Welcome back to Online Advertising 101. Today we are going to finish our Numbers of Google Series.  Last time we covered the most important numbers we at Buzz follow: impressions, clicks, & cost.   

Today’s we will cover the other 4 numbers that we follow.  They aren’t as important as last week’s but they are very helpful when deciding if your ads are working or not.   

Phone Calls- 

-This tells you how many people click on your ad and complete a phone call. 

-This is something that is important because most franchisees want customers to call to discuss prices and set an appointment.  

-If you aren’t getting many calls, then something is wrong.   

-On average, our locations average about 30-40 calls per month.  

CTR or Click-Thru-Rate- 

-This measures how often people click on the ad. Or in other words, out of everyone that saw your ad, this is the percentage of people that clicked on the ad.   

-This tells us how relevant your ads are.  

-According to Google the average CTR runs about 3%.   

-Because we are over achievers at Buzz, our goal is to reach 7-10% with each account.   

Average Cost-per-Click- 

-This is the average cost of each click.  I’ve found that the location and the numbers of competitors are what affect this number the most. 

-This number helps us determine your budget.   

-If you have a high cost-per-click, you will have to spend more to receive the number of clicks you want.   

-If you have a lower cost-per-click, you can have a lower budget and still reach everyone you want.   

Conversions- 

-The number of conversions you received after the ad was clicked on.  What is considered a conversion can vary and is decided on by the advertiser. 

-This number is important if you are selling items online because it tells you how many items you sold.   

-since NOVUS doesn’t sell anything online, it’s not as important to us but it does help.  

This concludes our Numbers of Online Advertising.  If you have any questions or want more information, please feel free to reach out.   

If you have your Google numbers and want to know how they compare to our averages, let me know.  I’ll gladly provide you with a non-bias, no obligation comparison to make sure you aren’t wasting your money!