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10 Key PPC Metrics to Get the Most of Your Paid Search Monitoring
Today, managing a paid search campaign involves more than just setting up an account and adding a few keywords. To be successful, you need to continuously do PPC brand monitoring for your campaign’s progress and make necessary changes along the way.
It is an efficient type of digital marketing as it allows you to specifically target consumers interested in your product or service, thereby increasing the chances of conversion. This article covers some tips for maximizing the effectiveness of your Paid Search Monitoring.
What Paid Search Means
Paid search advertising allows you to pay for your ad campaigns to appear on SERPs, such as Google, Bing, and Yahoo. This form of pay-per-click (PPC) advertising uses an auction-based model to determine which ads are shown.
Important PPC Metrics to Watch Out
Knowing which metrics to track is essential when starting a PPC campaign. You should check the following eleven crucial Google Ads metrics:
Clicks are an excellent indicator of whether your advertising piques interest and prompts viewers’ responses. They measure how many clicks your advertisement receives and can inform you how well your ad wording corresponds with the searcher’s inquiry. Here are the steps on how to find your clicks:
- Click “Campaigns” on the top left of your menu in your Google Ads Account.
- Click the campaign name you want to check.
- Click the “Ads & extensions” tab.
- Look under the “Clicks” column to see your ad’s number of clicks.
If you notice your audience doesn’t connect with your ad copy, you must review your keyword selection or text. You might not use the proper term in your ad copy, so you should reconsider your choice.
It shows the number of times your ad has been displayed on a SERP. Impressions don’t consider how often people have seen your ad—only how many times it has loaded on a page. You can find your impressions in the “Impressions” column on your campaign’s “Ads & extensions” tab.
This metric is critical to focus on because it can indicate whether or not your ad shows. Here’s how you would do that:
- Click “Campaigns” from the top-left page of the menu of your Google Ads account.
- Click the campaign name you’d like to check.
- Click the “Ads & extensions” tab.
- Look under the “Impressions” column to see the number of times your ad has been loaded on a SERP.
3. Click-through rate (CTR)
This metric determines which PPC tracking is the most useful to track. It is one of the essential PPC metrics because it tells you how many people think your ad is interesting or relevant.
Divide the number of clicks on your advertisement by the number of impressions to obtain your CTR. For example, if your ad were displayed 100 times and received ten clicks, your CTR would be 10%, or suppose 400 individuals would click on your ad after seeing it 1000 times. Your CTR would be 40%.
4. On-Site Engagement
This metric is an excellent early indicator for checking if your audience is interested in what you’re selling. You can determine whether your content seems to be resonating with prospects by keeping an eye on the following:
- bounce rate
- average session length
- the average number of pages visited
How to do On-site Engagement?
- Set up Google Analytics on your website
- Log in to your Google Analytics account.
- Click “Behavior” from the sidebar menu on the left.
- Click “Site Content.”
- Click “All Pages.”
- Look at the metrics under the “Bounce Rate,” “Avg. Session Duration,” and “Pages/Session” columns to get an idea of how engaged users are with your site’s content.
5. Cost Per Click (CPC)
The cost per click (CPC) is the sum you pay every time a visitor clicks on one of your ads. One of its essential benefits is that you don’t pay for PPC until someone clicks on your advertisement.
It is essential to check this PPC tracker because you want to ensure you’re getting the most out of your budget. CPC is calculated using the following factors:
- Your maximum bid: The most you’re prepared to spend on a click on your advertisement.
- Ad quality: A metric that measures how relevant and useful your ad is to users.
- Search term relevance: How relevant the terms people are searching for are to your ad.
- Landing page experience: How well your ad’s landing page (the page people are taken to after clicking your ad) meets their expectations.
If your CPC is low, you’re getting a good return on investment for your PPC campaign. If your CPC is high, it may indicate you need to make some necessary changes to your campaign.
6. Ad Spend
Ad spends the total amount of money on your PPC campaign. This metric is important to watch because it can give you an indication of whether or not your PPC campaign is profitable.
Calculating return on ad spend (ROAS) is simply dividing the revenue attributed to your campaign by the ad cost.
For example, if you spend $500 on ads, and your revenue is $1,000, you calculate by dividing $1,000 by $500, which gives you a 2:1 ratio or 200% ROAS.
7. Conversion Rate
The conversion rate will inform you how often a click on your ad becomes a sale for your business, lead, or email subscriber. Conversion tracking is necessary to monitor conversion rates that indicate your PPC campaign’s effectiveness.
If your conversion rate is low, it may indicate that you need to make some changes to your campaign. To calculate your conversion rate, divide the total number of clicks by the number of conversions. For example, if you had 100 clicks and ten sales, your conversion rate would be 10%.
8. Cost Per Conversion
It focuses on how much your business each time you get a conversion. This metric demonstrates whether you’re paying too much to attract individuals to convert, making it one of the most valuable paid search indicators.
To calculate your cost per conversion, divide your total ad spend by the number of modifications. For example, if you spent $100 on your ad campaign and got 20 sales, your cost per conversion would be $5.
9. Shopping Feed
You must keep an eye out for product rejections or significant declines in the number of impressions in your shopping campaigns because it’s frequently unclear when a feed stops working.
If your product feed isn’t working, your products won’t be shown in shopping ads, and you’ll miss out on potential sales. Log into your Google Merchant Center account and select “Products” to verify your product feed.
10. Quality Score
Quality scores are essential to identify areas where your campaigns might be strengthened, but it’s not always advisable to let quality scores detract from the main objective.
A quality score is a metric that measures the relevance and use of your ad to users. Google uses quality scores to determine how much you’ll pay for each click on your ad. The higher your QS, the less you’ll pay per click. For example, if your quality score is 10 and the maximum CPC for your ad is $1, you’ll pay $0.10 per click.
Check on Other Search Engines too
Many businesses look primarily to Google when investigating PPC monitoring violations and don’t bother to check the issue on other search engines, like Bing and Yahoo. It’s a huge mistake, as the problem may also exist on other platforms.
Paid search advertising is a complex and ever-changing field, and it might be challenging to keep up with all the latest changes and updates. However, by monitoring PPC regularly and checking for potential violations, you can ensure that your campaign complies with the latest rules and regulations.
Helpful Tools for Paid Search Monitoring
Here are some helpful tools that you can use for your PPC brand Monitoring:
- Google Ads Editor: It is a desktop application that most PPC marketers utilize to manage Google Ads campaigns. It allows you to make bulk changes to your campaigns, including changing brand bidding, adding branded keywords, and pausing or activating ads.
- Bing Ads: You can use this tool to manage your Bing Ads campaigns. It allows you to create and edit ads, track campaign performance, and optimize your campaigns for better results.
- SEMRush: It is a tool that provides insights into your competitor’s paid search campaigns. With SEMrush, you can identify keywords your competitors are bidding on, how much they spend on their campaigns, and what results they get.
- Adespresso: It is a tool to create and manage your Facebook Ads campaigns. With Adespresso, you can create ads, track campaign performance, and optimize your campaigns for better results.
- Opteo: Opteo is a PPC management tool designed for use with Google ads. Opteo is the best choice for you if your focus is purely on Google ads.
- Spyfu: Spyfu is a tool that will spy on your competitor’s paid search campaigns. With Spyfu, you can detect keywords your competitors are bidding on, how much they spend on their campaigns, and what results they get.
- Adalysis: It’s an ad management and recommendation system to help simplify managing ads and obtain key info for PPC campaigns. A/B testing helps website owners understand how to run the tests and analyze the data.
- Optmyzr: It is an enterprise-grade PPC enhancement and reporting platform created by former Googlers in 2013. It takes the repetitive tasks of PPA (Pay Per Acquisition) marketing and reporting to make them easier for marketers to manage.
- Mangools/KWFinder: This tool mainly focuses on income-generative keywords, which are low-SEO-difficulty keywords combined with high search volumes.
- Google Keyword Planner: The Google Keyword Planner tool allows you to find keywords for your paid search campaigns. With the Keyword Planner, you can find keywords that are relevant to your business and have low competition.
- QuanticMind: QuanticMind is an advanced PPC platform that uses artificial intelligence (AI) to optimize revenue streams and maximize ROI.
- Adzooma: It is a tool that helps you manage your Google Ads campaigns. Adzooma allows you to create and edit ads, track campaign performance, and optimize your campaigns for better results.
PPC Marketing Services That Work
Paid search monitoring is an essential part of any PPC campaign. Aside from using the tools and tips mentioned above, you can hire expert PPC Marketing services to maximize and make the most out of your paid search monitoring and improve your campaign’s performance.
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