The document provides information about digital marketing and key performance metrics. It discusses: - The importance of numbers and metrics like click-through rates and conversion rates for evaluating digital marketing campaigns. - Guidelines for good click-through rates depending on industry and ad position, with rates like 6%+ for position 1 and 1% for position 5 and lower. - That average conversion rates are around 2-5% but the top performers achieve much higher rates like 11%+, indicating there is room for most to improve substantially. - How Google Quality Score affects ad rankings, costs, and return on investment, making it important for marketers to optimize.

1. DIGITAL MARKETING LIKE NO OTHER
If you are looking for a Digital Marketing Guru experienced in Customers Acquisition, PPC optimization and management, Lead
Generation, Email marketing and Customer Retention strategies, i m the man you are looking for.
Reading the Reports i have attached here, you can understand that the numbers are the most important thing in the Marketing. Only the
numbers can tell you the real value of my way to see and create Digital Marketing Campaigns.
All professionals in the Digital can make a lot of promises, all them can promise to find for your business hundred customers a day, but
the real thing is that Digital Marketing is like mathematics, Digital Marketing is made from numbers, and high numbers means more
results, better visibility, more customers and at a cheaper cost... thanks to my knowledge in Google and in its secrets, yes, the Google
secrets that no guides or courses explain you.
The quality traffic is a result that a good Digital Marketer can reach thanks to the knowledge in the fundamentals of Adwords
management and applying the basic rules learned in one of hundreds guides findable on the net, but discover the way that takes you
the tip of the iceberg that forming the high quality traffic with the most HIGHEST CONVERSION RATE, this is another history.
Yes, because Google knows very well IPs of all users searching some products or services on the Search Engine, it knows Name and
Surname of all them, and it know very well the User behaviour and who and when registers his details in a landing page, who and when
makes some online orders, who and when buys something in some website. Google knows all this, and these users who are used
buying online and who are used to complete online tasks, all these forming the quality traffic i mean.
Who will be able to find this kind of traffic? Who will be between the competitors the one able to drive this high quality traffic to his
customers? I’m able, because i have found this way, because i have understood how Google think.

2. What Is a Good Click-Through Rate (CTR) for PPC?
If you are involved with pay-per-click advertising, one of the metrics you should be concerned with is click-through rate. Click-through
rate is the percent of ad views that result in clicks, and it is one of the key factors in Google’s search engine results ranking formula. Ads
with higher click-through rates get better quality scores and higher placements in Google search results. This doesn’t mean, however,
you should aim for the highest click-through rate possible. Why? Because each click costs you money. If your conversions aren’t
keeping up with you click costs, then you will be losing money.
So, what’s a good click-through rate then?
Your ideal ad click-through rate takes time to determine. It’s not the same for everyone, and average CTR depends on such factors as
your industry, keywords, and conversion rate. Still, it’s helpful to have some general guidelines for starting your AdWords campaign.
Earlier this year, a Google employee said that beginner advertisers should shoot for a 2% click-through rate. This figure is not set in
stone, he said, but a reasonable starting point. Then, as the advertisers get more involved with their campaigns they should focus more
on their return on investment than their click-through rate, the employee said. Other PPC experts recommend a 2% to 5% click-through
rate for competitive industries and a 5%+ click-through rate for non-competitive industries. The click-through rate is higher for non-
competitive industries because customers with fewer choices are more likely to click on a pertinent ad. For example, someone looking
for a pink vintage pinball machine is more likely to click on a relevant ad than someone looking for a printer.
When Is 2% Not a Good CTR? The Relationship of Click-Through Rate & Ad Position
Everyone always asks me, “What’s a good click-through rate?” The standard answer I always hear is 2%. My answer is always, it
depends.
If you don’t want your Quality Scores to suffer, you need to think twice about always targeting a 2% CTR. Quality Scores are very
dependent on your CTR by Average Position, so it’s worth getting a good understanding of what this means.
So, what does it mean? People will usually click on the top ad of a SERP (search engine results page), because, well, it’s the first
thing that they see. Position 1 will always have a high CTR, and CTR will continue to descend naturally in positions 2, 3, 4 and so on.
This being the case, Google knows that position 1 and position 4 are not created equal, and therefore does not treat them equally.
Google does not want to give up their prime real estate (position 1) for a 2% ad CTR when they can triple their revenue with a 6% CTR.
Sure, you can bid up and get there, but what will Google do about this? Drop your Quality Score significantly so you are literally paying
for it (or reward you with the dreaded “Rarely shown due to Quality Score” message that you may be seeing in your account). The
opposite is true of lower positions. If you’re putting up a 2% CTR in position 8, Google will reward you with a high Quality Score for
bringing them clicks and revenue so low on the page. You’ll pay a lot less and may see Quality Scores of 7+.
So, What’s a Good Click-Through Rate?
Here are some good CTR targets, depending on ad position, for some 7+ Quality Scores:
Position 1: 6%+
Position 2: 4-5%
Position 3: 2-3%
Position 4: 1-2%
Position 5 and lower: 1%
Remember, average click-through rate isn’t the only thing that affects Quality Score, but it’s one of the largest factors and deserves
some serious attention.

3. Understanding the Search terms report
Use the Search terms report to see how your ads performed when triggered by actual searches within the Search Network. Identify new
search terms with high potential, and add them to your keyword list. Look for search terms that aren't as relevant to your business, and
add them as negative keywords. This can help you avoid spending money showing your ad to people who aren't interested in it.
What's the difference between a search term and a keyword? A search term is the exact word or set of words a customer enters when
searching on Google.com or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a
given ad group to target your ads to customers.
What Is the Search Terms Report? Why Is It Important?
The search terms report is similar to the search query reports you used to find in the AdWords reporting center in the old Google
AdWords interface. Search queries are certainly an extremely important piece of online advertising as they show you not only the
keywords that you’re bidding on, but the actual queries that are driving traffic to your site. Search query data offers you insight into
which queries aren’t working (even when they may be associated, at a higher level, with keywords that are) and which queries are
working better than you thought.

4. Everything You Know About Conversion Rate Optimization Is Wrong
But what is a good conversion rate? If you're already achieving 3%, 5% or even 10% conversion rates, is that as high as you're going to
go?
Through an analysis of this massive amount of data on landing pages and conversion rates, i was able to identify some common traits
of the top converting landing pages. What do they have that you don't? Believe it or not, there isn't much standing between you and
conversion rates double or triple what you're seeing today.
What is a Good Conversion Rate?
Hint: it's a lot higher than you may think.
Conventional wisdom says that a good conversion rate is somewhere around 2% to 5%. If you're sitting at 2%, an improvement to 4%
seems like a massive jump. You doubled your conversion rate! Well, congratulations, but you're still stuck in the average performance
bucket.
So what is a good conversion rate? About 1/4 of all accounts have less than 1% conversion rates. The median was 2.35%, but the top
25% of accounts have twice that – 5.31% - or greater. Check out the far right red bar – the top 10% of AdWords advertisers have
account conversion rates of 11.45%.
Remember, this isn't for individual landing pages – these advertisers are accomplishing 11.45% conversion and higher across their
entire account.
Clearly, this isn't some anomaly; this is perfectly attainable. If you're currently getting 5% conversion rates, you're outperforming 75% of
advertisers … but you still have a ton of room to grow!
You should be shooting for 10%, 20%, or even higher, putting your conversion rates 3x to 5x higher than the average conversion rate.
Aspire to have these landing page conversion rate unicorns in your account.

5. Quality Score: What Is Quality Score & How Does it Affect PPC?
If you’re trying to master PPC, you need a solid understanding of Quality Score. That’s because your Quality Scores have enormous
influence over the cost and effectiveness of your paid search campaigns. Just as your credit score can affect whether or not you qualify
for a loan and how high your interest rate is, Google Quality Score affects how your PPC ads perform and how much you pay for each
click.
What is Quality Score?
Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per
click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on
multiple factors, including:
 Your click-through rate (CTR).
 The relevance of each keyword to its ad group.
 Landing page quality and relevance.
 The relevance of your ad text.
 Your historical AdWords account performance.
No one outside of Google knows exactly how much each factor “weighs” in the Quality Score algorithm, but we do know that click-
through rate is the most important component. When more people who see your ad click it, that’s a strong indication to Google that your
ads are relevant and helpful to users. Accordingly, Google rewards you with:
 Higher ad rankings
 Lower costs
Benefits of Improving Google Quality Score
By optimizing your Quality Scores, you’ll be setting yourself up for higher return on investment (ROI). That’s because higher Quality
Scores correlate with lower cost per conversion! Cost per conversion is different from cost per click. It’s not how much you pay for each
click, but how much you pay when someone takes the action you want them to take, whether that’s signing up for a free trial or making a
product purchase. Since not every click results in a conversion, cost per conversion is generally higher than cost per click.
Luckily, strong Quality Scores lower both your cost per click and your cost per conversion.