You are CEO of a small e-commerce shop and your team is debating Google Ads performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit?

You are CEO of a small e-commerce shop and your team is debating Google Ads performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit?

• Lou: “We get a CPA of $15 on our e-mail campaign. Let’s meet or beat that benchmark across all marketing platforms.”
• Joe: “An MBA class once suggested ad-spend should always be 9% of revenue. Let’s use that as our target ROI.”
• Jane: “A $15 CPA is okay, but if we could get it down to $10 that would give us more profit-per-customer.”
• Pete: “Let’s start by verifying our campaign is profitable, then test different CPA targets to find which maximizes total profit.”

The correct answer is: Pete: “Let’s start by verifying our campaign is profitable, then test different CPA targets to find which maximizes total profit.”

Explanation: Evaluating ad performance on the Search Network

You've created your ad, and it's up and running. Your next step is to find out how it's performing. Tracking statistics like clicks and impressions is a great way to start. It's also important to think about what you're trying to accomplish with your campaign, so you can focus on the statistics that can help you achieve your goals.

If you're new to tracking your performance, start by clicking All campaigns in the navigation menu on the left in your Google Ads account. Click either Ads & extensions or Keywords from the page menu on the left to see statistics tables that show you a complete, customizable view of all of your data. You can keep the reporting simple or dig deeper for more detailed insights into the success of your campaigns.

NEXT QUESTION: What is a benefit of using the Google Ads Application Programming Interface (API)?