The easiest way is to link Google Analytics to Google Ads and evaluate metric values directly in advertising reports.
To evaluate the engagement rate in Yandex Metrica, you need to go to “Reports”, then “Standard reports” — “Audience” — “Viewing depth” / “Time on site”.
Engagement is analyzed simultaneously with the number of clicks and unique visitors. Information on these three metrics allows you to judge the buy bulk sms service quality and volume of traffic. If new users, upon arriving at the site, do not immediately close it, the reason may be the irrelevance of the ad, poor content of the landing page, or its long loading time.
Click-through rate (CTR)
It displays the number of clicks on an ad to the total number of impressions. To calculate this indicator, the following formula is usually used:
CTR = number of clicks / number of impressions × 100%
Clickability is one of the most important metrics in context because:
- the predicted CTR affects the ad rating. Under the same conditions, the rating of an ad with a high click-through rate will be better. That is, by increasing the CTR, you can attract more users to the site without additional costs;
- the conversion rate (CR) increases. Ads with high click-through rates tend to bring in more real buyers. As a result,research, when CTR is doubled, CR increases by 50%.
Average CTR in Google Adsis 1.91% for search and 0.35% for the Display Network. A good CTR is 4-5% for search and 0.5-1% for the Display Network. Sometimes the CTR reaches 20-30%.
How to find out clickability?
CTR is available in reports on campaigns, ads, keywords and ad groups in Google Ads. In Yandex Direct, this indicator is available how to choose a google marketing agency? in reports on campaigns, ads, keywords and ad groups.
How to increase CTR?
Here are some tips to help you increase your click-through rate:
- Please enter information in all blank lines available when placing your ads;
- Include keywords in your ad titles and content, avoiding spam;
- create a working unique selling proposition, don’t “spill the beans” in your advertising texts;
- add any appropriate extensions, such as company address or details;
- Check out different ads and choose the ones that get clicked on the most.
Percentage of impressions received
It is calculated as follows: the number of ad impressions is divided by the number of queries for which users could see them.
This metric allows you to evaluate your ad’s reach. When impressions are low, it means that most people are not viewing your ad. As a rule, to increase your reach, you need to increase your bid.
Where can I see the percentage of impressions received?
Google Ads collects statistics on this indicator. You can view it at the level of product/ad groups, campaigns, keywords. To see the metric it email list values, add the column “% impressions” to the regular report on ads. The indicator will be displayed opposite each ad in a separate column.
To find out the metric values in Yandex Direct, go to the “Report Wizard”, select the “Position” section and group for a certain period. Then calculate the percentage of impressions yourself in special placement.
Conversion Rate (CR)
This is the percentage of visitors who completed a target action, for example, purchased a product, downloaded an app, or signed up for a meeting.
There is a simple formula for calculating the metric:
CR = (number of conversions / number of interactions with the ad) * 100%.
The value can be from 0 to 100%. The higher the CR, the better.
A simple example: if there were 100 conversions out of 2000 interactions, then CR = 5%. This figure is quite high, since the average conversion rate for online trading
By the way, if a user who clicks on a link performs several target actions at once, for example, orders goods, downloads an application and signs up for an event, then the CR for certain keywords can be more than 100%.
What does the conversion rate depend on and how to track it?
Here are the factors that determine conversion:
- direction of the company’s work;
- number of competitors in the market;
- cost of goods;
- size of the customer base;
- number of landings;
- relevance of advertisements, etc.
To track your conversion rate, you need to:
- understand what exactly is considered a conversion, for example, subscribing to a group, ordering a product, downloading an application;
- set up tracking settings for the indicator on the site using Google Analytics or Yandex Metrica;
- set goals in Google Analytics or Yandex Metrica (browsing the site for a certain time, performing a target action, etc.).
- How to find out the conversion rate?
You can view the conversion rate in Google Analytics by opening “Conversions” and selecting “Goals” from the drop-down list, then “Overview”. In Yandex Metrica, access statistics in the “Reports” – “Standard reports” – “Conversions” section.
If customers order goods through consultants by phone, then the indicator can be assessed through the call tracking system.
Why is the conversion rate low?
Internal reasons that reduce the conversion rate:
- Irrelevant ads that the user clicks on expecting to see one thing, but gets something else. Let’s say a woman types a query into Yandex to find evening dresses and finds a corresponding ad in Yandex Direct. She clicks on the link, hoping to view and buy the product, but sees a page with men’s suits.
- Poor usability (user interface) of the site. Everything is clear here: if a person does not find the “Cart” or the ordering procedure, he will not buy the product. Poor usability can also include an abundance of colorful elements that distract the visitor from viewing the catalog, or inconvenient navigation.
- Technical errors. Let’s say the page doesn’t load at all or opens very slowly.statistics, 53% of users close a site if it takes more than three seconds to respond, and if they wait more than five seconds, the likelihood of leaving increases to 90%. If a visitor does not wait for the page to load, then there is no talk of any conversion.
- Poor content on the landing page. Let’s say a user clicks on an advertising link to the landing page, but does not see a clear advertising offer or the terms of cooperation are unclear to him. Then he will not buy a product, order a service or register for an event, but will simply close the site.
- Poor work of call center specialists. We are talking about situations when a person calls to place an order, but the company’s employees cannot bring him to the end of the sales funnel.
External reasons for the decrease in CR:
- More favorable offers from competitors, for example, low prices on similar products.
- Seasonal dynamics of demand. Thus, in spring and summer the demand for fur coats is lower than in winter, and trips abroad are more often bought in the warm season.
- Changes in demand throughout the month. People tend to have more money in the middle or end of the month when they receive their salary or advance.
- Economic situation. Let’s say, a reduction in the population’s income, a desire to save money due to the unstable situation in the country.
All of the above reasons need to be addressed.
Cost per click (CPC)
CPC shows how much one click on an ad costs. The metric value is used to evaluate how much money is spent on advertising, as well as its results.
The price per click is not a constant indicator. It is determined during the auction. And based on the CPC, the total advertising costs are determined.
There is no standard price per click. Everything depends on the company’s line of work, the level of competition during the auction, the content of the ad, etc.
Where to watch?
CPC in Google Ads is in reports on campaigns, keywords, ads and ad groups. In Yandex Direct, this indicator is available in reports on campaigns, ads, ad groups and keywords.
What does it affect?
CPC affects the ad placement on the page and the amount of traffic it attracts. By changing the maximum cost per click, you can adjust the traffic. For example, if few visitors come to your site from an ad or the traffic is zero, then increase the cost per click and view the statistics.