Introduction to Paid Search Metrics

If you’re just starting out with paid search for your practice, you may come across some unfamiliar or confusing terminology when reviewing your reports. To get the best return on your investment in paid search, it’s important that you monitor your campaigns regularly and make adjustments as needed along the way.

With that in mind, we have created a list of definitions to help you better understand your paid search reports so that you can make the right decisions for your campaigns.

Ad Group
An ad group is a group of ads that target a particular set of keywords. Ad groups are named after the focus of the ads and keywords in the group. For example, if your ads and keywords were related to hip replacements, you might have an ad group named “Hip Replacement.” Stats under your ad group report refer to the performance of the ad group as a whole.

Ads are what Google users see in the ad space when they search for the keywords you are targeting. Your ad report details the performance of each ad.

In paid search reports, “keyword” specifically refers to a keyword that you are bidding on. Your keyword report details the performance of each keyword.

“Clicks” refers to the number of people who clicked on one of your ads.

“Impressions” refers to the total number of people who saw your ads. “Impressions” differs from “clicks” in that a person may see your ad, but choose not to click on it.

Click-Through Rate (CTR)
The click-through rate is the percentage of people who saw your ad and clicked on it.

Average Cost per Click (CPC)
On average, the amount you paid for each individual click.

The total amount you spent on all clicks during the reporting period.

Average Position
On average, the location of your ad on the Google search results page.

Now that you have a better understanding of paid search metrics, you can begin to monitor your campaign and make adjustments as needed. If you would like to learn more about how paid search can help your practice, take a look at the topics below.

How Google’s Paid Search Works
Content Writing vs. Paid Search (SEO vs. PPC)
Quick Tip: Paid Search Advertising for Snowbird Patients