297: 5 Data Columns in Google Ads You Must Understand! - a podcast by Chris Schaeffer & Jason Rothman: Pay Per Click (PPC) Search Engine Marketing Experts

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Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/

Links:
About optimization score - https://support.google.com/google-ads/answer/9061546

Relative CTR - https://support.google.com/google-ads/answer/2454071
 
Understand your conversion tracking data - https://support.google.com/google-ads/answer/6270625

About view-through conversions - https://support.google.com/google-ads/answer/6270625

Show Notes:
In this episode, Chris and Jason break down 5 data columns in Google Ads that they consider underused or get asked about frequently.

(5:33) News - Facebook shares plunge more than 20%

(9:30) Optimization score
Optimization score is an estimate of how well your Google Ads account is set to perform and is able to determine your campaign's goal through your bid strategy. 

(17:54) Relative CTR
Relative CTR measures how your ads perform on Display Network sites compared to other ads on the same sites. 

(28:45) Conversion Value/Cost
Conversion value per cost estimates your return on investment. It's calculated by dividing your total conversion value by the total cost of all ad interactions. 

(32:53) View-through conversions
View-through conversions tell you when customers see, but don't interact with your ad, but then later complete a conversion on your site. 

(42:39) Active Bid Adjustment (at the ad group level)
Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search.

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