A very important part of digital marketing strategies is a PPC campaign which can help you bring in a lot of new leads. However, interpreting its success is what is crucial to making improvements to PPC campaigns and utilizing it for a greater ROI.
A PPC analysis is necessary to evaluate how successful your PPC campaign was and entails monitoring the appropriate KPIs. Without observing the right metrics, it’s easy to find yourself looking at data that doesn’t significantly add to the success of a PPC campaign.
Therefore, which PPC analysis indicators ought to be on your radar? And what best practices for PPC analysis should you never forget? Keep reading to find out.
PPC Analysis Interpretation for Success
By using an effective PPC analysis strategy, you will be better able to understand how well your PPC campaign performed and what areas you need to improve.
A thorough analysis will help you optimize and improve your campaign to yield favorable results. Let’s look at some important metrics that you should not miss in a PPC analysis.
Essential Metrics in a PPC Analysis
- Bounce Rate
- Click-Through-Rate (CTR)
- Cost Per Click (CTC)
- Quality Score
- Conversion Rate
- Return on Ad/Spent (ROAS)
- Conversion/Cost Per Acquisition (CPA)
The best strategy to examine your PPC campaigns is to consistently collect the data that are most important to the unique objectives of each strategy.
Although, in theory, this should be straightforward, we frequently see businesses clog their analytics with unnecessary data and false metrics. Users are now left in the dark regarding how to utilize their information in reality.
The simplest method to prevent this is to include only actionable metrics.
A measure should be taken into consideration as a possible KPI (key performance indicator) for the analysis if it is pertinent to your aim and capable of being monitored and evaluated over time.
Let’s go over the recommended metrics in a bit more detail.
Bounce rate is an essential metric in analyzing your PPC campaign. This statistic displays the percentage of visitors who arrived at a landing page only to leave the website without doing anything else.
High bounce rates in PPC advertisements point to a discrepancy between what visitors anticipate from the landing page with what they actually receive there.
Therefore, in this scenario, what exactly defines a decent bounce rate?
The typical bounce rate from computer users was found to be anywhere between 25% and 62%.
Anything greater than 62.2% should place you in the bottom 20% of performing PPC ads, and anything over 71.8% should be quite alarming. If this occurs with initiatives you are managing, it could be sensible to temporarily halt campaign spending in order to make sure that customers are reaching landing pages that live up to what they expect.
Click Through Rate
The percent of visitors who interacted with your advertisement by clicking on it is measured by the click-through rate.
A high CTR shows that the ad is satisfying the search query of the specified term or phrase, which is a great sign of an ad’s relevancy.
Higher ad clicks occur from a clearer grasp of users’ search intent, which also raises the quality score of the ad. As a result, the CPC for the advertisement may be reduced, allowing your marketing budget to work harder.
According to your PPC objectives, an ad may or may not be effective only because it has a high CTR; it also needs to be profitable. To evaluate the relative performance of an ad, evaluate your CTR toward the rate of conversion.
Cost Per Click
Cost per click is the money you pay every time someone clicks on your advertisement.
Businesses expect proof that their advertising budget is improving their net profit. They can determine the precise cost of every click by monitoring CPC.
For the majority of businesses, obtaining a favorable ROI is of the utmost importance. By analyzing a campaign’s cost per click, one can ensure that Google isn’t gradually driving bids upwards and consuming additional money than you’re capable of spending.
High-value phrases and keywords will face more intense competition, which will inevitably result in higher bid prices. You can find relevant, low-CPC phrases or keywords to bid on by experimenting and doing keyword research in this area.
Google gives advertisements a quality score (on a scale of 1-10) to indicate how well they should perform.
The first 90 days of multiple ads that use the same phrases or keywords are analyzed against the newly developed ad. The quality score is then calculated by Google depending on relevance, with the three primary variables being:
- Landing page relevancy
- Projected CTR
- Matching customer’s search query
A good quality score usually signifies that your campaign is showing up in search queries and is, therefore, more likely to convert, despite the fact that Google admits quality scores aren’t often a real representation of ad quality (not taking into account factors like the searcher’s gadget, location, or time of the day, for example).
However, if an advertisement is profitable, it should not be instantly disabled because it has a poor quality score. Analyze each advertisement individually, and refrain from being eager to remove a low-scoring advertisement that is generating a strong return on investment.
The number of customers that click on your advert and then finish a task or user activity on your site is known as the conversion rate.
Conversion targets will differ amongst firms, but classic examples are internet shopping transactions, mobile app downloads for mobile devices, email list subscriptions, and contact form filling.
To analyze your conversion rate, you must first ensure that your conversion goals are configured in Google Analytics.
When a campaign doesn’t work effectively, poor conversion rates will alert you, helping you to improve your landing pages.
An advertising campaign’s effectiveness is evaluated using return on investment. It examines the amount of money spent throughout the ad and contrasts it with the overall revenue brought in.
Typically, ROAS is shown as a ratio or a percentage. Google, for instance, makes the assumption that the average company wants to gain $2 per each $1 invested in advertising, which would result in a ROAS of 2:1 or 200%.
The capacity to determine the most profitable PPC channels, gain a better grasp of your target demographic and optimize upcoming campaigns all depend on your ability to comprehend your ROAS.
Cost per Acquisition
Cost per acquisition informs you of the usual cost involved in acquiring a consumer over the course of an advertising campaign.
Typically, this relates to a financial transaction, although the aim of your PPC campaign might be to gather leads or get individuals to install your app, which may not immediately end in a transaction.
This needs to be monitored since it has an immediate impact on the profit margins. Seeing a loss on your advertising investment is something you certainly do not want.
Profit, meanwhile, need not always be immediate. Customers’ average lifetime values will vary depending on the firm. A higher CPA may occasionally be justified if a company predicts subsequently recouping the expenditure.
Along with prioritizing these essential KPIs, it is important to keep your competitors in mind and track their PPC campaigns as well. And while you are at it, never leave your audience out of the equation, since without them, you won’t even have a business to run and benefit from.
Keep in mind that what counts as a suitable metric for evaluating the success of your PPC campaign will vary depending on your business. It seems completely logical if you give it some thought. An audience for a community restaurant will respond entirely differently compared to a market for a producer of medical devices.
It is, therefore, important to tweak your plans accordingly.
Additionally, remember that you’ll see varied outcomes from various advertising networks. What may have a terrific CTR for LinkedIn Ads may result in a dismal CTR for Google Ads.
Some PPC analysis tools that you should utilize for effective evaluation are Google Ads Editor, Google Trends, Ahrefs, Google Keyword Planner, and SEMrush.