The ABC’s of PPC

CPC? What is that?

CTR? What does that mean?

Impression share? Who am I sharing this with?

There are many useful metrics within Google Ads to gauge how well your ads are performing. Unfortunately, Google has not made it very easy to find out what these metrics mean within the tool. Thankfully, we have created a handy-dandy guide with all the important terms (and abbreviations) you need in order to keep track of how your ads are doing!

PPC

While many people use this to talk about “advertising” in general, it actually means pay-per-click. This is the primary method used to charge campaigns.

PPI/PPM

Pay-Per-Impression/Pay-Per-Mille. This means you are charged when people view your ad, not necessarily click on it.

PPV

Pay-per-view is a TV term. Not important.

Campaign

This is the container that holds your ad groups, keywords, and ads.

Ad Group

This is the container that holds your keywords and ads.

Keyword

A list of terms within an ad group that are bid on to trigger your ads when someone searches for that keyword.

Bid

The maximum amount you are willing to pay for a click on your ad from a search term.

Impressions

The number of times your ad appears when someone searches for a keyword you’re targeting.

Clicks

The number of times someone clicks on your ad.

CTR (Clickthrough Rate)

This is the percentage of searchers who click on your ad after seeing your ad (clicks/impressions).

Avg. Position

How high up in the Google search results your ad shows up on average. There are ad placements at the top and bottom of each page (4 top, 3 bottom).

CPC (Cost Per Click)

How much a click on one of your ads costs on average

Cost

How much your campaigns have spent.

Conversions

The number of times someone takes an action on your site after clicking on an ad (contact form fills, calls to the firm, chats).

Quality Score

A score out of 10 of how relevant your ads, keywords, and landing pages are to a person who sees your ads.

SIS (Search Impression Share)

Of the number of times your ads were eligible to appear in the search results, this is the percentage of time they actually appeared.

Search Lost IS (budget)

How often your ad did not appear in the search results because your campaign’s daily budget was too low.

Search Lost IS (Rank)

How often your ad did not appear in the search results because your campaign’s Ad Rank was too low.

Click Share

Of the number of times your ads were eligible to receive clicks, this is the percentage of time they were actually clicked on..

Search (Top) IS

Of the number of times your ads were eligible to appear at the top of the Google search results, this is the percentage of time they actually appeared.

View-Through Conversions

Conversions that are recorded when a user views (but doesn’t click on) your ad, and then converts later.

View-Through Conversion Window

A period of time that you set to allow Google Ads to count view-through conversions.

Ad Rank

This determines your ad position and whether your ads will show at all. There are 3 things that affect your Ad Rank: bids, expected clickthrough rate, and quality score.

 

Understanding the meaning of these metrics is just one part of running successful Google Ads campaigns. Take a look at some of our other articles about advertising, or download our free guide for more help.

Google Ads Rolls Out New Automated Location Extensions

Optimizing your Google Ads account has become much more automated thanks to automated location extensions!

If you own a Google My Business profile that is connected to the same domain as your ads, Google Ads will automatically recognize that these accounts belong to the same business and will automatically create a location extension for your ads.

There are 3 main reasons why you want to make sure you have location extensions enabled for your ads:

  1. It provides more information to the searcher, making them more likely to click on your ad
  2. It helps make your ad stand out among other ads in the search results
  3. If you have multiple locations, Google will show the location that is closest to the searcher in your ad

This new feature is set to be rolled out at the end of October 2018. With this new update, it’s much easier to make sure that your ads are following Google’s best practices!

You can learn more about how to utilize ad extensions in the legal industry here.

 

 

Use Google’s New Search Snippet Character Limit to Your Advantage

Have you noticed something different about your Google search results?

Google search of patent law

The link descriptions for search results, or snippets, are longer than they used to be!

For decades now, the bright minds on Google’s Search Team have been testing the character limits on these snippets. Recently, Google finally took the plunge and extended the maximum character limit on these snippets from 165 to 320 characters. It seems like a minor detail to base an entire blog post on, but it’s actually a very important update.

What are snippets?

Google defines search result snippets as, “a description of or an excerpt from the webpage.” This means that when you type a query into Google’s search bar, Google will automatically create the snippet by populating the most relevant content from webpages to your query. For example, if you search “first to file” on Google, the snippet for a Wikipedia article appears like this:

google search of first to file

search snippet of first to file google search

But, if you search for “first to file prior act,” the snippet for the exact same article changes.

google search for first to file prior art

search snippet for first to file prior act

In these specific examples, Google has auto-populated each of the snippets based on their queries. However, through most content management tools, you can optimize the snippet that Google displays by editing the meta-description of your page to a searcher’s query.

Why should I care about longer snippets?

While snippets are, for the most part, created by Google itself, they are the main way to convince a searcher to click on your webpage. The extension of the character limit on search result snippets means that now more of your content is being displayed by Google. The more content that appears, the more content a searcher can use to determine how relevant your page is to their search. If you have pages with meta-descriptions you have written, you can use this new character limit to your advantage to include more information about your page in the snippet for the searcher.

How should I take advantage of this change?

There are probably hundreds of individual webpages on your website, so editing each and every meta-description to cater to this new character limit seems like an incredibly daunting task. Rather than spending several hours scouring all of your webpages to edit each meta-description, focus your time on your site’s most important pages, and the pages that receive the most search traffic. From there, you can extend each description to include more relevant information to the page. By making this small change, you can greatly impact your SEO.