Tips for PPC Analysis

Paid search advertising, or Pay-per-click (PPC),  provides benefits for brands and b2b operations. Paid search enables businesses to target niche audiences, and if done effectively, can often lower cost-per-leads.   However, without proper tracking, PPC analysis and ROI measurement marketing your operation effectively, is highly unlikely. You’ll just end up wasting money in AdWords.

Google_Premiere_Partner_Evolve_Digital_Labs

The PPC team at Evolve Digital Labs is part of a select group of agencies deemed Premiere Google Partners and thus are recognized as Paid Search experts. We are eager to measure Pay-per-click effectiveness and provide insight on campaign opportunities. So much so, we’ve developed a top PPC tool which generates a Free PPC analysis report card of your AdWords account.

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HOW CAN YOU MEASURE PPC PERFORMANCE?

Measuring PPC efforts are critically important because it ensures your organization spends money efficiently. Without monitoring the results of your campaigns, how will you know the AdWords groups to improve, landing pages to optimize and budgets to expand?  Through proper PPC analysis, you can learn the following about your paid AdWords campaigns. 

  • Keywords

    That actually yield clicks.

  • Effective Ad Messaging

    That prompts not just clicks but conversions.

  • Landing Page Layout

    And other elements that convert visitors.

  • Search Retargeting

    And the effectiveness of Display Campaigns.

PPC ANALYSIS METRICS

What many marketers miss is using the right PPC analysis tools. They instead are measuring the insignificant metrics, like impressions,  a metric that can largely be irrelevant. Impressions indicate how often a PPC ad was served – not necessarily if anyone clicked. High impression counts and few clicks may be signs of a bigger problem.

Instead, when measuring PPC success check these Google AdWords KPIs, they indicate how fiscally responsible your paid search efforts are. They are:

  • Cost-per-click (CPC)
  • Cost-per-lead (CPL)
  • Conversion rate (conversions/clicks)
  • Cost per action (site engagement: video, blog page visits, etc.)
  • Tracking URLS

Want more insight on improving your PPC campaigns? Use the Evolve Digital Labs AdWords Grader.

DEFINE PPC CONVERSION RATES

It’s important to define a PPC conversion and conversion rates.  The meaning of a conversion obviously varies among organizations and their objectives.

For example, if you are a B2B tech company a conversion could require a visitor to submit a form to schedule a consultation.

A more service-oriented company may consider a conversion a customer calling a landing page specific, phone number, to get more information or request an appointment.

Identifying the metrics and goals that define campaign success is a critical first step for PPC success.

PPC ANALYSIS TOOLS

Paid search marketers have access to a world of data; it’s using that data to inform better decisions and campaign spending that can often be difficult.

Google AdWords

  • Front-end click metrics: Marketers can use AdWords front-end click metrics all the way down to the ad and keyword level including analyzing for click volume/CPC and CTR. Get details on how to check AdWords Performance here.
  • Conversion tracking: The best methods for conversion tracking involve adding pixels on important pages like the “Thank You” page and others. This way conversion data can be assessed in the AdWords Interface.  Adding the monetary value for each conversion serves as a meaningful way to track AdWords ROI.  Set up Conversion Optimizer to efficiently manage campaigns, allowing AdWords to automatically adjust bids based on cost-per-action (CPA) targets vs. CPC.

Google Analytics

  • Detailed on-page monitoring: Google Analytics holds the keys to back end metrics for your site & PPC campaigns. Track page visits, average time on site and more.
  • Identifying and monitoring goals: Analytics also has an incredibly helpful feature called Goals. Once a pixel has been implemented on key pages, you can set up Goals to help measure completions (whether it be arriving on a specific page or watching a video) against site visits.

Analyze AdWords Keywords 

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Which Keywords are Working for Your AdWords Campaigns?