Measuring Success Of Your PPC Campaigns

Once you’ve set up a pay-per-click (PPC) campaign the hard work doesn’t stop there. To ensure long-term success and to better the performance of your ads, you should be tracking and analysing your PPC campaign at all times. If you do this right, you will improve the effectiveness of your campaign, improve its efficiency and ultimately secure a positive return on investment that meets your business expectations.

But how do you monitor your PPC campaigns?

The answer is through key performance metrics. This all-important data is your roadmap to achieving a successful PPC ad campaign that is performing to the maximum level to drive business growth. 

Why is Tracking PPC Campaigns Critical?

PPC is a complex advertising strategy and it’s highly unlikely that you’ll get it right the first time around. Even when your campaign isn’t performing at the level you expected and the return on investment isn’t quite what you had imagined, it’s important not to abandon everything altogether. 

That’s where the importance of metric tracking comes in. By understanding and monitoring some of the key performance metrics in PPC you have an opportunity to identify and fix problem areas within your campaigns. Whether it’s finding the right keywords to target, reviewing your ad copy, revisiting your PPC landing pages or something entirely different, performance metrics enable you to make informed decisions to better your success.

The more attention you pay to the numbers, the faster you will be able to pinpoint the areas that need to be optimised or developed. Once the problem areas are identified you can begin working on effective solutions that will boost the success of your ads and promise a positive ROI.

Because PPC is based on how much you bid for a keyword space, it’s important to always make sure you’re not overpaying. Monitoring the key PPC metrics will ensure that you get better value for your money to maximise the potential of your campaign. A high bid doesn’t necessarily promise a conversion and it might make sense to focus your efforts on lower-spend ad spaces that may produce higher conversion rates.   

Key Metrics to Measure In Your PPC Campaigns

When it comes to measuring the success of PPC campaigns, there are several metrics that should be reviewed regularly to help track the effectiveness of the campaigns. In the next section of this blog, we will outline the different metrics that we will review and explain why they are important in measuring the success of your PPC campaigns.

1. Impressions
2. Click-Through Rate (CTR)
3. Quality Score (QS)
4. Conversion Rate (CR)
5. Return on Investment (ROI)
6. Cost-Per-Click (CPC)
7. Cost-Per-Conversion (CPCO)
8. Bounce Rate
9. Clicks
10. Conversions

Impressions

An impression is simply a measurement of the number of times that your ads are shown on a search engine results page. When your ad is displayed, that counts as one singular impression. This gives a clear indication of how many individuals are seeing your ads within a particular channel and is useful information for determining a wide range of other key PPC metrics.   

Whilst impressions are a key metric it’s important to remember that they’re useless if users are not clicking on the ads. Ensure that all of your ads are properly optimised and titles and descriptions are working fully to bring users to your site.   

Click-Through-Rate (CTR)

The click-through rate (CTR) is one of the most effective metrics for displaying whether or not your audience found your ads to be useful. This makes it a popular one for PPC experts as ads that are considered relevant and helpful will directly result in more conversions. CTR is calculated by dividing the number of users who click your ads by the number of impressions – an industry way to describe users that see your ads.  

CTR is a quick and simple way of identifying which ads, listings and keywords aren’t performing to the optimum level. Work can then be done on improving quality scores (more on that next), optimising negative keywords and developing high-quality CTA’s on the underperforming ads.  

Continue Reading...

Hey, thanks for checking out our latest article which identifies the crucial metrics for measuring the success of your PPC campaigns. To continue reading this article, click here or tap on the banner down below.