KPI’s for PPC Campaigns – ‘the Good, the Bad and the Underappreciated’

  • October 21, 2020
  • Misc
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We get it. Sometimes a Google Ads account’s viewed efficiency boils down to striking essential KPI’s. ‘Drive up deals’, ‘boost income’, ‘minimize CPC’s’, the list of targets can in some cases appear continuous. So what actually matters?

In this post we’ll examine a few of the most essential metrics in Google Ads, highlighting those that need to be getting the most, and the least, of your attention.

The Good


Starting off with one intended mainly at e-commerce accounts, income must frequently be the main focus for Google Ads accounts looking for to increase revenues. As is frequently the case, if an account is earning money and regularly sees development, then everyone wins.

Looking at the larger image, nevertheless, income can likewise be a terrific method of observing not just patterns within business however likewise the larger market as a whole. If, for instance, you start to see income from a possible project reduction considerably and there isn’t a great deal of account based proof regarding why this might be, it might be an indication of larger market competitors. From here, you might then have a look at the ‘Auction Insights’ area to see how the marketplace has actually altered and figure out whether increased opposition is affecting your ROI.

It is likewise essential to keep in mind that when taking income and list building projects into account, leads, quality of leads, lead-sale conversion rate and sales information is likewise essential to making sure quality development. In comprehending this, you can assist to make sure that you see not just increased income, however likewise the capacity for longer term clients.

Click-Through Rate

Whilst this metric has its apparent strengths, it likewise brings with it some much more powerful, less recognized, powers. Click-through rates highlight how appropriate your advertisement copy is to the particular keyword, if you dig much deeper, this metric can highlight audience psychology and aid to much better comprehend audience personalities.

Are users communicating more based upon specific calls to action? Are they reacting much better to specific words in your heading? Have you seen CTR enhancements based upon audiences? This KPI can be a great method of increasing significance and driving down CPC’s (cost-per-clicks) so don’t hesitate to check and keep track of CTR’s as it might wind up conserving you cash!

Impression Share

I need to state it. Impression share reports are terrific. In order to totally comprehend your account and to get an insight into the function that not just spending plans, however likewise larger elements are having on your accounts, then impression share reports are the location to go.

Google computes impression share by taking the variety of impressions your advertisement got and dividing it by the overall variety of impressions your advertisement was qualified to get. From here, through taking a look at associated metrics (like impression share lost to budget/rank and precise match IS) you can much better evaluate what components your projects require to play a higher function in the advertisement auction.

The Bad

Quality Scores

This is a challenging one to include into the ‘bad’ area, nevertheless, there is some context to my thinking. Whilst quality ratings can be a terrific method to figure out which components of your advertisements are carrying out well, they need to CONSTANTLY be treated with a pinch of salt.

Firstly, it is necessary to take information density into account when examining them. If a keyword has a quality rating of 3-4/10, however has just amassed 50 impressions, is that actually adequate information to properly figure out efficiency?

In addition to this, it can end up being extremely simple to establish a sense of one-track mind when taking a look at a private keyword’s quality ratings instead of taking a look at the larger image. If for instance a keyword has a bad quality rating however continues to produce conversions and or quality traffic, then how essential has quality rating shown to be?


Arguably the most questionable thing ever composed – however hear me out. Clicks are terrific however clicks without context are bad. If an account is driving a multitude of clicks however those clicks either aren’t transforming or the audience isn’t who you are attempting to target, then clicks are the tombstones in the graveyard of squandered invest.


It’s constantly best to comprehend the context. It’s essential to ask the concerns: What information are we seeing shown in the account? Are users transforming? Are search inquiries appropriate? In addition to this, what can Google Analytics inform us about these users? Are they hanging around on the site or are they bouncing off having cost the account 43p at the same time? (A theoretical 43p naturally!) So whilst clicks can look terrific, they’re absolutely nothing without other metrics.


The Google Ads perfectionist in me still questions the requirement of this KPI within the Google Ads platform. I cannot start to explain the abstruse sensation of anger and disappointment having actually invested 5 minutes downloading a big information file, to see that I had actually forgotten to include ‘clicks’ (with the context naturally!) and what stood in its location was ‘interactions’.

Google defines an interaction as ‘primary user action related to an advertisement format – clicks for text and shopping advertisements, views for video advertisements and so on.’ Whilst interactions can be convenient for cross project examining, they can frequently puzzle novices (and obviously mad perfectionists) to the platform. As the term ‘interaction’ technically clicks both covers and engagements, it can be extremely simple to fall under the trap of reporting interactions on stated value – don’t. When utilizing this metric, constantly consider what the interaction is it’s describing as you might wind up misreporting information.

The Underused

SEO/PPC Combined Reports

‘Teamwork makes the dream work’, never ever was this more real than with PPC/SEO combined reporting in Search Ads 360. Find search terms that activated your material to appear on Google either from a natural viewpoint, paid or both! This can be a terrific method to much better comprehend which material drives the greatest engagement and it can likewise supply info on natural versus paid contrasts. More info on these can be discovered here.


Now if I didn’t lose you at the clicks remark, I’m sure you’re reading this questioning what impressions is performing in the ‘underused’ area right? Well, this is since individuals frequently simply take a look at impressions as a judgement of search volumes/how frequently it is being seen by audiences, however they are soooo far more than that.

Impressions can, for instance, be a terrific method comprehending efficiency patterns. If you have actually seen more impressions for reasonably the exact same YoY invests and you’ve likewise been observing quality ratings increase (with adequate information that is!) then this might be an indication that account optimisation is working. Using the same analogy, if we again see an increase in impressions for the same spend but on a month to month basis, this might also perhaps signify a fluctuation in search trend data.

There are so many facets to impressions that often go undetected, so why not have a look in your account and see what they might secretly be saying to you!

Conversions (with the correct format of attribution modelling)

As the great saying goes, ‘To understand conversions is to understand attribution modelling’. Conversions (much like other metrics in the list) may not always appear as they seem. To best understand conversions and how successful your campaigns have proven to be, ensure that you have in place the correct attribution modelling for your Google Ads account.

Often the ‘default’ attribution modelling that is in place with conversions is ‘last click’, which attributes all of the conversion to the last touchpoint in the funnel. Whilst this may be appropriate for your business needs, you may be looking to better understand the user journey. This is where alternative attribution models come into play. Choose from a number of models including ‘Linear’ (covering interactions across all elements of the user journey), ‘First Click’ (attributing all of the success of the initial customer interaction) or even set up a custom model.

Having a better understanding of what attribution model works best for you can be a great way of getting the most from your campaigns.

Main Takeaways

To conclude, it’s so important to not take KPI’s on face value. Whilst there may be a wider business focus on driving revenue or traffic, it’s important to understand that there are many elements that come into play.

‘Pigeonholing’ an account to focus on one key metric may have a detrimental effect on the overall quality of the advertising and might result in more trouble in the long run!

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