How to Determine Metrics to Measure for a Successful Ad Campaign

Are you wondering how to measure the success of a Google Ads campaign?

With all the metrics that the paid advertising platform offers marketers, it can get a little confusing, and many people are deterred before they even get started.

Newcomers to advertising may be of the opinion that they don’t need to pay attention to any metrics at all. They may even believe that they can simply open their wallet and muscle their way to the top if they throw enough cash into their campaign.

This rarely works, and soon enough every marketer realizes they need metrics.

The truth is, it’s relatively easy to hone in on the metrics that matter once you understand which metrics are relevant to your Pay-Per-Click (PPC) advertising goals.

Whether you’re a complete newbie to Google Ads, or if you’ve been running ad campaigns without much success, you’ll find helpful insights in this article.

Regardless of your level of experience, a big mistake that virtually everyone makes is to spend more than they need to spend. Even if your campaign is generating great results, it could always be better if you can reduce the cost.

All metrics are there for a specific reason, although many may seem insignificant depending on your goals. If you want to boost traffic to your site, then you will be considering different metrics than somebody who has the goal of selling a new product.

Let’s see how to identify goal-oriented metrics for Google Ads.

Before diving into the study of key metrics and worrying about how to make more profit, you must decide what your goals are for your ad campaign.

Ideally, each campaign will have one goal, which could be tied to any of the following:

Brand Awareness is defined as “The extent to which consumers are able to recognize or recall a brand”. When you launch a brand awareness campaign, the principal objective is to increase awareness or visibility of your brand, its products, services, and cause.

If you want to sell, you need customers. Having a great website and fantastic products are just two parts of the puzzle. But without customers to visit your platform and pay for your products and services, you don’t have a business.

Driving traffic is a common goal for many businesses, and essential for online marketing to truly be worthwhile.

Lead generation can be defined as the actions or processes of identifying prospective customers and cultivating their interest in your products or services.

By encouraging visitors to come to your website through ads, you are taking an early step in lead generation. Using calls-to-action such as a subscription form, email marketing, and promotional offers are subsequent steps in the sales funnel.

Whenever someone takes the desired action with your ad, landing page, or website, such as clicking on a link or completing a form, that is a conversion.

It’s crucial that you understand the goal of your ad campaign before you move forward. If you don’t, it will be harder to identify goal-oriented metrics for Google Ads.

If you’re relatively new to Google Ads, or even to marketing, you may not be familiar with the intrinsic link between metric goals.

So, here it is:

The completion of each goal depends on achieving all of its predecessor’s goals.

Let’s break that down a little more. Imagine your goal is to boost your conversion rate.

• More conversions require more leads…
• …more leads will come with more traffic…
• …and traffic is the direct result of greater brand awareness.

The metrics you need to track in your campaign will stack up as you target each successive goal in the chain.

To be able to get more conversions, you must take the following steps:

• Generate more leads
• To generate more leads, you must boost traffic to your website.
• To get more traffic, you need to create greater brand awareness among your target audience.

And to increase brand awareness, you need to read on!

Regardless of your goals for PPC advertising, the metrics you track will be interlinked, especially as you move from one goal to the next in succession.

To put it in a nutshell:

Metrics for Conversion = Metrics for (Lead + Traffic + Brand Awareness + Conversion)

In order to build a successful campaign in Google Ads that delivers continuous results, you must understand it takes time and effort.

Think of it like going up the stairs to the 20^th floor. You can skip a few steps along the way to speed up your progress, but you’ll probably burn out by forcing the pace.

It’s better to take one step at a time. It will take longer, but you’ll undoubtedly reach the top in the end.

So, without further ado and before the claws of boredom creep in, let’s dive into the world of metrics.

• Metrics to measure for Brand Awareness
• Metrics to measure for Driving Traffic to a Website
• Metrics to measure for Lead Generation
• Metrics to measure for Conversions