Following are recommended steps you can take to effectively track your Google ads results.
Use Google Analytics to Track Ads
Google Analytics is a free Google online tool. With this tool, you can effectively track how much traffic your website gets from all sources, inclusive of PPC ads. The tool will help you to understand how visitors interact with your website and the ads displayed on it. The information you gather with it can help you to make the right adjustments on your advertising. Well-adjusted ads can help to improve your conversion rate and ultimately good ROI.
Keep an Eye on Your Conversion Rate
Conversion rate is a direct way to gauge the performance of Google ads. You must keep a keen eye on it during your ads campaigns. Technically, conversion rate is the percentage of people who click on your ads and take desired action. Such actions include but not limited to making a purchase. You can find this information in the “Conversions” tab of your Google AdWords account. Here is how to interpret the data. High conversion rate means high performing ads while low conversion rate indicates poorly performing ads. If your ads are performance well it means they are reaching the right audience but if low, it means they are not reaching the right audience. This could mean your ad copy is ineffective or you are targeting the wrong audience. This is why if you track your conversion rate well enough, you can identify issues that may require adjustments to enable your ads perform optimally.
Use Google AdWords to Check your Ads Positioning
Ad positioning is a crucial metric that tells a marketer the average position of where his ad appears on Google SERPs. What this means is that the higher the ad is ranked on the SERPs, the higher the chances that more users are likely to see and click on it. To make this possible, your ad must be optimized with the right keywords that users are targeting. Next is to review the positions for your brand’s keywords and compare them to the positions of your competitors. If you notice that your brand is appearing in a lower position than your competitors it is an indication for you to quickly make some performance adjustments on your ads campaign. You can find keywords information in your Google AdWords account’s “Keywords” tab.
Test Your Ads with A/B Testing
Regularly testing your ad copy is a way of determining how well the ad is doing. Most marketers rely on A/B testing to track their ad performance and optimize results. When they create two or more ad versions, they can use A/B testing to track and compare which one performs better. Before launching your Google ad campaign, you can run an A/B test on the versions of ad copy you are planning to use. This is about the best way to ensure that your Google ad campaign is performing as optimally as you want. You can check out the right information you need to do this in the “Experiments” tab of your Google AdWords account. If you want to get the best results from PPC ads, you can A/B test different ad copy, landing pages, and other website elements. By doing this, you’ll get to know which ad combination leads to the most conversions and consequently, a higher ROI.
Review the Impressions and Clicks on your Google Ads
Impressions are another great way to measure the performance of Google ads. They represent the number of times an ad has been shown. This is as against clicks which represent the number of times people have clicked on the ad. A diligent review of these two metrics gives the marketer a clear idea how effective his Google ads are at reaching the target audience. You can access this data in the “Ads” tab of your Google AdWords account. Here is how to interpret the data. When your Google ads have a high number of impressions but the click-through rates are low, it means your ad copy needs some adjustments. When the ads have high click-through rates, it means they are actually reaching the right audience and driving them to take desired action. To actually determine if your ads are doing great therefore, you must diligently review these PPC metrics regularly.
Wrapping Up
Tracking your Google ad performance is a desirable step to know if your marketing campaign is doing great. The metrics data you collect from your tracking efforts is helpful for you to better understand what’s working well and what’s not working well in your marketing campaign. These metrics provide the data you can rely on to make needed adjustments to help you get the most out of your PPC and Ad campaigns budget. If you want to get such vital marketing benefits, start now to track your Google ads campaign results.
