PPC Analytics: The Key to Understanding Your Ads' Performance

Google Ads… Just a case of picking some keywords, allocating some budget and away you go, right? Well, there is a bit more to it than that. The performance of your Google Ads will only ever be as good as your understanding of it. What do I mean by that? Maybe it will be easier if I run through what we do here at CMe Media which keeps on getting us great results for our client’s PPC campaigns.

1. Set Your Goals

You need to know what constitutes a great performance and for that, you need a clear vision of what success looks like. Once you know exactly what you want to achieve with your campaigns you can start gearing everything towards that result. If you don’t know where you are going, how will you know which way to go?

With your goals clearly defined you can start thinking about the best metrics to measure that campaign. Google has a whole host of metrics you can pull to demonstrate the performance of your campaign:

  • Cost per conversion
  • Impressions
  • Clicks
  • Click Through Rate
  • Cost per Click

It’s about finding the relevant ones you will analyse as the campaign continues to run.

This is where conversion tracking is crucial. By setting up tracking tags on your target site you can start understanding which ads are working and which ones aren’t completing the desired action. Without tracking you are shooting in the dark and more than likely wasting your budget.

Content Marketing and SEO Optimisation

Quality Score

There is one measurement in Google Ads you should keep an eye on and that is Quality Score. This is how Google decides how relevant your ads are and how enjoyable an experience your site will be for the user. This isn’t about how much money you spend but it can play a significant role in where your ad appears on the search page.

Quality Score is based on:

  •  Expected Click-Through Rate: The likelihood of your ad being clicked.
  • Ad Relevance: How closely your ad matches the intent behind a user’s search.
  • Landing Page Experience: The relevance, quality, and user-friendliness of your landing page.


If your quality score is low, you should consider ways you can improve it or you may be spending more than you need to.

Regular activity is a good mindset. I’m not talking about making changes for the sake of making changes, and big changes can result in your campaign stalling. However, by checking in on the costs of keywords, unwanted search terms, and non-converting terms, these little changes and adjustments will help your campaign work to its full capabilities.

It’s the difference between little and often changes and erratic and dramatic changes.No shame in seeing what the neighbours are up to!

Competitor analysis can provide valuable insight, and examine how your campaigns measure up to theirs, who is getting the higher impression share, average position etc.

Digital Marketing Strategies, Lee-On-The-Solent

CMe Media - Your PPC Experts

Are you missing any tricks, chances are they are looking at yours!

These are just some examples of how you can understand better the performance of your Google Ads campaigns and obviously, there are many more. If you want to sit down with one of our paid digital specialists and find out if you are getting the best out of your campaigns, then drop us an email at paiddigital@cmemedia.com

Search Engine Optimisation Specialists | CMe Media Consultancy