Curious how your Google Search ads should be performing? While all businesses, industries and campaigns have different goals and objectives which can radically skew performance, this calculator should help you establish a baseline for PPC campaign performance.
Simply enter your estimated budget, how competitive your industry tends to be, what your industry type is and an estimate website conversion rate.
Spend: Spend is the net advertising cost. This does not include management fees, creative or anything else - purely the advertising hard cost.
Impressions: Impressions are the amount of times ads appeared, or were shown, in the given channel. Essentially how many ads were served by the advertising spend.
Click-through Rate (CTR): CTR is the rate at which impressions result in a viewer of the ad clicking on it. If 100 ads are shown and 1 person clicks, that is a 1% CTR. Clicks / Impressions = CTR
Clicks: Clicks are the amount of people who clicked on, or took an action on an ad. The click metric is also commonly associated with the number of website visitors.
Cost-per-click (CPC): Cost-per-click is the average amount paid in advertising spend per click on the ad. Spend / Clicks = CPC
Conversions: Conversions - which could be sales, leads, downloads, email opt-ins - is the total volume of conversion actions attributed to the ad spend.
Conversion Rate: Conversion rate is the rate at which a click turns into a conversion action such as a lead form submission, ebook download, email opt-in, sale, etc. Conversions / Clicks = Conversion Rate
Cost / Conv.: Cost-per-conversion is the average amount of advertising spend invested per resulting conversion action. Spend / Conversions = Cost-Per-Conversion
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