A successful PPC campaign requires constant tweaking and adjusting to make sure customers get the right message and to maximize the outcome.
But, in order to know what works and where there’s a need for change, you must track and monitor the performance of each campaign. Otherwise, you are better off setting up the campaign and forgetting about it (which is one of the major PPC mistakes inexperienced advertisers tend to make).
Therefore, in this article, we are going to focus our attention on why and how to monitor your PPC campaign for the best results.
[How] Find the Right PPC Monitoring Tools
You should know from the start that it is possible to manually manage a PPC campaign. But this is a bad idea that can be easily added to the list of mistakes that can drive even the most well-designed strategy into the ground.
A PPC monitoring tool will offer valuable insight into the level of performance for each ad you’re running. You also have access to various useful metrics that give you a solid idea of how people react to your ad and whether or not you should improve. Lastly, the right tool allows you to set alerts (for going over budget, for instance) and automated rules that get into effect when a predefined event is triggered.
In short, in today’s day and age, it is extremely risky to forgo the help of a monitoring tool. Not to mention that it takes a lot of time and mental effort to manage a PPC campaign without the help of automated tools.
[Why] Top 3 Metrics to Follow
Before we discuss the top three most important KPIs (Key Performance Indicators), keep in mind that every campaign needs room to grow. Therefore, if you don’t see your goals coming true, it doesn’t mean it won’t happen anytime soon. In fact, this is one of the reasons why monitoring is crucial – the data will let you know where to improve and how.
Now, let’s see the top 3 KPIs to monitor and their importance for your campaign:
#1: Click-Through Rate (CTR)
CTR is one of the most closely followed KPI since it gives you a pretty good idea of how many people who see your ad actually click on it (the way to calculate CTR is by dividing the number of clicks by impressions).
If the CTR is good, this shows your ads are useful as people want to know more (which is why they click on it). Moreover, a good CTR improves your Quality Score and drives down the Cost per Conversion (CPC), which is great news!
#2: Cost per Conversion (CPC)
CPC lets you know just how much you’re paying in order to gain a new customer. In short, to register as a conversion, a user must see your ad, click on it, and make a purchase (become your client).
By monitoring this KPI, you know if your campaign is effective or not. Basically, if you spend more with ads than you gain from new leads, you need to work harder on campaign optimization and improve the overall strategy.
#3: Quality Score
Google Ads use this KPI to measure the performance of your campaign by monitoring the performance of your keywords, landing pages, and ads. In short, if you’re using relevant keywords for the ads (meaning that people click on your ads), your Quality Score will get higher. This also means an increased chance to get more leads and improve the conversion rate (which, in turn, makes the CPC plummet).
This type of result can happen with a niche-specific PPC campaign, that uses well-targeted keywords and delivers valuable information to users.
In summary, the right PPC campaign monitoring tools are a must-have in today’s day and age, when we need real-time feedback from the market in order to adapt and improve.
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