Last Updated on November 8, 2022

CTR

CTR overall is improving from year to year.

More searches on mobile than ever.

RSAs are getting even better and useful.

There is more to do with audiences.

Match Types less important as Google understanding intent more.

How to improve CTR?

Personalize ad copy via audience targeting

Leverage RSLAs

 

CPC

Stacked bidding strategies

Max clicks and target CPA bidding strategies does have a maximum click bid limit

 

CR

Mobile is a low conversion rate channel

Sites with lots of mobile traffic will have low conversion rates

Checkout processes are very important

 

CPA

It is all about the path

Reduce friction along the conversion path

Upsell at the checkout page

How to improve CPA?
Focus on search campaigns and not display.

Improve landing pages – use autofills where possible