The idea that you can get your business in front of the eyes of potential customers as fast as they can enter a keyword is pretty exciting and still a bit mind-blowing. Reaching the exact people you want to target with your specific message on demand—just a dream not too long ago—is now an accessible and manageable reality for a business of any size and budget.

But once you’re using Google AdWords to grab the attention of those potential customers, how do you know they’re coming to your website and becoming actual, bona fide customers? How can you tell if your Google AdWords campaigns are working once you’ve launched them?

There are three main indicators of AdWords campaign performance. You’ll find these broken down under the Campaigns tab in your AdWords account. They are:

Impressions – This is the number of times your ad was shown on Google. The number of impressions tells you how many views your ad got from potential customers searching for specific products or services.

Clicks – This number shows you how many times your ad was clicked on. This will give you a measure of potential customers being sent directly to your website from the ad.

Click-through rate – This is the most crucial figure—it’s the percentage of clicks you received out of total number of impressions. The higher your click-through rate, or CTR, the more you know your ads have appeared in front of the people who are the best fit for what you’re offering.

CTR also affects the Quality Score of the keywords you’re using. This is a measurement of relevancy of your ads, keywords and website to each other. Your keyword Quality Score can have an impact on ad cost and positioning, so it’s advantageous to keep your score up by sticking to accurate, pinpointed keywords that are a perfect fit for your products and services.

The tipping point between impressions and clicks often lies with the keywords you are choosing. These terms need to be very specific in order to ensure they’re seen by the specific people you want to attract. So it’s important to take a very close looks at which keywords are driving traffic to your site.

If you think about the way you search for something online, you probably use a pretty precise combination of words to help you find just what you’re looking for. If you want to find a place to eat, for example, you won’t just search for “restaurant”; you’ll enter the name of your neighborhood, the type of cuisine, and so on to help you hone in on the perfect place.

Once you find the winning keywords to make people flock to your website from your ad, you can use Google Analytics to find out how many people become actual customers and learn things like how many people found your website through AdWords, which keywords they used, how much time they spent on the site, whether they made a purchase and more.

You’ll find much more about using Google Analytics and improving your AdWords performance in future blog posts from our Roswell, GA based team. We work with business to ensure the highest levels of success and conversions from Google Pay Per Click Campaigns. If your business is interested in learning more about Google Adwords, Pay-Per-Click (PPC), or you want to improve on your existing efforts, feel free to contact heystac for a consultation.