So you’re a small business owner using Google Ads to attract new business, but you’re by no means a PPC expert. The endless list of acronyms and numbers to follow are overwhelming you. Fear not, we’ve got the basics narrowed down and explained for you, so you can understand your performance.

CTR
CTR Stands for click-through rate, and is the percentage of your ad viewers who actually visit your webpage after seeing your ad. Using your CTR you can measure how targeted your ads are. Google also uses your CTR when determining your quality score and cost.

Quality Score
Quality score is a number between one and ten that Google assigns to each of your keywords based on ad relevance and landing page relevance. The more relevant your ads and landing pages are to your keywords, the higher your quality score will be. A healthy quality score will drive down your prices, and allow you to achieve a higher position in searches.

Conversion Rate
Conversion rate is the percentage of searchers who view your ads to those who actually click-through and proceed to complete a conversion action. Some examples of conversion actions are registration sign ups, downloads, or online purchases. Conversion rates allow business to tie return on investment to each campaign, ad group, and even keyword.

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