Pay per click ads like Google Adwords has a important role in your online marketing strategy, yet how do you see the actual results? Learning how to measure the effectiveness of Pay per click campaigns is a relatively simple process but it does require some basic knowledge about how SEO and Pay per click works, and access to web analytics tools. Here are the 5 vital steps to take to be able to evaluate, measure, and make the necessary adjustments to make your Pay per click campaign like that of Google Adwords more effective:
1. To integrate Pay per click into your web analytics tool. Avinash Kaushik, author of the book “Web Analytics: An Hour a Day” recommends using several web analytics tools and integrating your Pay per click data into it to measure the effectiveness of your campaign. Kaushik emphasized the need to get a deep look into what is really happening at the backend of the web analytics tools used, and that doing this will save you from the expense of hiring an SEM agency to do the service.
2. To define the key performance indicators. Take the time to analyze what exactly generates income? Is it the click to a sales page or a lead capture? Is it the payment and transaction itself? By being able to clearly define what is the performance indicators for a campaign, your will be able to target what is working well and track the user behavior that can give you the desired conversions
3. Keep track of your unique visitors. Unique visitor counts will vary significantly by campaign, and you will need to know exactly how much it cost to attract these visitors, even if they didn’t complete a purchase or submit their information. Knowing this will clearly indicate the real score. It is possible that you may be targeting the wrong keywords if your click-thru rate is high, but lacking in conversions.
4. Do split testing. This test is usually done by internet savvy marketers to aid them in figuring out what are the keywords or keyphrases that work the best for conversions from their prospective market. To do a split test, it is necessary to run exactly the same ad across 3 ad service providers simultaneously. This will allow you to track clicks and find out where the majority of your target market is clicking and how they are finding you. With this data in hand, it will possible to assess the performance of each service provider, and work exclusively with the one that gives you the best results.
5. To find out the cost per acquisition. Once you know how many people are coming to your website and how many people are converting, you will be able to generate an accurate assessment of the cost per acquisition for your Pay per click campaign. You will be able to get exactly how much is spent to generate a sale. After that, you will be able to calculate the average selling price and take a close look at your ROI.
Measuring the effectiveness of your Pay per click marketing strategy can take time and you will need to tweak it as you go along. These 5 steps will help you enormously in optimizing your ads and getting the highest conversions from each and every campaign. The fact is, that these are just the very simplest and most basic techniques. If you want to capture more of your target market, there are some more ways by using other marketing strategies from Google Advertising.