If you’re investing in Google ads, then a successful PPC (pay-per-click) campaign is the hallmark of your real business success. However, many brands and businesses simply pay for the ads and hope for the best, paying little attention to performance or mistakes.
A successful PPC campaign is a multiple-step process which requires a lot of care, attention, and analysis. Here’s everything you need to know about PPC metrics and measuring the success of your PPC campaigns.
What is a Successful PPC Campaign to You?
A successful PPC campaign means different things to different people. You need to consider what is a PPC campaign that works for your company before you can reliably measure success.
Is your main priority simply increasing brand visibility? Do you wish to convert your clicks into sales or leads? Do you have a number in mind for how must traffic you wish to receive?
These are very basic questions but answering them will guide you in the right direction. It will help you identify your KPI – Key Performance Indicators.
Once you’ve answered these questions, you’ll be able to identify the metric that you should focus on improving on. For instance, if your goal is to get more and more exposure for your brand and the ads, the number of impressions you set for the ads on Display network or the number of views you get for your videos will be the metric you should look at. If it’s about sales or leads, your conversion rate matters the most. If it’s about bringing unique people to the site, Click, CTRs etc. are the metrics for you.
In short, to be able to run a successful campaign, you first define the goal and identify the KPI you should be aiming at. Only then you can analyze and understand whether the campaigns you are running are successful or not, and to what extent…
Click-Through Rates
The most significant metric for determining whether your Google ads cost was worth it is the click-through rate. It is by far and away from the most closely-watched metric by industry experts and for good reason.
Your click-through rate will tell you whether your ads are engaging the right audience, or at least if they’re compelling enough to warrant a click.
Simply calculate it by taking the number of impressions your ad has received and dividing it by the number of people who have clicked on it.
Conversion Rates
If you really want to measure whether your paid traffic was effective, you’ll need to look at conversion rates.
This goes beyond people simply clicking on your ad. It focuses on how many people actually completed the desired action on your landing page after clicking on the ad.
This could translate to making a direct purchase, or filling out a form, or signing up for a free trial. Your conversion rates are your strongest indicator of a worthwhile ROI (return on investment), so watch these closely.
Quality Score
In PPC campaign management, your quality score is essentially Google’s report card for your campaign. It is affected by the click-through rate, ad copies, as well as a few other factors.
Your Quality Score also measures the quality of your landing page. Your score largely determines your ad rankings and will also determine how much is paid per click. It is therefore closely linked to your budget and profitability, so it should be a matter of high importance.
Learn More
If you’d like to learn more about running a successful PPC campaign for your business, don’t hesitate to get in touch today. Your digital marketing is the lifeblood of your business, so you deserve quality expertise to ensure your ads translate into sales.
