Whether we like it or not Google have become an absolutely enormous part of everyday life. From medical advice to research for making a purchase decision, Google is the first thing most people consult when looking for information. For this reason it’s become an essential tool for companies across nearly every industry to convey information about their product or service to potential consumers. The only guaranteed way to not only get your information on Google, but to get it seen by those who are most interested in it is through Google Ads.

 

Website Visitor Behavior

All too often digital advertising agencies use traffic as their benchmark statistic for success. They produced X number of clicks using their ads and that should be good enough. The problem with that idea is that 100 clicks to your website from people not interested in your product are less important than 1 click from someone who is. There are a number of user metrics that you can analyze to make sure that traffic is actually qualified and interested in your product.

 

Pages Per Session

How many pages did a user visit when they entered your website? If they left after visiting just one, odds are they aren’t interested in your product or service. Users who explore more of the website show more intent to learn more about what you do.

 

Bounce Rate

The percentage of people who ended up on your page and quickly left. This is a major indicator with how well your ads actually support and connect with your content. A high bounce rate means that regardless of how much traffic is being produced users are leaving too quickly to actually show interest in your product or service.

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Cost Per Click (CPC)

Digital partners should always have their client’s budgets top of mind and getting clicks to their websites for as cheap as possible is always important. Do some research on the industry average CPC for your business and compare that with the data shown by your potential digital marketing agency partner. While CPC should never be the be all end all measure of success, because sometimes you get what you pay for, it’s crucial that digital marketers are always trying to improve campaigns to keep the CPC as low as possible for a client.

 

Goal Conversions

Any good Google Ad Manager will have a conversation with their client before a campaign is activated and create goals. These could be everything from online purchases to phone calls to visiting a strategic page on the website that shows they are very interested in the offering. Look for these to be setup and for the Google Ads to be actually producing conversions for different goals.