If you have successfully managed to carry out a search engine optimisation or pay per click (PPC) marketing efforts, you will surely get a maximum exposure for your business. PPC will certainly help in the growth of the business. Without a doubt, there are many benefits of pay per click. Through these techniques, you will get a great overview of your performance, and you can easily track a solid measure of your business’ success.
How to track the success of PPC campaigns
Quality score: It is the score that measures the relevancy of your keywords by search engines. The score is useful in assuring that the searchers can see the relevant ads about your website. Quality score can be determined through the click-through rate of the relevant keyword and its equivalent ad. It depends on how relevant the keyword is to the ad group that you have assigned. Also, it depends on the quality of your landing page. It is vital to maintaining these scores because Google will use these scores for determining the ranking of your ad.
Ads per click: If you want to calculate the exact quality scores, you need to observe the click rate in each ad. This rate is helpful in determining whether your ads are appropriate or not for the web searchers. In case you are not getting enough clicks on your ads, it only means that you have not placed the right keywords. To make them efficient, you have to work on your keyword selection in their proper usage.
The conversion rate of each click: This rate is based on the number that divides a campaign. If you want to gain more customers and increase sales, the only way is to increase your budget for a higher visibility in the search engine page. It is the important metric that monitors your overall cost and is totally based on the cost per click.
Amount wasted on each ad: It is important to analyse the effectiveness of these ads, which can be done by the wasted spend. It actually measures the amount of money you are driving down with each click and don’t offer success. If you want to eliminate the irrelevant wastage of amount on each ad, you need to use negative keywords smartly. These keywords clear the website traffic that is not good for your business.
How to check the above metrics?
Many different tools are available the help in checking the performance of these key metrics. For example, AdWords Performance Grader, which is a free tool that performs an instant pay per click audit on your AdWords account. It assists in comparing the performance in certain areas like quality score and wasted spend count. With this tool, you can easily measure the competitor’s ad and you can easily track the changes.