Much like with anything in life, if you’re going to take the time, money, and energy to run a PPC campaign, it would be nice to know just how well it’s running. In fact, it would help you run the campaign more effectively if you could pinpoint exactly where your successes and failures were, and that’s where PPC measurement tools come in. PPC tools make it easy for beginners and professionals alike to track their success and to examine every aspect of their campaign. Let’s take a look at some of these offerings, to better understand what they can do for you.
Just because there are tons of metrics at your disposal, doesn’t mean that every single one should be put to use. Certain tools show you very miniscule and unimportant data, and are better left alone until you master the most prominent ones.
1. Quality Score: This is a score assigned to you by Google, after it measures the relevance of your keywords, as compared to the context of your ad. Google bases this score on several metrics – the click through rate that your ads receive, the relevance of your keywords to the actual search being performed, and the overall quality and optimization of your landing page and website.
The higher your quality score, the more likely you are to secure integral keywords, pay less for clicks, and in turn to see higher search rankings per ads.
2. Click-Through Rate: This is perhaps the greatest indicator through which your quality score is measured, as well as the effectiveness of your keywords and ad. Because quality score is so dependent on CTR, this is one of the more closely watched metrics for PPC campaigns.
3. Conversion Rate: Because the whole point of running a PPC campaign is increasing your conversion rates, monitoring just how well you’re able to do so is the most important part of measuring success. Regardless of how many clicks you’re receiving, or how good of a quality score you have, if your conversion rate is low, then some aspect of either your ad or your landing page is under performing. The beauty of being able to measure all these aspects is that you can quickly locate your shortcomings and correct them, ensuring that no funding is wasted.
4. Cost Per Conversion: Ultimately, PPC ads are meant to bring in new clients, but they also hinge on the amount of investment that you’ve put into them. If you’re spending more on running the PPC campaign than you’re receiving in profit from a new client, obviously something isn’t working. Unfortunately, many businesses don’t utilize these measurement tools, and ending up investing in strategies that don’t work far longer than they should be. By utilizing the CPC tool, you can improve your PPC campaign and keep unnecessary costs down.
5. Wasted Spend: The bane of any online marketer is a consumer that clicks on an ad, and doesn’t end up converting. These cost you money because you pay for clicks, yet yield no return. There are ways to minimize wasted spending, such as identifying keywords for which your ad should not show up, or aggressively pursuing consumers who can become possible leads. Whichever way you go about it, there will be a certain amount of wasted spending at the end of the day. It’s best to track the exact amount, so that you can create accurate reflections of your PPC campaign.
The goals of your PPC campaign may be different from those of other businesses, especially depending on the industry in which you operate. Comparisons between industries are useless, as the end goals will be very different. That’s why these metrics are meant to aid you in achieving your own marketing goals in a way that’s most beneficial to your business, by offering metrics that relate to every aspect of a successful marketing campaign.
Results should be tracked throughout the entirety of a campaign rather than just at the end, so that changes can be made along the way to improve in areas that are lacking. This way you won’t end up funneling investment into campaigns that are doomed to fail, and will be receiving the full benefits of a PPC campaign. Ultimately, these metrics exist to make your job as a marketer easier. The failures that can occur along the way are often unforeseeable and can only be countered as they come up.
Utilize the tools of a PPC campaign to their utmost potential, and make sure to track your success from beginning to end.
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