Understanding How Google Ads Metrics Correlate: Making Data-Driven Decisions
When it comes to Google Ads, success isn’t just about looking at single metrics—it’s about how these numbers connect to tell the full story of your campaign’s performance. Here’s a quick guide to three common Google Ads scenarios and how to optimise each for better results.
1. High Impressions + Low Click-Through Rate (CTR)
What’s Happening: Your ad is being shown a lot (high impressions), but it’s not getting many clicks (low CTR). This likely means your ad isn’t hitting the right note with your audience.
Possible Causes:
Ad Relevance: Your ad might not match the search queries well. Your audience is seeing it, but they’re thinking, “Not what I was looking for.”
Ad Copy Issues: The message might be unclear, bland, or missing the “wow” factor.
How to Fix It:
Boost Ad Relevance: Revisit your keywords and ensure they match user intent. Are your keywords too broad or not specific enough? Narrowing down can help bring in a more interested audience.
Revamp Ad Copy: Spice it up! Write a copy that’s action-oriented and highlights a unique value. Use clear calls to action that make people curious enough to click.
2. High CTR + Low Conversions
What’s Happening: You’re getting clicks (high CTR), but once people land on your site, they’re bailing without taking action (low conversions). This can mean your ad’s promise isn’t being met on your website, or there’s an issue with the site itself.
Possible Causes:
Landing Page Mismatch: The page they land on doesn’t reflect what the ad promised.
Website Usability: A frustrating user experience can make people leave faster than you can say, “Click here!”
How to Fix It:
Match Your Landing Page to the Ad: If your ad promises a discount or a specific service, make sure that’s front and centre when people arrive on the page.
Improve Website Usability: Ensure the page loads quickly, has a clear call to action (CTA) above the fold, and is mobile-friendly. If users have to hunt for the CTA, they’re likely to give up and leave.
3. Low Cost Per Click (CPC) + High Conversion Rate
What’s Happening: This is the dream scenario: you’re paying less for clicks (low CPC) and those clicks are converting well (high conversion rate).
How to Achieve It:
Optimise Targeting: Use audience segmentation and keyword optimization to zero in on the right users. Focus on long-tail keywords, which tend to be cheaper and have higher intent.
Conversion-Optimised Landing Pages: Design pages to be user-friendly and action-oriented. A clean layout, strong CTAs, and content that ties directly to the ad will make it easy for users to act, whether it’s buying, signing up, or reaching out.
Partner with Daily Digital for Expert Google Ads Management
Getting the most out of Google Ads takes more than just tracking metrics—it requires strategy, insight, and action. At Daily Digital, we go beyond the basics to build powerful, data-driven Google Ads campaigns tailored to your business goals. We’ll help you get affordable clicks and see conversions that really matter.
Contact Daily Digital today and let us turn your Google Ads insights into results that make a real impact on your business. Together, we’ll take your campaigns to the next level!