Search Campaigns
Search campaigns capture existing demand.
Evaluation focus:
CTR
Indicates keyword relevance and ad alignment.
Low CTR:
- Keyword mismatch
- Weak ad copy
- Competitive dominance
Conversion Rate
Shows intent quality and landing page alignment.
High CVR:
Strong intent match.
Low CVR:
Traffic mismatch or landing issue.
CPA / COS
Primary decision metrics for performance Search.
Search is typically bottom-funnel, so efficiency matters strongly.
Search Query Relevance
Always review:
- Actual queries triggering ads
- Negative keyword opportunities
- Intent alignment
Search evaluation is precision-driven.