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Now for Caeden MacGregor and his thoughts on A successful website and how it depends on the power of relevance- >
I spend a lot of time every day analyzing Adwords metrics. And when it comes to managing an Adwords campaign, metrics are extremely important, and each and every metric has important performance data that tells you something about site improvement and greater audience engagement. However, when you look at all the metrics together, it can be pretty overwhelming for a newbie search engine marketer when you see data on everything—including things like quality score, impressions, clicks, time on site, and cost.
In my opinion, here are the 5 Adwords metrics that you should really be paying attention to:
1. Quality score
If you didn’t already know it, relevance is huge for search engines. Google’s purpose is to ensure that users find what they are searching for. And so your quality Score is Google’s way of assigning relevance to your ad. Make Google look bad and you’ll get a low quality score, but make your ads relevant and they’ll reward you a good quality score, as well as lower advertising costs and better exposure. Depending on the following factors, the search engine will judge the relevance of yours with a quality score:
- Is your ad text relevant to your chosen keyword?
- Does the click through from the ad take the viewer to a relevant landing page?
- How often do users click on your ad (this is called your click-through rate or CTR)?
2. Landing page optimization
Also very closely linked to relevance, landing page optimization depends on how relevant your ad is to the page you link it to. Many Adwords newbies simply link all ads to their homepage without any further thought—a move that’s not very helpful to those searching for a specific product or bit of information. For instance, if you have a fitness equipment website, don’t link to a general homepage where they have to search your sitemap for the page they really want. Instead, link your ad about “stability balls” to a page devoted to that specific product. It’s even more helpful to the user if you link to a page that allows the user to purchase a stability ball right on your site. The point is to streamline the search experience for your visitors so they find what they’re looking for faster and with relevance.
3. Bounce rate
The idea of web optimization is to get users onto your website by offering up the specific information they need—then keep them there to look at the rest of your highly engaging site. It hardly matters if your ads get clicked on if readers just leave your site disappointed soon after. This metric measures how many pages visitors end up viewing on your site, and you can hook them by making sure your content and your navigation are engaging and useful.
4. Time on site
Tied to your bounce rate, the time users spend on your site will tell Google if your content is useful and engaging to visitors. Obviously, the more time users spend on your site—the more useful your website is.
5. Conversion rate
And last but definitely not least, your site conversion rate is determined by what visitors are doing on your site. Are they reading articles, watching your video, commenting on the blog posts, or contacting your customer service department via the online link? The idea is to turn your click into sales leads, and your leads into happy customers.
About The Author
Caeden M MacGregor is a staff writer for Prestige Marketing who specializes in PPC Management in Vancouver. Caeden has written for numerous blogs on a variety of topics ranging from guest blogging to landing page optimization.