We know each campaign has a different goal set and bid strategy and here are the top most important KPIs you must not ignore while reviewing campaign performance.
Clicks: You can see which campaign, ad group, keyword or ad got the highest number of Clicks.
Impressions: How well your campaign is performing on Google Networks and Partner sites.
Click Through Rate (CTR): It shows Rate (%) at which your ads engage with the audience. Higher CTR means that the ad is appealing to the target segment. Formula for calculating CTR% is Clicks/Impressions.
Cost Per Click (CPC): It’s a cost that is charged on a click for your ad. A high CPC means that you are being charged a lot for the clicks which is not good for your campaign. Improve your campaign performance by lowering Avg. CPC cost.
Bid-Strategy: This metric decides your campaign approach, if you want more traffic then choose Max. Clicks as your bid strategy. Review your campaign objective and select the relevant Bid Strategy Type.
Conversions: If you are enabling User action on your landing page and tracking it through conversion set up then this metric will help you understand total number of conversions your campaign received. For better analysis, select the date range and check conversion performance at the campaign level, ad group level, keyword level and ads level.
Optimisation Score: It shows how well your campaign is designed in terms of ad relevance, budget allocation, keyword performance etc. We suggest to keep campaign’s optimisation score above 80% to 85%.