Back to basics : Understanding paid search metrics

Learn how to interpret what’s happening in your paid search account with your traffic, conversions and sales data

1. Is my website (or landing page) a good fit for my traffic?

if your conversion rate is high, then your destination page is a good fit for your traffic. However, if your conversion rate is low, it means that something is off. Your landing page or site isn’t working for your traffic, so they’re leaving to find something better.

2. Is your traffic a good fit for your landing page?

If people click on your ads because they want a divorce attorney, but you’re a personal injury firm, will they convert? The wrong traffic never converts, regardless of how good your site is.

In this situation, it’s often a good idea to look at the search terms people are using to find your ads and the actual ad copy that you’re using. If it seems like you’re attracting clicks from the wrong people, you may need to rework your advertising strategy to target the right audience.

3. Are you making sales?

campaign just went from zero to hero. It might not have a great CPC or conversion rate, but its return-on-ad-spend (ROAS) is almost twice the ROAS of any other campaign.So what does this actually tell us? Well, for one thing, it’s clear that campaign appeals to people who are much more likely to buy than the people in any of the other campaigns.

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