“There are three kinds of lies: lies, damned lies, and statistics.”
Mark Twain wrote, supposedly quoting Benjamin Disraeli.
Simply put, statistics only tell part of the story and the same is true of Google Ads and Google Analytics metrics. Metrics are great but interpreting them to improve your business is an art and one can easily be lead to believe that all is rosey (when looking at raw metrics data) when in fact the reverse can be true!
We’ve worked with clients whose Google Ads account metrics looked great: Low costs per click (CPC), high click through rates (CTR) and plenty of leads. However they were just not achieving either the volume or quality of business that they should be achieving.
The metrics don’t lie, but they can distort or hide the truth. Do you recall the Smirnoff Vodka TV Ad in the 1990s which distorted reality? (You can view it here.) In the same way that the bottle distorts our protagonists perception of reality, so can the Google Ads data distort our perception of the market. The metrics we look at via the Google Ads system are distorted by the settings for Ads, keywords, target locations etc.
In summary, it can be very easy to miss a bigger view of the market when looking through the “lens” of Google Ads. Are you missing the bigger picture? Request an analysis of your Google Ads account today.