If you're a marketer or website owner who is using Google Ads to run your online advertisement campaigns and promote your business, it's important to understand how effectively users interact with your ad campaigns and whether you're achieving the business goals you've configured through these ads. By integrating PageSense with Google Ads, you can easily track how your Google Ad campaigns that you've set up on your website or landing pages lead to valuable visitor actions or conversion goals (such as element click, link click, time spent on page and custom event), then prioritize the specific goals you want to achieve with those ads. The goals report provides you more useful insights on important metrics like the number of clicks and impressions that each of your ad campaign has obtained on your site, in addition to key metrics like total ad spent value and the actual cost cost per conversion generated from these ads.
Enabling this integration allows you to learn whether your ads influence users to finally complete the goals you've set for them on our site, such as making a purchase, downloading a file or signing up for your product and if you're getting a profitable return for the money you're investing in Google Ads. With these metrics, you can also get a better understanding on what type of messaging your target audience is more likely to respond to and how much you should spend on those ads in the future. Furthermore, you can even drill down your campaign's report based on a variety of audience segments, such as visitor type, traffic source, and location to see how different groups of visitors are responding to your ad.
To track and view the Google Ads spent metrics in your goals reports:
1. Click the Integrations tab at the top right corner and toggle on the Google Ads integration button at the project level.
2. Go to your goals experiment, click REPORTS, then select the AD SPEND tab.
IMPRESSIONS: The total number of times your ads from this particular campaign was displayed or seen by visitors on the Google search results page or other Google network platforms.
CLICKS: The number of times your ad from this particular campaign was clicked by visitors in a given time period.
We look at clicks as a measure of traffic to the site. A rise in clicks can mean your ads are more appealing to the audience and valuable to the people who come across it. You can increase the clicks on your ads by:
Creating attractive text for yours ads
Organizing your ad groups by a common theme, product, or goal
Creating a smaller list of tightly themed keywords to ensure your ads are relevant and compelling to your customers
Under the All campaigns section, you will be able to see the click through rate (CTR), which gives you the overall ratio of how often people who see your ad actually click your ad. This is calculated by dividing the total number of clicks your ad receives by the total number of impressions. For example, if your ad appeared 200 times and 15 people clicked on it, then your CTR is 7.5%.
Note: Marketers generally want to achieve the highest possible click-through-rates with their ad campaigns, as this can help improve the ad position and thus reduce click costs (CPC). You can try to improve your CTR by performing A/B tests with different advertisements containing minimal changes to variations, such as different call-to-actions or images.
COST: The amount of money you spent on ads from this particular campaign.
The Total Spend metrics under the All campaigns section provides you the total amount of money you spent on Google Ad campaigns during the specified duration.
CONVERSIONS: The number of times your ads from this particular campaign were clicked by visitors, who then took a desired action or goal that you set up on your experiment page.
Note: After tracking your conversions, you may notice that a certain keyword used in your campaigns leads to higher conversions, while another one doesn't. In this case, you could choose to spend more of your marketing budget on the keyword that produces more conversions.
COST PER CONVERSION (CPC): Cost/conversion metrics tell you how much each conversion on your ads cost on average for this particular campaign. In other words, this metric tells you how much you get charged for each desired action taken by a user on your website after coming across your ad. This is calculated by dividing the of conversions cost by the number of conversions obtained through a particular ad.
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