Evaluating Paid Search Metrics

Paid Search can help you reach your target audience quickly and effectively. However, to truly measure the success of your campaigns, you first need to understand the Key Performance Indicators (KPIs) used.

In this blog post, we will discuss three crucial metrics - click-through rate (CTR), conversion rate, and quality score – and provide a guide for interpreting and improving these KPIs.

Understanding the KPIs

Click-Through Rate (CTR)

Click-Through Rate (CTR) measures the ratio of clicks you have received to impressions, providing insights into the effectiveness of your ad copy. A high CTR signifies that your ad resonates well with the audience and compels them to take action by clicking on it.

To optimise CTR, create quality ad copy that utilises relevant keywords.

Conversion Rate

While CTR measures the clicks, Conversion Rate measures the ultimate goal – conversions. Whether this is a purchase, sign-up or download, this metric measures the percentage of users who took your desired action, and understanding this is vital in evaluating the overall effectiveness of your campaign.

Enhance your conversion rate by optimising your landing pages, refining targeting strategies, and ensuring a seamless user experience from start to finish.

Quality Score

Quality Score comprises ad relevance, landing page experience, and expected click-through rate. A high-quality score can significantly impact your ad rank and Cost Per Click (CPC). Therefore, it has an important role in determining the success of your Paid Search campaign.

Boost your Quality Score by creating relevant, high-quality ads with optimised landing pages. Continuously refine your keyword strategy and ensure your target keywords appear on the landing page for increased performance and cost-efficiency.

Interpreting the data

Like with other forms of marketing campaigns, successful Paid Search campaigns are built on data-driven decision-making. By regularly monitoring the KPIs mentioned above, you will be able to make informed adjustments to your strategy.

Our advice? Set benchmarks for these KPIs based on industry-specific averages and continuously work to exceed them. Implement A/B testing on different ad copies, keywords, and landing pages for valuable optimisation insights.


Understanding the metrics mentioned in this blog is an underrated tool for continual success. Click-Through Rate, Conversion Rate, and Quality Score are invaluable insights that can make or break your Paid Search campaign. By working to improve these KPIs, you can effectively refine your strategy and maximise your Return on Investment (ROI).

Are these KPIs not where you want them to be? ExtraDigital can interpret the data and identify opportunities for optimisation.

Monday 18th March 2024

⇐ Back to Blog | ⇐ Back to PPC

View our PPC Successes 

eCommerce ppc

PPC for Beach Fashion Store

49% more sales and 68% increase in the revenue from PPC.
Read Our Case Study

eCommerce ppc

PPC for Click Metal

Paid search revenue increased by 124%

Read Our Case Study

facebook ppc

Facebook PPC Advertising

80% increase in site traffic during the campaign

Read Our Case Study

Join over
300 happy customers
Top of page