Pay per click marketing is very important part of the , but how will you know if the thing you’re doing is delivering any results? Learning the ways to determine the performance of pay-per-click campaign is a relatively simple procedure, but it does require some fundamental knowledge about how SEO and PPC work, and access to web analytics tools. Below are some simple methods to measure the effectiveness of PPC campaigns:
1. Integrate PPC with your web analytics tool. The author of the book “Web Analytics: An Hours a Day”, Avinash Kaushik recommends using several web analytics tools and integrating your PPC data into it to determine the effectiveness of your campaign. The author states that it is necessary to have access to the backend of your analytics tools so you are aware of what’s exactly happening behind the scenes (rather than paying an SEM agency to do this for you).
2. Determine your Key Performance Indicators (KPI). The second question you have to address is what exactly generates a ‘sale’ for you? Is it the click to your sales page (a lead capture)? Is it the payment and transaction itself? Defining what’s the KPI for your particular campaign will help you limit your target and track user behavior that’s obtaining the sales you want.
3. Keep track of your unique site visitors. Unique visitor counts varies significantly by campaign, and you’ll need to know precisely how much it’ll cost to attract all these visitors, even if they did not complete a purchase or submit their information. The main reason why it is important is simply because you need to find out if the campaign really works. If people are just clicking through to the site but not converting, you may be targeting the incorrect keywords.
4. Do split testing. A/B testing is a common method used by online marketers who want to determine which keywords or keyphrases perform best for conversions in their given market. Split testing means operating the same ad across all 3 ad service providers simultaneously. This will allow you to monitor clicks and determine where the majority of your target market is clicking on and how they’re finding you. Once you have this particular data, you can concentrate your advertising work exclusively on the provider with the highest return.
5. Decide on your cost per action. Once you know how many are visitors coming to your site, and how many people are converting, you’ll be able to generate an accurate assessment of the CPA for the campaign. This is the exact amount of money it takes to generate a sale. After that, you’ll be able to calculate the average selling price and take a close look at your ROI.
Measuring the effectiveness of your pay per click marketing strategy can take time, and you’ll have to tweak it as you go along. Still, it is a procedure that every smart marketer needs to go through to optimize their ads and get the highest conversions from each and every campaign.
Advertising with Google Adwords is an effective technique that most websites can use to attract more sales.Creating quality Google Ads is one of the most important skills to have when using Adwords – and there are several good training guides available online.
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