How would you explain the importance of ad impressions to a client who’s concerned that her Search Network campaign is generating impressions but no clicks?
They can help her evaluate how engaging her ad is to potential customers
They can give her an idea of how often someone clicked on her ad
They can help her calculate how often someone clicked on her ad and then converted
They can give her an idea of how often her ad is shown to potential
An impression is counted each time your ad is shown on a search result page or other site on the Google Network. Little confusing question as you need impressions data to calculate CTR for example. However the most direct answer is no 3.
Impressions show you how often your ad is shown on a search result page or other site on the Google Network. Impressions can be especially important in branding campaigns because they represent how many customers actually laid eyes on your ad.
Read more here: https://support.google.com/partners/answer/6172653?hl=en
There’s enough conversion data in Fiona’s Search campaign for Antoine to start evaluating how her ads and keywords are performing. And, Fiona has asked about the return on investment she’s getting from using AdWords to promote her new products.
What conversion statistics would you look at to get an idea of the cost of each conversion? What information do you need to calculate the return on investment Fiona is getting from her campaign?
To use AdWords more effectively, it’s important to understand the business goals you’re trying to achieve and the data that’s most relevant to those goals. Below we’ll go over different metrics to focus on based on your goals.
Measuring website traffic
Measuring return on investment
Measuring return on ad spend
Measuring brand awareness