Orange County PPC (pay-per-click) campaigns can effectively drive online traffic and generate leads for your business. However, monitoring your campaign’s performance regularly is essential to ensure you are making the most out of your ad spend. Regarding digital advertising, almost everything isn’t a one-and-done kind of thing, and you shouldn’t be complacent with anything you do!
This article will cover how to monitor your PPC campaign effectively to ensure its cost-effectiveness and success regarding lead generation.
1. Track Key Performance Indicators (KPIs)
Key performance indicators (KPIs) are metrics that measure the success of any marketing campaign, including PPC. The most important KPIs to track for PPC include click-through rates or CTR (how often people click your ads), conversion rates (how often viewers turn into paying customers), cost per click or CPC (how much you pay for every click), and return on ad spend or ROAS (how much you’re earning back from your investment). By monitoring these metrics, you can identify areas where your campaign is performing well and areas that need improvement so you’re not losing money.
2. Set Up Conversion Tracking
In the section above, we talked about conversion tracking as a vital component of monitoring your PPC campaign’s performance. It enables you to track and measure the conversions generated by your ads, such as a purchase, form submission, or phone call. With tracking implemented, you can identify the keywords, ads, and landing pages driving the most conversions and adjust your campaign accordingly by doing it for future campaigns.
3. Analyze Search Query Reports
Search query reports provide insights into the search terms that triggered your ads. Essentially, these reports tell you what keywords searchers plugged in to find you!
By analyzing these reports, you can identify irrelevant search terms that are wasting your advertising spend and add negative keywords to your campaign. For example, if you own a nail salon business but for some reason are getting traffic for eyelash extensions, you can remove that from your spend.
Additionally, you can locate high-performing search terms that generate conversions and increase bids on these keywords to improve performance.
4. Monitor Ad Spend
Monitoring your ad spend is crucial to ensuring you don’t overspend on your campaign. Set a daily or monthly budget and track your spending with your budget to ensure you don’t exceed your limit. If you consistently exceed your budget, you may need to adjust your bids or target a more specific audience.
5. A/B Testing
A/B testing involves creating two variations of your ads or landing pages and testing them against each other to determine which version performs better. By testing different ad copy, landing page designs, or calls to action, you can identify the elements that resonate with your audience and improve your campaign’s performance.
6. Monitor Competitor Activity
Monitoring your competitor’s activity can provide insights into their strategy and how you can improve your campaign. Use tools like Google Ads Auction Insights or SEMRush to analyze your competitors’ performance metrics, such as impression share, average position, and ad spend.
7. Regular Reporting
Regular reporting is essential to keeping track of your campaign’s performance over time. Set up a reporting schedule and create a monthly report that tracks your campaign’s KPIs, ad spend, conversion rates, and any insights or actions that have been taken during the past month. Use this report to identify trends, adjust, and communicate your campaign’s performance to stakeholders for the next month.
Conclusion
In conclusion, monitoring your PPC campaign is crucial to ensuring you maximize your ad spend. By following the sections above and constantly being on top of your PPC campaigns, you can optimize your campaign and generate more leads and sales for your business.
If you’re interested in learning more about pay-per-click marketing, or if you’re interested in implementing PPC for your business, contact Drive Traffic Media with all your concerns. We are a digital marketing agency in Orange County with over a decade of experience, and you may reach us at (949) 800-6990 or (310) 341-3939.