A Better Way to Judge Text Ads

A neat way to factor in both CTR and conversion rate when it comes to evaluating your Google Ads text ads.

When judging your winning ads, you often face a trade-off between an ad with a higher CTR, and another with a better conversion rate…

Instead of weighing up those metrics against each other every time, here’s a way to cut straight to a definite winner…

Here’s how: You can create a custom column to factor both CTR and conversion rate into a single metric: ‘impression conversion rate’. This will tell you the number of conversions each ad generated per 100 impressions – factoring in both CTR and conversion rate with a single score – and it’s simple to set up…

In the ads view, go to ‘Columns’ > ‘Modify’, scroll down to ‘Customised Columns’ and select ‘New Column’… 

Name the new metric, put in ‘Conversions ÷ Impressions’ and choose ‘%’ for the metric type.

Welcome to your new favourite metric for judging ads!

More Useful Stuff…

Join my Free PPC Facebook Group

Get 1-2-1 Help with Your Campaigns

Want Me to Manage Your Account?

Share this post

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Share on print
Share on email

Lastest Posts

RSAs - are they up to the job?

Milkshake, anyone? In the opening of his popular book, Competing Against Luck, Clayton Christensen, tells…

How to Choose an Attribution Model in Google Ads

How to make an informed choice about your attribution model (course extract)...