While all these factors are important, the last one is instrumental to your success.<\/p>\n
Many people don\u2019t use analytics on their site at all, while others set it up but have no idea how to monitor it.<\/p>\n
The Truth About Metrics for Traffic<\/div>\n
To novice analysts, metrics may be a bewildering concept. They\u2019re more than just numbers and fancy graphs, as they provide marketers with something truly valuable:<\/p>\n
Insights on your site visitors and customers.<\/em><\/p>\nFor example, if you look at the metric of average time on site, and discover that people are only staying for about 5 seconds, you can learn quite a lot. In relation to the factors above, a low value for average time on site could mean any of the following:<\/p>\n
\n- Irrelevant SEO \u2014<\/b> perhaps they searched for \u201cclocks\u201d and found your website only sells watches.<\/li>\n
- Improper Targeting \u2014 <\/b>You are running an ad for cheap watches, but it\u2019s being displayed to users that are searching for high-end watches.<\/li>\n
- Low-quality Content \u2014 <\/b>Typing errors, poor grammar, long blocks of text<\/li>\n<\/ul>\n
Therefore, if you want to get the most from metrics, you need to understand the significance that each one offers, and how to learn from the insights.<\/p>\n
4 Major Metrics to Measure Traffic in Google Ads<\/div>\n
Okay, so now you know the main reasons you\u2019re not generating website traffic, and the crucial role that tracking the right<\/em> metrics has.<\/p>\nThat brings us to the question:<\/p>\n
What are the right metrics to measure for more website traffic?<\/em><\/p>\nHere are the four major metrics all marketers should be keeping a close eye on to monitor the performance of their campaigns:<\/p>\n
1. Clicks<\/div>\n
As you create more engaging ads, more users will click on them to visit your website, therefore:<\/p>\n
Clicks = Traffic<\/b><\/em><\/p>\nEven the most incredible site can suffer from a lack of traffic. It\u2019s no use having a million impressions if you get no clicks.<\/p>\n
By monitoring the click metric, you can see if your ad is relevant or engaging enough to attract your target audience to click, which brings us to the next metric to measure\u2026<\/p>\n
2. Click-through Rate (CTR)<\/div>\n
The click-through rate (CTR) is defined as \u201cthe proportion of site visitors that follow a link through to a particular website.\u201d<\/p>\n
It is calculated by the following formula:<\/p>\n
CTR = (total clicks\/total impressions)*100<\/b><\/em><\/p>\nThe average CTR is just 1% or above on Google\u2019s search network, and 0.6% or above for the display network. A low CTR value indicates that your ad is not relevant, or just not good enough to attract clicks. Unless you want to be wasting money on advertising, you need to make sure your ads and landing pages have great content that is both compelling and relevant to your target audience.<\/p>\n
3. Keyword Performance<\/div>\n
This is actually a key performance indicator (KPI) that you need to keep a close eye on. As market trends and customer interests change, keyword relevance is constantly changing.<\/p>\n
Because of this, you must update your keyword lists regularly to avoid becoming outdated.<\/p>\n
You can gain key insights on keyword performance with the Most Significant Keyword Report<\/em> from PPCexpo<\/em><\/p>\n4. Search Terms<\/div>\n
Imagine you have the broad match keyword, \u201cleather bags\u201d. The Search Term report shows that your ad was displayed when a user searched for \u201cladies leather bags in Amsterdam\u201d.<\/em><\/p>\nNow, if you\u2019re selling ladies bags in Amsterdam, you can add the phrase to your campaign as a keyword. Conversely, if you aren\u2019t selling in Amsterdam, you can add the phrase as a negative keyword.<\/p>\n
While this will filter out some traffic, your CTR will actually improve as your ads become more relevant.<\/p>\n
By continuing to update your search terms, you can refine your list so the traffic that arrives on your site is more qualified, and therefore will be more likely to convert.<\/p>\n
Bonus Metrics For Experts<\/div>\n
Want more?<\/p>\n
Here are a few more metrics for traffic you can learn from:<\/p>\n
\n- Traffic source \u2014 <\/b>It can be organic, referral or through paid search.<\/li>\n
- New vs. returning visitors \u2014 <\/b>Show how your ad is helping to generate brand new traffic.<\/li>\n
- Average time on site \u2014 <\/b>The average time a user spends on your website.<\/li>\n
- Bounce rate vs. exit rate \u2014 <\/b>How many visitors leave after the first page vs. how many don\u2019t.<\/li>\n<\/ul>\n
Improving Your Metrics Analysis Generates Better Traffic<\/div>\n
When you start to measure website traffic through Google Ads, it takes a little time to get acquainted. Once you understand what each metric can tell you, you will gain the valuable insights that allow you to make smarter decisions about your advertising campaigns.<\/p>\n
As you get familiar with the major metrics for traffic, you can start experimenting with more confidence, and will soon see the benefits of this analysis as more qualified traffic arrives on your site, and stays there longer.<\/p>\n","protected":false},"excerpt":{"rendered":"
Who doesn\u2019t want more website traffic? You can have it, especially when you know how to measure the right metrics.<\/p>\n <\/a><\/p>","protected":false},"author":1,"featured_media":4694,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[785],"tags":[276],"_links":{"self":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/4688"}],"collection":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/comments?post=4688"}],"version-history":[{"count":0,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/4688\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/media\/4694"}],"wp:attachment":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/media?parent=4688"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/categories?post=4688"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/tags?post=4688"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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