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How do you track and measure your PPC account performance and ROI (return on investment)?

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If you run PPC (pay-per-click) campaigns, you need to track and measure your account performance and ROI (return on investment) regularly. This will help you optimize your campaigns, identify opportunities for improvement, and justify your budget allocation. But how do you track and measure your PPC account performance and ROI effectively? Here are some tips and best practices to follow.

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Magdalena Frackowiak

Founder | Google Ads and Grants

1 Set clear goals and KPIs

Before launching or auditing your PPC campaigns, it's essential to define your goals and KPIs. These metrics will help you evaluate your campaign performance and ROI. Depending on your business objectives, the goals and KPIs may vary, but some common ones are clicks, impressions, CTR (click-through rate), CPC (cost-per-click), conversions, CPA (cost-per-acquisition), ROAS (return on ad spend), and ROI (return on investment). It's important to align your goals and KPIs with your campaign strategy, budget, and target audience. Additionally, you should set realistic and measurable benchmarks and targets for each KPI.

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Roman Zelvenschi
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For KPIs, concentrate on the final metric, like ROAS. At the end of the day, you shouldn't care about your CTR or CPC as long as you are getting the return. It's up to a marketing company to move intermediary levers like CPC to understand the effect on ROAS.

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2 Use tracking tools and platforms

To effectively track and measure your PPC account performance and ROI, it is important to use the right tools and platforms. Google Analytics is essential, as it allows you to track and analyze website traffic, conversions, and revenue from your PPC campaigns. Linking your Google Analytics account with your Google Ads account can provide even more insights. Other useful tools and platforms include Google Tag Manager, Google Data Studio, Google Optimize, Bing Ads, and Facebook Ads. Each of these offers different features that can help you reach your goals. Integrating them together can give you a comprehensive view of your PPC account performance and ROI.

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Roman Zelvenschi
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Make sure you understand default attribution modelling, especially if you run ads on multiple networks like Meta and Google. Both networks will take credit for sales and overestimate the actual numbers.

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3 Analyze and optimize your account structure

One of the key factors that affects your PPC account performance and ROI is your account structure, which is how you organize your campaigns, ad groups, keywords, ads, and landing pages. A well-structured account can help match ads to relevant keywords, improve quality score and ad rank, lower CPC and CPA, increase CTR and conversion rate, manage budget and bids more efficiently, and segment and target audiences more effectively. To optimize your account structure, you should review and audit campaigns, ad groups, keywords, ads, and landing pages regularly. Check for duplicate or overlapping keywords, irrelevant or low-performing keywords, negative keywords that can exclude unwanted traffic, ad copy that is clear and aligned with keywords and landing pages, landing pages that are relevant and optimized for conversions, as well as budget and bid adjustments that can improve ROI. Additionally, you should test different variations of your account structure elements to find the optimal combination that works for your goals and KPIs.

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Magdalena Frackowiak

Founder | Google Ads and Grants
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A modern consolidate account structure, inspired by less is more principles, offers a streamlined approach that brings clarity to your Google's smart bidding algorithms and reduces decision overwhelm. It's all about finding that sweet spot between structure and flexibility, allowing you to stay on track while being ready to roll with life's punches.

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4 Monitor and report your results

The final step to track and measure your PPC account performance and ROI is to monitor and report your results. You need to compare your KPIs over time, across different campaigns, ad groups, keywords, ads, and landing pages. Identify what is working well, what is not working well, and what can be improved. Additionally, communicate your results to stakeholders like clients, managers, or team members. To monitor and report your results, use Google Analytics reports for metrics and dimensions related to PPC campaigns such as traffic sources, behavior, conversions, attribution. Also use Google Ads reports for metrics and dimensions related to PPC campaigns such as performance, keywords, search terms, auction insights. Additionally create custom reports with tools such as Google Data Studio or Facebook Ads. Furthermore utilize dashboards for important metrics and trends related to PPC campaigns like CTR or ROI. Finally set up alerts to notify you when something significant happens in your PPC campaigns such as spikes or drops in traffic or revenue. Monitor and report your results regularly such as daily or quarterly depending on goals and KPIs. Use data insights from results to make informed decisions and actions to optimize PPC account performance and ROI.

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Roman Zelvenschi
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Google Data Studio is now Google Looker. You should check on your campaigns daily to make sure the are no issues or have good email notifications—the adjustments, if any, should be made once a week or less often. You want the AI to have time to learn.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Magdalena Frackowiak

Founder | Google Ads and Grants
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Don't overthink account structure. Sometimes the best approach is to group thematically by keywords as advised from Google Keyword Planner then break out ad groups as needed from the SQR. Sure, structure is important but so is regular optimisation and the proper use of automation to get results on Google Ads

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How do you track and measure your PPC account performance and ROI (return on investment)?

1

2

3

4

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1 Set clear goals and KPIs

2 Use tracking tools and platforms

3 Analyze and optimize your account structure

4 Monitor and report your results

5 Here’s what else to consider

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