This is the "lifeblood" of online advertising.

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Google defines the conversion this way  :

 

A conversion is counted when a user interacts with your ad and then performs an action that you have defined as important to your business (such as making an online purchase or calling your business from their mobile phone) .

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To sum up, a conversion action corresponds to a specific customer acitivity on your site that benefits your business. Two types stand out depending on your activity.

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- For E-commerce, conversion = Purchase / payment

- For showcase sites , conversion = contact (via email, contact form, phone ...)

​Google Ads is based on an auction system. Whenever your ads can be triggered, Google will put you in competition with all advertisers targeting the same type of user (to simplify).

 

To separate the competitors and determine who will appear (or not) in a particular position, Google relies on multiple factors:

 

- Your bid

- The quality of the ad at the time of the auction

- The minimum classification thresholds for the advertisement (i.e. the reserve price)

- The competitiveness of an auction

- The context of the Internet user's search (geographic area, device, time of search, nature of search terms, other ads and search results on the page, and other signals and attributes),

- the estimated impact of your extensions and other ad formats.

 

This level of quality is often a source of questions.

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It is the result of several factors, among others:

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• Your ad's expected click-through rate (CTR): This factor is based in part on the history of clicks and impressions generated by your ad. .

• The relevance of your ad to the search

• The quality of your landing page: the relevance and transparency of your page, as well as the ease of navigation on it.

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Why ensuring a good level of quality is important:

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• If the quality score of your ads is too low, Google will not make you participate in the auction, your ad will not be shown because Google will consider that the ad is not relevant enough for the user.

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• The higher the quality score is, the better the position of the ad will be.

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• The ability to display extensions and other ad formats: The ranking of your ad determines whether it can be displayed with extensions.

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• Lower the actual cost per click (CPC): Higher quality ads can often lead to lower CPCs. So you pay less for each click.

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Overall, the higher the quality score of the ad, the lower the costs and the better the position of the ad is.

Available for Search Network and now Display campaigns, this indicator is not necessarily indicative of the quality of your campaigns.

 

I t is above all be an estimate of the potential of your Google Ads account as you set it, as Google defines. Clearly, it is above all an indication as to the quality of the structure of your campaigns. A low optimization rate must above all alert the user to the implementation of "good practices" on his account.

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It should not be confused with the level of quality.

Because, if they are well configured, conversion actions allow you to :

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- Know which keywords / ads / Ad group / campaigns generated the best trafic (the most sales and / or the most contact generated). Then you can adapt your strategy according.

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- Know the number of customers likely to interact with your ads on one device or browser, and then convert on another.

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- Overall, Google Ads is a system where machine learning is omnipotent, the more grain the system received, the better it works and the more your performance can be optimized.

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The grain is the data reliated to the user behavior on your site and ad.

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An account without conversion is an account that is crusing on sight! If your account is managed by a pro but no conversion action is in place, you should be worry, it is not a good sign ...

To simplify, the search network corresponds to the advertisements appearing on the Google search engine when a user performs a search (also called "queries")

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If you want your ads to appear there, you must link them to "keywords". Your keywords correspond to the terms for which you would like to be found by Internet users. They are used to link user searches to your ads.

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The keywords you choose therefore permit to your ads to be displayed to potentials customer

This depends on the degree of similarity of your keywords with the search terms entered by the Internet user but also on the types of correspondence associated with your keywords.

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This is often where the shoe pinches ... Uninformed users all too often generate lists of keywords without paying attention to these different types of correspondence, which has the consequence of generating non-qualitative postings and clicks.

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The default match type on Google Ads is "broad match". This technique potentially allows the system to display your ads for any search that contains your keywords. The advantage is that it makes it possible to generate a lot of display and therefore to reach a large number of searches / people; the problem is then to know if your money does not go out on unnecessary clicks

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Ex: You are a taxi in Paris. You integrate the word "taxi" into your keyword range (logic), using the famous broad query.

You will appear well for searches such as "looking for a taxi", "Paris taxi number", "Paris rapid taxi" etc ... But you also risk paying for ... "Taxi 5 the film", "Taxi license price at Paris "," Joe the taxi "... etc ... in clear all searches including the term but whose meaning is different.

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For more details, I invite you to consult the Google Ads support page on this subject: See here

You already know that the "click" column indicates the number of clicks received during the selected period .

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In the domain of online advertising, impressions represent the number of times the ad has been displayed. In other words, impressions = displays.

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The CTR therefore tells you the percentage of users who clicked on your ad when it appeared on their screen.

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This CTR is an indicator available at all levels of Google Ads, from a single ad, to the level of the entire campaign. Its usefulness is multiple.

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A low CTR on search ads (- 5% *) is a bad sign. It could be explained by:

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- Badly written / unattractive ads . Users see your ad but don't click much because it is poorly written and / or unattractive.

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- Badly chosen keywords : Your ads are triggered (on the search network) by irrelevant keywords. Clearly your ads may be displayed for irrelevant searches.

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- A bad ranking : By ranking I mean the position of your ads when they are displayed

The click-through rate is one of the components of the "quality score". The logic is this: If your ads are displayed often but little clicked, Google will eventually downgrade you, the system thinking that your ads are not worth showing instead of your competition!

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* indicative figure not to be taken literally. Your performance can be good with lower CTR,