What are Clicks and Impressions?
When we email your weekly pay per click reports a few of the spreadsheet columns may be unfamiliar
to you. This page is here to help you understand what the data means and why it's so important to your pay per click advertising campaign.
Impressions is the amount of times your ads have appeared on Google and been "impressed" on viewers screens when searching.
Think about it, when you search Google you see adverts all over the page but you don't click every single one do you? For this reason the impressions column is about as close as you can get to physical amounts of searches for that keyword.
Clicks is the amount of times your advert has been clicked upon with the Google user then arriving at your website as a unique visitor.
Always remember that it's clicks you're paying for and not impressions - however, we will always try
to include your phone number within your adverts
so you can receive direct phone enquiries before your advert is clicked upon and your money spent.
to you. This page is here to help you understand what the data means and why it's so important to your pay per click advertising campaign.
Impressions is the amount of times your ads have appeared on Google and been "impressed" on viewers screens when searching.
Think about it, when you search Google you see adverts all over the page but you don't click every single one do you? For this reason the impressions column is about as close as you can get to physical amounts of searches for that keyword.
Clicks is the amount of times your advert has been clicked upon with the Google user then arriving at your website as a unique visitor.
Always remember that it's clicks you're paying for and not impressions - however, we will always try
to include your phone number within your adverts
so you can receive direct phone enquiries before your advert is clicked upon and your money spent.
What is the Quality Score all about?
The quality score column is directly relevant to the cost you pay for your adverts. You ignore this data
at your peril!
Google introduced their quality score as a way of levelliing the playing field for all advertisers. If you cast your mind back a few years you'll remember that big brands such as Ebay and Virgin had ads seemingly on every Google search that you made.
To stop big brands just buying up the advertising Google started levying their quality score on each advert - with the quality score a reflection of how relevant your advert and landing pages are to the keyword you want to advertise against.
For example, if you want to advertise against the keyword "red shoes" then you need a landing page that talks about nothing but red shoes. If you send your traffic just to your "shoes" page then you'll
have a low quality score and pay a higher price.
To land your pay per click advertising traffic as cheaply as possible, you need to see scores of 9 or 10.
What does CTR% mean?
CTR (Click Through Rate) is a % expression of clicks versus impreressions.
If you see you have 100 impressions for a keyword and 10 resulting clicks then your Click Through Rate percentage would be 10%. 500 impressions and 82 clicks would mean a resulting CTR of 16.4%. Get the idea...?
CTR is absolutely crucial in telling you if your advert is doing it's job and speaking the right language to it's audience. If your advert is riding high in a top 4 position and getting the visability it needs but it's still not achieving a good CTR then people aren't clicking on it. If they're not clicking it then they're not liking what it says are they? In that case we re-write the advert and change it.
CTR is also critical in getting your advert up into the tinted panel at the top of a Google page. Think of this area - bang in the middle of The Golden Triangle - as Google's reward program for it's best performing adverts by CTR. Do anything to make your CTR% drop and your advert can slip out of The Golden Triangle area.
If you see you have 100 impressions for a keyword and 10 resulting clicks then your Click Through Rate percentage would be 10%. 500 impressions and 82 clicks would mean a resulting CTR of 16.4%. Get the idea...?
CTR is absolutely crucial in telling you if your advert is doing it's job and speaking the right language to it's audience. If your advert is riding high in a top 4 position and getting the visability it needs but it's still not achieving a good CTR then people aren't clicking on it. If they're not clicking it then they're not liking what it says are they? In that case we re-write the advert and change it.
CTR is also critical in getting your advert up into the tinted panel at the top of a Google page. Think of this area - bang in the middle of The Golden Triangle - as Google's reward program for it's best performing adverts by CTR. Do anything to make your CTR% drop and your advert can slip out of The Golden Triangle area.
