When setting up a PPC campaign, it’s important to think of the long term. By looking further down the road, you’ll learn the importance of giving your PPC project ample time to grow before evaluating it. So even if you see noticeable changes within that short time frame, you’re unlikely to find them significant. You can’t compare a week-long campaign to one that’s been going on for months.

Because of the nature of PPC campaigns, you can’t just go around abandoning a project because it didn’t meet your target. Don’t go second-guessing your campaign before you have time to evaluate it. Remember that there is more to it than Return On Investment (ROI).

You can reap great benefits even if a campaign’s financial returns seem stagnant. So, instead of focusing on a specific metric, review all the data available to you and assess your campaign’s efficiency using different key performance indicators (KPI).

Set Specific Goals First

The prelude to every marketing campaign is identifying, describing, and setting goals. Otherwise, you won’t have anything to compare your PPC campaign results to and see if you are doing well.

Setting goals will help you draw your progression curve and see exactly where you are when you look at the data. Since each business is unique, marketing experts encourage businesses to come up with their own goals, no matter how similar they are to the competition in the niche.

While some businesses would like to generate more leads, others want to focus on conversion rates. Some just want to increase brand awareness by increasing their website traffic. On the other hand, businesses in the SEO end game use PPC to get a competitive edge.

Set Specific Goals First

Many advertisers are primarily concerned with their keywords – and rightfully so, given that keywords are the foundation upon which pay-per-click campaigns are built.

There are many ways in which you can structure a pay-per-click campaign, such as a structure that mirrors the architecture of your website or by categorization of different product lines, all successful paid search campaigns share the same five elements:

  • Campaigns
  • Ad groups
  • Keywords
  • Ad text
  • Landing pages

Campaigns are the highest-level element within a paid search account. Inside each campaign, there are ad groups. Ad groups are the second-highest level account element. Within each ad group there your keywords, ad text, and landing pages. Keywords should be relevant to their ad group, landing pages should match their accompanying ads.

Evaluating KPIs

1) Click-Through Rate-

In Internet marketing, CTR stands for click-through rate: a metric that measures the number of clicks advertisers receive on their ads per number of impressions.

PPC click-through rate is the rate at which your PPC ads are clicked. This number is the percentage of people who view your ad (impressions) and then actually go on to click the ad (clicks). Generally, you can view your click-thru rate within the dashboard of your PPC account. A high CTR means that a high percentage of people who see your ad click it.

2) Cost Per Conversion

The conversion rate metric directly shows how far or close you are to your business goal. This KPI will help you determine which of the ads in your campaign are leading to conversions — people taking the action you wanted them to in the first place.

If you have aligned your PPC campaign with your business goals, the conversion rate metric will help you determine how effective your campaign is. Since this metric is important, both Google Ads and Analytics are equipped with features to track it in real time.

3) Impressions and Clicks

Impressions refer to the frequency of your ads being displayed in a search results page. Clicks, on the other hand, refer to the number of times a user clicked on your ads.

You’ll be ill-advised to focus simply on the Cost Per Acquisition (CPA) of your campaign. You might miss out on volume, which will consequently lead you to miss out on profit. You need to strike a balance between the volume and cost of conversions.

4) Wasted Spend

If you are looking for an effective way to combat the rising cost per conversions and irradiate any wasted spend from your PPC account then using Adwords negative keywords is a great way to do this.

A lot of advertisers dedicate a huge amount of time to building substantial keyword lists of 10s or even 100s of thousands of keywords, but they don’t devote the same amount of time to creating a comprehensive negative keyword list to weed out irrelevant searchers or poor performing search terms.

5) Mobile Advertising

Mobile search is on the rise, and it’s important that your business is where your potential customers are; don’t risk missing out on great opportunities to reach your target market. If you’re not currently advertising on mobile, get there before your competitors do!

The rise of mobile platforms is evident across many fields and industries. Because of the popularity of recent mobile trends, it’s imperative that you leverage any opportunity you can get to boost both your mobile and PPC campaigns.

6) Quality Score

Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.

The quality score correlates with two important KPIs — CPC and ROI. If you have a high-quality score, your ROI is increased and CPC is well-optimized and kept as low as possible. A perfect quality score is hard to achieve because it takes time, effort, and the right skillset to maintain high impressions and a low CPC metric.

7) Bounce Rate

The Bounce Rate can show certain aspects of your campaign that need optimization.

This metric is measured by the number of visitors who visited your site and left without responding to your call to action. If your campaign has a high Bounce Rate, it means that you’re targeting a broad audience, a good number of which are simply not interested in what you’re offering.