The week 9 objective is to analyse campaign data and suggest bid adjustments. Before you can suggest anything, you need to read a report confidently and know what each number tells you.
The key numbers
- Impressions: how many times ads were shown.
- Clicks: how many times people clicked.
- CTR (clickthrough rate): clicks divided by impressions. It shows how appealing and relevant the ad is to the searches it appears on.
- Average CPC (cost per click): total cost divided by clicks.
- Cost: total spent.
- Conversions: the important actions you defined, such as calls, forms or WhatsApp clicks.
- Conversion rate: conversions divided by clicks. It shows how well the landing page and offer turn visitors into enquiries.
- Cost per conversion: cost divided by conversions. Often the most important number for a small business.
- Impression share: the share of possible impressions your ads received. It shows if you are missing searches because of budget or rank.
Calculating them yourself
Practise on small numbers. Suppose an ad group had 2,000 impressions, 80 clicks, cost 400 cedis and 8 conversions.