Google Ads[1] is an expensive game if you get it wrong.
So, we figure you’re doing what you can to measure the performance of your campaigns[2]. But just how are you doing that?
Our best guess is you’re using your own historical data to measure your success. Of course, the inbuilt problem there is that it’s only your data. And there are few actionable insights you can get from it.
Now, we’re not saying it’s useless. These metrics will show you if you’re improving month-on-month, but the data will only show you how you’re improving against yourself.
Because when you look at your own historical data, pretty much all you can take from it is: are we doing better than we were doing before?
If the answer is no, then back to the drawing board, but if the answer is yes, you’re doing better than before, so good for you.
But how does your data stack up against the average across your industry?
We’re going to go out on a limb and say you don’t know the answer. You don’t know how you stack up against industry averages. And we’ll tell you why you don’t know…
Because that information is not so easy to get your hands on, and for most businesses it’s to all practical intents impossible.
And until you do know how you’re doing against industry averages, you’ll never know if your campaign is a true blockbuster.
Numbers: Google Ads across industry
A few years ago, Wordstream[3] started running analysis of their client accounts to find answers on conversion rates, cost per click (CPC), click-through rate (CTR),