When it comes to tracking and sharing the results of your PPC campaigns, there are several important factors to consider. Firstly, you need to determine your main campaign goals and key performance indicators (KPIs) that align with those goals. It’s important to focus on metrics that are relevant to your objectives, rather than getting overwhelmed by the wealth of available data points.
One metric that should be included in your analysis is conversion volume, as it is a key indicator of performance. Additionally, conversion rate can provide valuable insights. For example, if conversions have decreased but conversion rates have increased, it may be necessary to examine audience lists or regional targeting to understand why certain customers are driving higher conversion rates.
Budget pacing is another crucial aspect to consider. If you’re on track to meet your primary goal but exceeding your budget, it might be time to request more budget for your paid search efforts. On the other hand, if you’re under-pacing but the conversion volume is strong, you can explore growth opportunities in keyword expansion or other channel types.
Your bid strategy should align with your primary goal. If you’re using a bid strategy like Maximize conversion bidding to reach your conversion volume goal, that’s great. However, if you’re using a bid strategy like Target cost per acquisition (tCPA) or Target return on ad spend (tROAS), you should consider adjusting the bid targets to reach your goal.
When analyzing your campaign performance, it’s important to think about who will be reviewing the data. Different stakeholders may have different levels of understanding, so it’s crucial to provide actionable insights that can be easily understood. Instead of using technical acronyms or complex language, focus on providing clear insights that can be translated to other channels or marketing strategies.
Finally, take advantage of automated reports to save time and streamline your reporting process. Set up reports with your preferred date range, columns, and calculated fields, and schedule them to be sent directly to your inbox. This automation allows you to focus on deeper analysis and uncovering cross-channel learnings.
Overall, tracking and analyzing PPC performance is a complex task, but it is crucial for the success of your campaigns. By considering your goals, metrics, budget pacing, bid strategy, audience, and utilizing automation, you can gain meaningful insights and optimize your PPC campaigns effectively.