An ad group contains one or more ads that focus on a selection of keywords that relate to one another (Example: A mobile phone ad group, TV ad group and laptop ad group for JB Hifi).
Ad Rank determines your ad position, i.e., where your ad shows on the page in relation to other ads.
Average Cost-Per-Click (Avg. CPC): The average amount paid each time an ad is clicked. The lower the CPC, the better.
Average Position (Avg. Pos.): Tells the average position an ad appears in search results when that keyword is searched. For example, an average position of 1.4 means that an ad usually appears between the 1st and 2nd positions. Contrary to what many might believe, ad positions between 2 and 4 are usually much more effective then ad position 1. Why? Because they are cheaper, yet garner the same amount of impressions. Put simply, positions between 2 and 4 give you more value for your dollar, and we work to optimise your account so that your ads sit in these positions.
Clicks are when a user sees your ad and clicks on it.
Click Through Rate (CTR): Is the number of clicks an ad receives divided by the number of times that ad has appeared in a given time. This gives a good indicator of ad performance. A high CTR means an ad is performing well, a low CTR means poor performance. A CTR above 1.00% is deemed as very good.
Impressions are the number of times an ad has been shown.
A keyword is the term we know or anticipate the user will type into Google’s search engines. These keywords or phrases trigger ads to appear. (Example: ‘iphone 5s’, ‘buy smartphone’, and ‘cheap smartphones’ can potentially trigger JB Hifi’s ads for mobile phones to appear.)
Quality Score is Google’s estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad.