How to Evaluate Successful PPC Campaign Example?

Today, you need to use the power of Google Ads to grow your business. It has never been more possible to reach every part of your market online, no matter who they are or where they live. Everybody wants to see and adopt successful campaign example but it is not easy to find. However, today’s tools come with their fair share of complexity and not easy for the marketers to achieve 100%.

91% of digital marketers can’t accurately forecast the impact of a 10% shift in marketing spend. This is a big problem, meaning there are holes in your budget that need to be addressed. Marketers are learning that certain strategies help them analyze their marketing to a more specific degree across channels to see what is driving results.

PPCExpo can give you unique tools like a combinations calculator to determine the number of combinations that need to be optimized for best campaign performance.

In this blog, we will take a look at how complexity affects larger accounts and how you can manage your campaigns better with PPCexpo’s PPC Signal. Let’s get started:

Successful PPC Campaign Example: Understanding Dimensions & Metrics

While they may sound similar, any successful PPC campaign example will involve dimensions and metrics which have unique characteristics. Let’s take a look at the differences:

Dimensions

A dimension is a type of structure that helps categorize facts and represent them in an order that lends itself to answering critical business questions. In PPC, dimensions are more specific characteristics associated with ads and their activity.

There are plenty of dimensions in Google Ads that can help advertisers to analyze the data in paid advertising campaigns. Here are some examples:

1. Time ( HoD, Dow )
2. Account
3. Campaign
4. Ad group
5. Network
6. Ad
7. Keyword
8. Device
9. Geography

Metrics

These are used to measure your campaigns quantitatively. You can assess and compare your results in PPC, and the metrics are divided into these categories:

Top of the Funnel (Awareness)

• Impressions
• Impressions Lost
• Opportunity
• Impression Share

Middle of the Funnel (Consideration)

• Average CPC
• CTR (28 PMA)
• Clicks
• Cost
• CTR
• Top Impressions %
• Wasted Spend

Bottom of the Funnel (Conversion)

• Conversion Rate
• Cost per Conversion
• Conversions
• Conversion Spend
• ROAS

Relationship between Dimensions and Metrics

In any analytical system, dimensions and metrics are the core building blocks. A particular metric, when combined with dimension, generates a new analyzable component. You can combine dimensions in a certain scope and measure the metric value on that combination.

For example, dimensions like Campaign, Ad Group, Geography, Day of the Week, and Device can be overlaid to produce and analyze combinations.  Here are several examples of combinations for the “click” metric:

1. Campaign (Click)
2. Campaign + Ad Group (Click)
3. Campaign + Dow (Click)
4. Campaign + Device (Click)
5. Campaign + Geo (Click)
6. Campaign + Ad Group + Geo (Click)

Sources of Complexity of PPC

One reason you need to see a successful PPC campaign example is because of the potential complexity involved. To achieve the best ROI, you need to overcome the complexity of your PPC campaign. One factor that contributes to your campaign’s complexity is the number of combinations created by the dimensions and metrics.

This is especially true when you have large accounts with multiple campaigns, ad groups, keywords, devices, etc. It comprises hundreds of thousands of combinations that aren’t easy to find manually. Having such combinations can create chaos. Ultimately, this chaos negates the opportunity that PPC presents.

Here are some challenges to consider:

• Too Much Data – There is simply too much data to understand it all and figure out which dimension or metrics is bringing down your campaign’s performance.
• Less and Less Transparency – Google continues to reduce the amount of transparency in Google Ads when campaigns are increased up to a hundred and each campaign has a lot of keywords then, in the end, you come up with lots of data. You can’t find easily what is hidden in those data and how to find that thing that can help in the optimization process.
• No Time to Innovate – While overcoming the challenges of complexity and transparency, you might find that you are left with very little time to innovate.

Levels of Complexity

There are a handful of useful tools on the market that can help you simplify the complexity of PPC and optimize your campaigns by pointing out certain opportunities. Typically, these tools provide you with a high-level overview of your campaign performance, which is vital. However, further analysis is required to get the most out of your campaigns, such as the successful PPC campaign example above.

Some tools help you with this deeper level of campaign optimization by going into more detail with suggestions and features. That way, you can construct a strategy from the top-down, without missing important patterns in the data. When looking at campaigns, you can categorize them in two tiers of complexity:

Simple Complexity

In this type of campaign, you might have just a few insights to make. For instance, if you are managing a PPC account and want to see how a specific device or ad group performs (one dimension at a time), this is fairly simple. You may not even need tools to help you with this.

This is likely to be the type of campaign you’re dealing with if you just have one service or product serving a very narrow market. Alternately, if you have only been running ads for a very short time, manual approaches may be best.

Deep Complexity

Some campaigns involve more in-depth levels of complexity. For example, if you have massive amounts of complex data to go over, such as how campaigns perform on a specific day in a geographic location on a particular device, this takes some more work.

When dealing with these more complex campaigns, you need to bring all of your data to the forefront and apply your analysis. Sometimes, this data begins to grow exponentially, and you need to use Excel or other spreadsheet software like Google Sheets. You may even need a high-speed performance backend environment to render all of this data in a timely manner and trust that it will be accurate.

Let’s consider an example for a moment. Say you have a campaign with 20 ad groups, each group consisting of 20 keywords. This campaign targets four device types over 50 geographic locations with ads running 24 /7. It’s not hard to imagine how quickly such a campaign could become complicated.

Let’s give it a try to PPCexpo Combination Calculator.

You can see that the example mentioned above would have 474,000 combinations, which is incredibly difficult for a human being to figure out manually.

Going from Complexity to Simplicity with Google Ads

As we mentioned before, you can use tools like PPC Signal to help make your campaign management smoother and faster. But let’s look at managing campaigns with only Google Ads and its built-in features.

First, understand that Google won’t give a deep level of analysis like other, more advanced other tools will. However, Google does provide some features to help you determine, for instance, how a specific device is performing or how your ads are converting in certain locations. And there are utilities such as Automated Rules, Explanations, Signals, and even Scripts.

Reducing Complexity with PPC Signal

PPC Signal is an AI-based tool built to help advertisers get more out of their campaigns. With it, you can assess risk, opportunity, and save time. The power of machine learning algorithms means that you can simplify complex data easily.

PPC Signal offers the advertiser a variety of features that increase operational efficiency. If you make it part of your daily practice, you will be able to regularly make changes to your campaign that increase your overall conversions.

The great thing about this software is that you don’t need to spend hours a day to get results. Just putting in a little time each day will add up over the months and years. Before long, you will notice that your ROI has dramatically improved.

Let’s look at some of the specific things PPC Signal can offer advertisers:

1. Identify and explore simple and deep combinations in PPC campaigns.
2. Automatically discover changes at the lowest possible level and mark them as risks and opportunities.
3. Automatically prioritize the signals based on the funnel activity. For instance, the bottom of the funnel signals will show you the actual bottom-line effects in terms of revenue. Top of the funnel activity will give you insights into how you are attracting users into your funnel in the first place.
4. Perform an in-depth historical and comparative analysis of risks and opportunities.
5. Find the root cause of the risk or opportunity so you can make changes at the source.
6. Monitor the impacts of your changes so that you can revert to previous versions or continue to refine your campaigns.

Let’s give it a try to PPC Signal.

Wrap Up

The world of PPC is evolving rapidly. While your company can achieve remarkable growth with Google Ads, you also need a solid strategy to avoid the complexity that comes with it. Otherwise, you might not be able to track your results effectively. The successful PPC campaign example should allow you to understand why having the right approach is so essential.

When you can’t assess which channels and strategies drive traffic and conversions, it leads to wasted ad spend. What you need to do instead is use innovative tools that help you simplify the complex array of data at your disposal.

PPC Signal is a tool that will make your job as a marketer much easier, faster, and more profitable You can see which campaigns are performing well — and know exactly why that’s the case. So make PPC Signal a part of your daily workflow, and you can confidently resume successful campaigns while avoiding wasted time and money.