There are many metrics to be aware of with Google Ads. While managing your Pay-per-click campaign with Google Ads, you’ll likely use certain metrics These metrics are simple, and will make a big difference in understanding your ad’s performance and how it is helping your business.


An impression signifies how frequently your ad appears. Each appearance of your ad on a search result page or another site counts as one impression. The search impression share represents the ratio of times your ad is shown compared to the total possible impressions it could receive.

Impression share= impressions / total eligible impressions

Click, Clickthrough Rate, and Cost-Per-Click

A click is counted every time someone sees the ad then clicks on it. To see how many people that have seen your ad end up clicking on it, check the clickthrough rate. This is an important metric because it can show you how many people have seen your ad, then take the next steps to discover more about it. Since this is pay for click advertising, you only end up paying for the ads that someone clicks on. Your actual cost-per-click (actual CPC) is the final amount you’re charged for a click on your ad. Sometimes you are charged less, or much less, than your maximum cost-per-click bid. 


When someone clicks on your ad, then takes action, we see a conversion. The business defines what it considers a valuable action. It can be something like calling or purchasing from the website. You are charged for each conversion from your ad. Similar to the cost-per-click, the cost you pay for your conversion is called the cost-per-conversion. 

Quality Score and Ad Position

Another important metric is quality score. Quality score is intended to give you a general sense of your ad’s quality based on how the keywords have performed in the past. It is measured on a scale of 1-10. It also adds in the quality of the landing pages triggered by the ads. The better your ad’s quality score is in terms of keywords affects the ad’s relevance. That relevance affects the ad position. The ad position is how high the ad shows appears on the search results. That being said, it is important to keep an eye on your quality score so your ad will be relevant and have a higher position.  

What Next?

Are you ready to dive into the world of Google Ads and see your business grow? Our team of experienced and certified Google Ads experts is ready to transform your PPC marketing strategy into one that fully pays off. If you’re interested in learning more about our marketing services, give us a call at 941-747-2021 or send us an inquiry online.

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