How to Track and Analyse PPC Performance
Analysis is essential in Pay-Per-Click (PPC) advertising. Analysing your PPC performance helps you make adjustments that feed data back into your account. PPC campaigns are only as good as data you feed to them. If you input inaccurate, outdated, or incomplete data, your campaign will not achieve the desired results, wasting money in the long run.
PPC analysis is the examination and evaluation of your PPC campaign performance. This involves tracking and measuring key metrics, including impressions, clicks, click through rates, quality score, cost per click, conversions, and more. When you analyse this data, you identify areas where your campaign may be performing, along with areas where it's performance is lacking and needs improvement.
Tracking and analysing your PPC performance can help to:
Most PPC advertising platforms provide reporting tools. There are also a number of third party online tools you can use to identify your campaigns performance.
During your PPC analysis, you want to focus on key metrics that align with your goals. These metrics vary depending on your business. The most common metrics include:
When it comes to PPC analysis, there are some tips to help you ensure your campaign is performing, including:
Segmenting helps identify areas of your campaign that require evaluation. You can segment data by campaign, group, or keyword, for example.\
If you are seeing important metrics increase and then decrease, you need to find out what has caused the performance swing. If you are using Google Ads, the Google Ads editor can evaluate shifts in your performance. It is a good tool to help with simple analysis tasks.
You can compare your performance to benchmarks, seeing how your campaigns compare to your competitors.
There are some analysis you will want to carry out daily to determine the performance of your PPC campaign such as your advert spending, click through rates, and search query performance. Identify your advert position, review your search term report, and review negative keywords. You may want to adjust your bid on certain campaigns. These steps should be taken daily to ensure the best performance.
Once a week you will want to analysis your campaign by conducting a performance review, reviewing any A/B testing you are conducting, while checking your advert quality score. You will also want to take this opportunity to review your advert copy performance, monitor your competitors, and your budget allocation.
Set a date once a month to conduct a comprehensive monthly performance review, conduct your ROI analysis, and analyse your conversion funnel. Take this opportunity to check your audience segments, review your landing pages, and plan your budget. You can also adjust advertising schedules and review advert messaging.
Analysing your PPC performance is ongoing. It requires continuous evaluation, and a commitment to adapt and refine your campaign to meet changing market conditions and your business goals. Do you need help with your PPC campaign? Do you need more assistance with your PPC performance analysis? Get in touch with Genie Crawl today to find out more.
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