Simply launching a PPC campaign isn’t enough. You must dedicate resources and time to track its performance over a specific period. Plus, to ensure you are maximizing return on investment (ROI), you need to measure and analyze its effectiveness.
Now, you may be wondering, how should you kick off your PPC campaign analysis? You may also have questions such as which key metrics to prioritize in such campaigns. After all, you need to monitor and nurture certain metrics to get the maximum out of these campaigns.
Don’t worry, as in this post, we’ll answer all these questions and discuss how to gauge the success of such a campaign. Let’s begin:
Set Specific Goals
First, you need to set specific goals and then only carry out your PPC campaign. Goals help you measure progress. They also help you identify which metrics to focus on first.
Metrics help you measure your campaign success. Even at a time when results don’t measure up, they will help you take action.
Now, at the time of setting these objectives, you need to identify what matters to your business the most. It could be branding, bringing new traffic to your blog or website, etc.
Remember, as priorities vary from business to business, your goals may not match with other businesses.
Note: If you are an agency, then you can also think about hiring white label Google Ads services for your clients. You get the benefit of weekly optimizations and weekly reporting when you hire these services.
To use these services, we recommend that you partner with DashClicks. You can also check out their PPC management software for agencies.
Metrics to Measure Your Campaign’s Effectiveness
After your campaign has had sufficient time to grow, you can go ahead and review your KPIs and carry out the analysis of the loads of information you have with you. In this section, you will find the list of metrics you can use to measure your campaign’s effectiveness. Ensure you choose the one you think is the most pertinent for your campaign.
1. Quality Score
Quality score indicates whether the combined performance of your landing page, keywords, and ads is good or not. With the help of this metric, you get insights into how well Google sees your ads.
If you see that you have a low quality score, you should make changes to your landing page, ads, or keywords.
2. Bounce Rate
The bounce rate is measured by the total number of visitors who visited your website and left without responding to your CTA. This metric can indicate specific aspects of your campaign that need to be optimized.
If you see that your campaign has a higher bounce rate, then it indicates that you are targeting a broad audience, a good number of which don’t have an interest in what you offer.
3. Click-Through Rate (CTR)
CTR depicts how often individuals who see your ad click on it. This metric measures the number of clicks your ad gets every 100 impressions. A high CTR positively impacts your quality score.
Note: A good CTR strongly indicates that your ad has clear messaging. It is also a strong indicator that the ad is being well received and the users find the CTAs relevant.
4. Search Impression Share
The Search Impression Share is yet another metric that will help you measure your campaign’s effectiveness. It shows the percentage of the total times your ad could have been shown versus the total number of times it was really shown.
If you get a low score in search impression share, it can negatively affect your PPC campaign’s overall performance.
5. Cost Per Click (CPC)
You calculate CPC by dividing the total cost of clicks by the total number of clicks your ad got over a specific period.
Now, you may wonder, why measure CPC?
CPC, a performance metric, showcases your PPC campaigns overall value. A high CPC can denote wasted ad spend.
Wrapping It Up
It’s important to evaluate your PPC campaign to see which parts need to be reconfigured and which parts actually work. To gauge the effectiveness of your campaign, you must also familiarize yourself with different metrics. Don’t get disheartened if you find there are things you need to improve. Think of it as a stepping stone to take your campaign to a whole new level. If you are an agency, you can also think about leveraging a reliable white label PPC platform.
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