Your quality score, relevance score, or what have you is very important. The better your ad performs, the better off you are. Ads that are clicked a higher percentage of the time earn you a higher relevance score. Ads that are reported frequently tank in relevance score. Google, for example, cares about how well you’ve built out ad groups and how well you’re testing different ad variations.įacebook rolls in some other factors. Quality score also tends to measure how well you’re using the ads program. An ad for red shoes that leads to enterprise budgeting software is going to be a lot less relevant, unless of course the software is called Red Shoes. An ad for red shoes that leads to blue shoes is less relevant. An ad for red shoes that leads to a product page for red shoes is high in relevance. What does your quality score measure? Typically, it’s a compilation and analysis of various factors that measure how useful your landing page is to the people who click your ads. In all cases, it’s measuring roughly the same things. In most ad networks, there is a measurement of quality, often called your quality score for the sake of simplicity. You can see more in an infographic from WordStream here. By contrast, travel and hospitality ads are closer to $1.55 per click, and ads in the legal industry are almost $6 per click. AdWords search ads for that industry average 19 cents per click. Others are minimal, due to flooding or low value.įor example, ads in the dating and personals industry are extremely cheap, because you need an extreme volume to get any returns. Ads in some industries are more expensive than average, due to higher competition and higher budgets. Ads in search are generally more expensive than ads in the Google Display Network. The first is whether or not you’re running your ads in search. Well, there are two factors that go into this comparison. With Google AdWords, you may be curious how your CPC stacks up. No ad network these days can operate without an analytics dashboard, so you can be sure the information is available, even if it’s slightly inaccurate due to timing or sampling. In any case, any ad network you use, you can check your metrics and analytics built into the platform to check your CPC. That will get you more views and a higher number of conversions, since the conversion rate is better. If you run four ads and they all perform about the same conversion-wise, you’ll want to invest more in the one with the lower CPC. Knowing CPC is, for the most part, a comparative number. ![]() What it comes down to is the value you’re getting out of knowing the numbers. ![]() You could have a higher CPC on an ad that, since it was optimized per action, gave you quite a number of conversions but a much lower number of clicks altogether. You could have a low CPC on a Facebook ad that resulted in no conversions whatsoever. This will show you the actual cost per click for those ads.īe aware, though, that CPC is not necessarily a valid metric. Specifically, you’ll want to take the total amount you paid to run an ad and divide it by the total number of clicks to that ad you received. ![]() If you’re using something like Facebook ads, which have better bidding structures, like cost per action or OCPM, you’ll have some calculating to do. Other ad networks will show their own CPCs as well. All you need to know is that AdWords will record the amount of money in total and the CPC of the ads you run. Don’t worry about that, though you don’t need to know or care about those numbers directly, not for our calculations. The formula is your competitor AdRank divided by your quality score, plus. For example, Google AdWords has a listed CPC and an actual CPC. The first and easiest form of CPC you can check out is the CPC provided to you by the ad networks you’re using.
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