Home Personal Finance Unbelievable Advanced Tricks to Monitor and Analyze PPC Outcomes – Number 4 Will Shock You!

Unbelievable Advanced Tricks to Monitor and Analyze PPC Outcomes – Number 4 Will Shock You!

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Unbelievable Advanced Tricks to Monitor and Analyze PPC Outcomes – Number 4 Will Shock You!

Tracking and Sharing PPC Performance: 6 Key Considerations

Whether you’re new to running search campaigns or have experience with thousands of them, tracking and sharing the results of your efforts is essential. However, with so many metrics available, it’s important to consider the following tips to effectively navigate PPC performance tracking and gain valuable insights:

1. Clearly Define Your Goals:
Before starting any reporting, it’s crucial to identify your primary and secondary goals or key performance indicators (KPIs) that matter to your company or client. For instance, if your main objective is to improve attributable revenue each quarter, focusing on how much your landing page traffic has increased year-to-date won’t be very helpful. By tracking results that align with your KPIs over time, you can provide meaningful insights to stakeholders and make impactful optimizations.

2. Identify Important Metrics:
Once you have established your KPIs, determine the most important metrics to include in your performance analysis. For example, if your primary focus is on conversion volume, conversions will be the main metric to monitor, while conversion rate will serve as a secondary indicator. Analyzing these metrics can uncover valuable insights, such as identifying customer archetypes that drive higher conversion rates or more qualified conversions.

3. Monitor Budget Pacing:
Including budget flighting in your performance reports is essential. If you’re on track to achieve your primary goal (e.g., conversion volume), but exceeding your daily or monthly budgets, it may be necessary to request additional budget for paid search efforts. On the other hand, if you’re under-pacing but still achieving strong conversion volume, consider exploring growth opportunities in keyword expansion or other channels or potentially reducing your paid search budgets.

4. Assess Bid Strategy:
Your bid strategy should align with your primary goal. For instance, if you’re using Maximize conversion bidding to reach your conversion volume target, that’s great. However, if you’re using a Target cost per acquisition (tCPA) or Target return on ad spend (tROAS), ensure that adjusting the bid targets will help you reach your goal. Although there may be reasons why your bid strategy doesn’t directly align with your primary goal, strive for alignment as much as possible.

5. Consider Your Audience:
When tracking and analyzing campaign performance, it’s important to consider who will be digesting the performance data. Different levels of reporting may be required for internal teams versus presenting to higher-level executives. Regardless, the key takeaway for any audience is an action item or insight that can be translated to other channels. For example, if a particular ad drives the highest volume of conversions, consider reusing the copy for an email campaign or Meta ad. Break down PPC performance into actionable tasks for the wider team by avoiding excessive use of acronyms and explaining insights in a clear and actionable manner.

6. Automate Reporting:
In an era of automation, take advantage of tools like Google Ads, Microsoft Ads, or SA360 to set up automated reports. Customize these reports with the necessary columns, calculated fields, and data layers. By scheduling these reports to be sent directly to your inbox on a weekly or monthly basis, you can save time and ensure consistent monitoring of PPC performance. Remember to use the platform as a starting point and conduct a deeper analysis in your chosen data source or omnichannel platform for cross-channel insights.

Tracking and analyzing PPC performance is a complex task that requires translating numbers into stories and actionable next steps. By following these six considerations, you can gain meaningful insights and deliver impactful reports to drive the success of your PPC campaigns.

(Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.)

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