Let's delve into each metric to grasp the significance of Keyword Performance in TapClicks:

1. Clicks:

• Definition: Represents the number of clicks directly on an ad associated with a specific keyword.
• Significance: Indicates the level of user engagement with the ad linked to the keyword.

2. CTR (Click-Through Rate):

• Definition: The percentage of clicks compared to the total impressions for a particular keyword.
• Significance: Measures the effectiveness of a keyword in generating clicks relative to its exposure.

3. Conversions:

• Definition: Reflects the total number of conversions attributed to a specific keyword.
• Significance: Provides insights into the keyword's contribution to achieving campaign objectives, such as sign-ups or purchases.

4. Avg CPC (Average Cost Per Click):

• Definition: Represents the average cost incurred for each click on an ad associated with a particular keyword.
• Significance: Helps advertisers understand the financial investment required for user engagement with specific keywords.

5. Search (Top) IS (Impression Share):

• Definition: Indicates the percentage of time the ad appeared in the top search results for a given keyword.
• Significance: Highlights the visibility and prominence of ads linked to the keyword in top search results.

Understanding keyword performance metrics empowers advertisers to make informed decisions about their search advertising strategies. By analyzing clicks, CTR, conversions, average CPC, and search impression share on a keyword level, advertisers can refine their keyword selection, bidding strategies, and budget allocation for optimal campaign outcomes.

In summary, the Keyword Performance area in TapClicks offers a comprehensive overview of how each keyword contributes to the success of a search advertising campaign. Advertisers can leverage this data to optimize keyword selection, enhance engagement, and maximize the return on investment in search engine advertising.