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Pay-per-click advertising is a fickle beast to tame. It’s not an overnight job. Marketers must be prepared to invest time and effort in their campaigns. An important aspect of this effort is getting familiar with the PPC life cycle, and getting in the habit of conducting a regular PPC campaign performance report.
The PPC life cycle is the sequential path that your campaign will go through as people interact with your ads. For example, a campaign focused on lead generation would have the following stages:
The best digital managers will use PPC reports to monitor the six stages of the PPC life cycle, ultimately figuring out whether the campaign is a success or failure.
In this article, we’ll show you how to measure PPC account success. It’s time to take your Google Ads reporting to the next level!
After launching your campaign, your primary concern should be getting impressions. Google uses a complex algorithm to determine when your ads are displayed. This is based on several factors:
At this stage, you should strive to improve these factors so you can generate more impressions. Seek to answer the following questions:
If some aspects aren’t performing, you may be losing out on a significant opportunity.
Opportunity is calculated as follows:
Opportunity = Total Eligible Impressions – Total impression share
When you get a better understanding of the total available impressions and opportunity, you will have a better perspective of the impression stage.
This is where you measure the number of clicks your ad receives. More clicks generally mean your ad is performing well. Here’s what to look for:
By monitoring clicks activity, you can avoid click fraud and save yourself money that may be wasted on ingenuine clicks. If you find your ad is not getting a lot of clicks, it may be that the content is irrelevant for the viewers.
After someone clicks your ad, they will arrive on your website. Here, you need to measure their activity to gauge audience engagement. It’s a smart move to link Google Ads and Google Analytics.
Here are some important considerations at this stage:
If you find users aren’t engaging your landing pages, it could be down to irrelevant traffic arriving on site. Your ad copy, keywords, and landing page must be aligned with each other, and with the desires of the target audience.
This is a critical point of your PPC campaign performance report, as it tells you whether your campaign is delivering on your goals. Ask yourself these questions:
While conversions are king, you still need to assess the cost. Consider the following:
The PPC life cycle concludes with the sixth stage – Return on Ad Spend (ROAS). This tells you how much your business earns for every dollar that was spent. You should always look to maximize this ratio and can do so by working hard to improve the previous five stages.
While this process may seem overwhelming, you can undertake everything with ease with the help of the What’s Changed Report from PPCexpo.
Google Ads reporting doesn’t need to be a tedious, complex nightmare. Here’s how the PPC campaign performance report from PPCexpo makes life easier for you.
When you’re learning how to measure PPC account success, there is a lot to consider. It takes time to do Google Ads reporting correctly.
With the help of the PPC account performance report from PPCexpo, you can streamline this process. This will save you a lot of time and frustration, and ultimately, you can be sure that your PPC campaigns will improve as a result.
Check out the PPCexpo What’s Changed Report now to get your campaigns on track to bigger and better goals.
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