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Top 5 Google Ads Metrics to Measure Advertising Performance

Business-to-business companies can capture efficient, fast leads with a successful Pay Per Click campaign. If your PPC strategy is organised and well-planned, you could achieve successful click rates of 65%. Eventually, you should benefit from increased website traffic, brand awareness and a much greater Return On Investment (ROI).

According to Statista, digital advertising in the United States is currently at $356 billion while in the United Kingdom, it stands at £16.47 billion. Every B2B should evaluate the effectiveness of spending vast sums on a PPC advertising campaign. One way to gain meaningful insight into your campaign is to use Google Ads Metrics.

1. What does the Impressions Metric Mean?

Google Ads’ PPC format is often regarded as an ideal model for B2B marketers. It targets specific audiences through keywords paid for by making bids. It provides a flexible advertising format that even marketing novices can use. Your audience can be worldwide and reach unlimited proportions.

Marketers in a B-to-B company generate an income from Google Ads when visitors click an advert. They can generally earn 68% of the revenue each click or impression is worth. This translates as around $0.20 to $15.00 for every click that results in positive action.

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2. What is a Positive Click?

A positive click or impression could be a purchase, an application for a free trial or simply completing a form. Google Metrics can help businesses evaluate the ratio between advertising investment and earnings. Informative data is displayed on a personal PowerMetrics dashboard. By monitoring the amount of income a promoted ad earns, a business can evaluate how influential its advertising copy might be.

Other factors can influence the effectiveness of your ads. Their placement on a web page is usually important. Many marketers place adverts within their content to ensure they are seen. However, it’s well-known that a visitor must see an advert between three and seven times before it begins to convince them to take positive action.

According to research conducted by the University of Southern California, the way you present your adverts is vital to a successful campaign. 31% of positive clicks followed adverts that triggered an emotional response. This was almost double the 16% of clicks that were simply a matter of fact.

The research concluded that successful emotional triggers often included visual images of pets or babies. Such images make your brand appear caring and protective. An alternative emotional response can be gained from a highly creative presentation that’s imaginative and attractive.

3. How much does a Click Cost?

When your B2B business uses Google Ads, it costs money each time a visitor clicks your ad. This is known as Cost per Click (CPC). It generally becomes less expensive as your ads increase in the volume of clicks they generate. The cost of clicks can be measured over a specified timeframe. Simply divide the total cost by the number of clicks to find the CPC.

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According to an in-depth study by Valve+Meter, the average CPC is $2.69. The figure is an average based on all types of industries. The highest CPC is usually related to the legal profession. The lowest CPC usually occurs in ads promoting personal products or dating agencies.

Your CPC costs can be affected by the quality of your ad copy including the placement of keywords and their regularity. The ranking of ads relies on Search Engine Results Pages (SERPS). Search results often vary depending on their location. The United States usually generates more searches than any other country.

However, you also must consider the Cost per Action or Acquisition (CPA). This refers to the action a visitor takes when clicking an advert. If they leave a page almost instantly the bounce has no monetary worth. According to, searches on Google account for 92.04% of worldwide activity. The alternative Bing search engine only manages 6.79% of search requests. Google Ads have the potential to acquire the best results.

4. What is the Click Through Rate?

Your ad relevance is measured by the Click Through Rate (CTR) metric. It essentially evaluates the number of times your advert must be viewed to generate a click. When designing multiple ads, this metric helps you determine which style makes the most impact on your visitors.

Data collected by LocallQ indicates the average CTR is 3.17%. Ads from entertainment businesses often generate the highest CTR at 10.76%. The lowest CTR is usually from legal ads. The purpose of CTR metrics is to help you spend your budget more wisely.

5. Does Conversion Rate Justify Expenditure?

Google’s conversion tracking monitors your success at convincing visitors to act upon clicking ads. According to a Harvard Business Review, 41% of the average company’s advertising budget is spent on chasing conversions in digital advertising.

Significantly, the study predicts this expenditure could increase to 50% soon. The additional investment can only be justified by positive conversions brought about by effective ads.

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These five Google Ads Metrics help B2B marketers establish effective campaigns for products or services. The impact of an advert relies on creating an emotional response that prompts a visitor to click through and make a conversion with positive action. 

Metrics help you experiment to find the most effective advertising copy that can be tailored to different global markets. With Google’s vast share of worldwide search results, Google Ads provides the best opportunities for successful PPC marketing campaigns.

About the author

Greg Tuohy is the Managing Director of Docutec, a business printer and office automation software provider. Greg was appointed Managing Director in June 2011 and is the driving force behind the team at the Cantec Group. Immediately after completing a Science degree at UCC in 1995, Greg joined the family copier/printer business. Docutec also make printers for family homes too such as multifunction printers.