This article provides essential information about key metrics and concepts in Google Ads for the Dental Industry.
Here is a Keyword Glossary to enhance your comprehension of Google Ads reporting metrics.
- Keywords: Words or phrases you choose to trigger your ads when users search on Google.
- Impressions: The number of times your ads were shown to users in search results or on websites in the Google Display Network.
- Clicks: The number of times users clicked on your ads, which can indicate the level of interest.
- Click-Through Rate (CTR): The percentage of users who clicked on your ad after seeing it. Calculated as (Clicks / Impressions) x 100. For the Dental Industry, we aim to keep our clients between a 5%-7% CTR.
- Average Cost Per Click (CPC): The average amount you pay each time a user clicks on your ad.
- Conversion: A desirable action taken by a user on your website, such as filling out a form or making a phone call.
- Conversion Rate: The percentage of users who completed a desired action after clicking on your ad. Calculated as (Conversions / Clicks) x 100. Our goal is to have our clients between a 15%-20% conversion rate to indicate a strong performance.
- Ad Group: A set of related keywords and ads within a campaign. Helps organize and target your ads effectively.
- Campaign: A high-level structure in Google Ads that contains one or more ad groups and has its budget and settings. Your Google Ads account has three campaigns - Branded (which are users typing your exact practice name), Geo (users searching Dentist in City etc.), Local (users looking for services ex: Teeeth whitening near me, Emergency dentist etc.)
- Negative Keywords: Keywords you specify to prevent your ads from showing when certain terms are searched, helping to filter out irrelevant traffic.
- Impression Share: The percentage of times your ads were shown compared to the total number of times they could have been shown.
- Ad Schedule: The specific times and days of the week when your ads are scheduled to run.
- Ad Copy: The text and creative elements of your ad that users see in search results.
- Ad Budget: The total amount of money you allocate to spend on your Google Ads campaign during a specific period, typically daily or monthly.
- Top Impression %: The percentage of times your ad appears at the top of the search results compared to the total number of times it could have appeared in a top position. This metric helps assess the visibility of your ad at the top of the search results page.