When it comes to online advertising, PPC is known to be one of the most effective methods businesses can use. It helps to get your brand name out there, and basically pays for customers, rather than relying upon getting them organically.
As effective as PPC campaigns can be, there are a lot of mistakes you can make to sabotage their effectiveness. One of the biggest mistakes you can make is failing to monitor your campaigns.
Here, we’ll look at why assessing the effectiveness of PPC campaigns is important and how you can do it.
Why is assessing the effectiveness of PPC campaigns important?
PPC campaigns are designed to target a specific audience, helping businesses to attract new customers. However, like any form of online marketing, they do need to be monitored in order to establish their effectiveness.
Without monitoring how your campaigns are performing, you could be wasting money without really realising it. Even if you experience a high number of clicks on the ads, that doesn’t necessarily mean your campaign is doing well. You need to look at a number of metrics when assessing the effectiveness of your campaigns.
By monitoring PPC campaigns, you’ll get to see whether your money is well spent, whether the ads you’re creating are converting and whether any changes need to be made.
What methods can you use to assess PPC effectiveness?
There are a number of methods you can use to assess the effectiveness of your PPC campaigns. These include:
- Keyword tools
- Call tracking tools
- Analysis apps
Keyword tools are mostly used to create effective PPC campaigns. However, did you know they can also help you to track the effectiveness of your ads? By keeping up to date with the latest keyword trends, you can see whether you should be switching up the keywords used in your paid advertisements. There are a lot of keyword tools out there so be sure to do your research in order to find the best one.
Another great tool for helping you to measure the success of your campaigns, is call tracking. This service is provided by companies such as Mediahawk, enabling you to measure the success of your call backs. Many businesses only track website traffic to gauge how effective their campaigns are. However, by tracking calls too, you’ll get a much better idea of where your sales are largely coming from and how your paid ads are working out for your business.
Analysis apps are also good to use. Again, there are a lot of these about with apps such as SEMrush and iSpoinage proving especially popular. They allow you to not only see what you’re doing well, but also where improvements could be made.
What metrics should you pay attention to?
When it comes to actually measuring the success of your PPC campaigns, there are a lot of metrics you can look into.
Some of the most important metrics to focus on include your ad’s quality score, the click-through rate, conversion rate and how much money you’re wasting. You’ll want to ensure you maintain a good quality score as this will determine where your ad is placed in Google. You’ll also want to check that your ads are achieving the right results. The click-through rate shows you how many people clicked the ad but didn’t take any further action. This will also show you how much money you are wasting on your ads and whether you need to make them more relevant.
Overall, measuring PPC campaign effectiveness is crucial to your business. Without it, your ads may not be generating the right results, and you could be wasting a lot of money in the process.
