Key performance indicators (KPIs) to evaluate your Adwords campaigns:

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CTR (click-through rate)
is the number of clicks on your ad divided by the number of impressions of it.
It is influenced and fluctuates depending on:
The relevance of the ad to the user's search.
The position of the ad. The position itself is influenced and fluctuates depending on:
Your maximum bid
Your Quality Score (QS)
Competition: Your competitors' maximum bid and QS
Usefulness for the marketing manager

This indicator allows you to have an malaysia mobile database of the success of your ads in relation to the searches of targeted prospects.

Your options to improve CTR:

Improve the attractiveness of the advertisement (sales pitch, promotion, etc.)
Increase your bids (so pay more per click)
Improve your Quality Score (QS)
As a marketing manager, perhaps you'd like to jump straight to evaluating your performance? No problem, ask me now for a Free Campaign Audit!

2. Quality Score:
Quality Score measures the relevance of your ads, keywords, and landing page to people viewing your ad. Higher Quality Scores can lead to lower costs and higher ad positions compared to your competitors.
It is influenced and fluctuates based on:
The expected click-through rate
The relevance of the ad in relation to the Internet user's search (only in terms of semantic field).
The user-friendliness of the landing page, which depends on:
The relevance of the landing page to the ad (only in terms of semantic field).
The technical quality of the page (page loading speed, server response time, errors in the code, etc.)
Adwords campaign performance

Usefulness for the marketing manager

This performance indicator allows you to identify the accuracy of the structure of your Adwords campaigns.

“A precise structure allows you to bring a targeted prospect to a page that corresponds exactly to what was announced to him in the ad, which itself corresponds exactly to his search.”

Your QS and bid influence your ad's position relative to your competitors. Remember that the worse your QS, the more you'll need to raise your bid (and therefore your costs) to maintain your position in Google's search engine.

3. Website traffic engagement
is measured via the following indicators:
Bounce rate (= percentage of visitors who leave the website after landing, i.e. they only view the landing page and then leave).
Number of pages/sessions
Average session duration
Usefulness for the marketing manager

These performance indicators allow you to ensure that the traffic brought to the website via paid campaigns (AdWords, Facebook, etc.) is quality traffic. Campaign targeting is therefore effective.

Results may be slightly lower than the "Organic" source if you don't have any branded campaigns. Without the latter, your campaigns won't benefit from the performance of the most qualified searches, which will instead go to the "Organic" source.

When these metrics are equally bad for all other traffic sources, it means the website is likely the culprit. I'll cover this in my next article, "5 Reasons to Invest in Conversion Optimization."