PPC – Measuring formulas
The following metrics can be used to confirm the success of your ad:
| Metric | Description | Value |
|---|---|---|
| %Served | How often your ad was served in contrast to other similar ads in the same ad group. | |
| Average Cost per Click (CPC) |
Total CostTotal number of clicks
|
The lower, the better. |
| Average Position | How high in the results page is your ad showing. | 1 is the highest. |
| Bounce Rate | The percentage of visitors who leave to navigate the website after visiting one page. | The higher, the poorer. |
| Clicks | The number of times a visitor clicks your ad. | The more, the better. |
| Click-Through-Rate (CTR) | The percentage of clicks divided by Impressions. | The higher, the better. |
| Conversions | The number of times a visitor clicks on the ad and completes an action you defined as a conversion within a specific period of time. | The more, the better. |
| Impression Share | The percentage of the total number of times your ad could have been shown versus the actual number of times it was shown. | |
| Impressions | The number of times your ad was displayed on the search results page. | The more, the better. |
| Quality Score | Relevance of the keyword, ad, and landing page combined, which affects your CPC. | The higher, the better. |
| ROI | (Return – Investment) × 100 | The more, the better. |
