Step 3: Analyse Traffic Quality Signals
Instead of focusing purely on CPA in early days, analyse:
Search Query Reports (Search)
- Are queries aligned with intent?
- Are irrelevant terms appearing?
- Do you need negative keywords?
Relevance correction early prevents waste later.
Placement Quality (Display)
- Are placements contextually appropriate?
- Is there suspicious traffic?
- Is engagement extremely low?
Early placement exclusions can protect budget.
Engagement Metrics
- Time on site
- Bounce rate
- Pages per session
These indicate whether traffic aligns with user expectations.