The most common way to measure ad success is to check your click-through rate (CTR), total conversions, and conversion rate. But how exactly should these numbers be used for further optimization?
Breakdown locations that you target
Compare how your ads are performing in specific locations. You will see insights from your ad analytics dashboard such as where your clicks are coming from, which location has more impressions, or which one has a higher conversion rate. For example, you may have launched the same ad and targeted Canada, U.S.A., and the UK.
From these numbers, you can make an informed decision about what to do with the other locations. You can either stop advertising there if the people have little interest, or you can advertise using a different approach, such as changing your ad image or CTA.
Make your landing page coherent to your ad
If your ad analytics show that you have a 15% CTR and yet you have no sales, it is possible that there is a disconnect between your ad and your landing page.
For example, let us say that you are selling a software program on your landing page and yet your ad image shows a healthy person sweating as he is running. There is an obvious disconnect here—the person running is not the image that represents what you are selling on your landing page.