Google Ads has many features that set it apart as one of the most effective ways of advertising online, and for many who use it, it is the data that Google provides within the advertiser’s dashboard which is the best. That is understandable because it is that data that allows them to turn a poorly performing ad into an exceptional one, due to changes made to the ad based on the performance data.
For some business owners, the Google Ads dashboard can seem like a conundrum of numbers which is why they hire a digital marketing agency to manage their Google Ads campaigns. However, whether that is how you go, or you have the confidence to manage your own Google Ads campaigns, certain pieces of data have greater significance than others.
These key performance indicators (KPIs) are the ones to focus on because it is what they tell you about your ad’s performance that allows you to make the changes that are required. We have selected five of these KPIs and explained why they are so crucial below.
Impressions
Impressions are the number of times your ad has appeared or been displayed. Simple logic tells you that unless your ad appears no one is going to click on it. a further assumption could be that the more impressions your ad has the more clicks it will receive but there is a caveat to that. It will only get those additional clicks if the ad converts well so bear that in mind. Low impressions suggest your keyword targeting is off and that your keyword choices are not being searched for.