Build a successful AdWords campaign with the best KPIs
More tools for digital marketing and marketing metrics pop up all the time, but one company remains the go-to for Search Engine Optimization (SEO)...Google! Where attention to Google Analytics and Google AdWords can give any business a marketing boost.
Done right, these tools will help your brand rise to the top of search engines and draw more web traffic, generating more leads. So, what are the KPIs (Key Performance Indicators) of a successful AdWords campaign? It depends on what your goals are for digital marketing, and where you want to invest the time and PPC (Pay-Per-Click) money.
Determine the goals of your Google AdWords efforts at the outset, and plan to track the most meaningful metrics that can demonstrate a successful campaign. Then use these techniques to get the most out of your strategy.
Place Priority on Conversions
Campaigns with Google Adwords are complex, and it takes balance to achieve an effective campaign. Each change you make in the setup could create a ripple effect that moves the metrics in either direction. To ensure your campaign is successful, prioritize conversions, one of the most important metrics for paid searches.
You can optimize your campaigns for conversions by increasing the budget and putting more money toward keywords that provide the best return. Remove words that are not working for your company, and create specific advertising groups where you can use targeted ads and unique landing pages. You’ll also want to track the number of clicks and the Click-Through Rate (CTR) to see how many users are really engaging with your ads. If the numbers are too low, adjust your advertising accordingly.
Keep an Eye on the Costs
Tracking the Cost Per Click (CPC) will help you to build a strong campaign. Every keyword will have its own CPC and its own conversion rate, with varying degrees of effectiveness. If the CPC is not where you want it to be, you can try several different tactics to improve the campaign.
This is another area where it can be beneficial to create targeted advertising groups, and then divide the keywords into different ad groups for the best results. You can also edit your landing pages for the best SEO, aligning these with Google AdWords and you can improve your ad copy to mention relevant keywords. If your website is still not rising in search results, try using less competitive keywords. By pursuing keywords that are not already overly used in competing campaigns, you may get a bigger bang for your buck.
Don’t Ignore your Quality Score
Using Google AdWords is a great way to attract more consumers to your business and build your brand. However, it’s also important for your ad buys to yield a good return on investment. While it seems more complicated than other metrics, the Quality Score that is assigned in Google AdWords can help you identify when your campaigns are working. Perhaps even more important, this score can help you determine when a campaign is not working.
The Quality Score draws on a wide variety of metrics to show how relevant your advertising content is in the digital realm. The score uses a combination of CTR, landing pages, ad format and relevance to rank your campaign on a scale of 1 to 10. If your campaign gets a high Quality Score, between 7 and 10, it means you are paying a very fair price to advertise through Google AdWords. However, a lower score, such as a 6 or below, could mean you’re not getting good returns, and you are paying more for the service than you should be.
Remember, successful campaigns take a little finessing. Don't fret if you have to end a campaign early due to poor performance, high CPC or a low Quality Score. Learn from AdWords that perform well and keep an eye on who is engaging with your ads. When you think of your AdWords campaign like an ever-evolving part of your marketing strategy the more beneficial your tactics will become!