7 Important PPC Metrics Your Auto Dealership Should Focus on
In
Google Ads, users have access to a hundred metrics at the campaign level and many
more at the ad, ad group, and ad extension levels. Which ones should your auto
dealership focus on?
Here
are the 7 important metrics dealers need to watch closely.
1. Click-Through
Rate
The
number of clicks your ad gets with respect to ad impressions is the
click-through rate (CTR). This metric can vary throughout the day, week, or
month.
CTR
can be analyzed at the ad or keyword levels.
2. Impression
Share
How
often your paid ad is displayed for a particular keyword? This is measured in impression
share. The missed or lost impression share is categorized into share lost due
to budget or ad rank.
This metric helps in deciding if you need to increase your budget or improve the quality
score of your ads.
3. Cost
per Click
Cost
per click (CPC) is the average amount spent per ad click. CPC is a key PPC
metric.
Your
CPC is to a large measure determined by the targeted keywords’ competitiveness.
Try long-tail keyword alternatives when you see an increase in CPC. You may optimize your maximum bid as well.
4. Quality
Score
The
relevance and quality of your auto dealership’s PPC ads is measured by quality
score. It also includes the previous CTR of your keywords, landing page quality,
and keyword relevance.
Paying
attention to your quality score can help improve your ad position in Google
searches.
5. Conversion
Rate
The
proportion of clicks converting into leads is the conversion rate, This is also
a key PPC metric.
6. Cost
per Conversion
The average
cost of a paid conversion is measured in this metric. For instance, if your
auto dealership would have spent $100 and earned four sales, then your cost per
conversion would be $25.
7. Return
on Ad Spend
The
gross profit that your auto dealership PPC ad has generated is the return on ad
spend (ROAS) or return on investment (ROI). This metric lets you understand if
you are breaking even and the return you can expect from the ad.
For more information on the PPC metrics that your auto dealership should focus on, Contact Us.