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Google ads bid strategies
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Conversion rate:

(“Conv. rate”) shows how often, on average, an ad interaction leads to a conversion. It’s “Conversions” divided by the interactions with your ad.


CLICKS:

When someone clicks your ad, like on the blue headline of a text ad, Google Ads counts that as a click.

Impressions:

An impression is counted each time your ad is served on Google's ad networks. Impressions help you understand how often your ad is being seen


Conversions:

You choose which action (calls or form submissions) you would like to classify as a conversion. This metric shows the number of conversions you received after ad interactions.

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Search top impression rate:

The percentage of your impressions that are shown anywhere above the organic search results. Use this metric to see whether changes in performance are due to changes in your ads' location.


CTR:

Click-through rate (CTR) measures how often people click your ad after it's shown to them, which can help you understand the effectiveness of your ad. CTR is calculated by dividing the number of clicks your ad receives by the number of times your ad is shown.

Avg CPC:

Average cost-per-click (Avg. CPC) is the amount that you've paid for your ad divided by its total clicks. If your ad receives 2 clicks, one costing £0.20 and one costing £0.40, your average CPC for those clicks is £0.30. Note that Avg. CPC may at times be higher than Max. CPC.

Search absolute top impression rate:

the percentage of your impressions that are shown as the very first ad above the organic search results. Use this metric to see whether changes in performance are due to changes in your ad's location.

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Invalid Clicks:

Invalid clicks are clicks Google considers illegitimate. You're not charged for them, and they don't affect your account statistics. Google closely monitors clicks such as these, which may have been generated by repeated manual clicks or by automated tools, robots or other deceptive software.


Budget:

The budget column shows your campaign's daily budget. If the campaign draws from a shared budget, then the amount in this column reflects the entire shared budget.

Optimisation Score:

Your optimisation score is an estimate of how well your account is set to perform.

AVG CPM:

Average Cost per thousand impressions (CPM) The average amount that you've been charged for 1,000 impressions

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AVG Cost:

Average cost is the average amount that you've paid per interaction. How it works: This amount is the total cost of your ads divided by the total number of interactions.


Invalid Click Rate:

Invalid click rate is the percentage of clicks that have been filtered out of your total number of clicks due to being invalid. Invalid clicks are ones that Google considers illegitimate. You're not charged for them, and they don't affect your account statistics.

views:

A view is counted when the following occurs, and varies by format: a person watches 30 seconds of your video (or the duration, if it's shorter than 30 seconds) or interacts with your video.

View rate:

Measures the percentage of people who watched your video after they first saw the video or thumbnail. It equals the number of views that your ad receives divided by the number of impressions, including thumbnail impressions for video discovery ads.