If you are utilizing search engine advertising, you need to be tracking your pay-per-click, or “PPC”, campaign.
What does that mean? It means making sure you are regularly auditing how your ads are performing and evaluating and improving your campaign. If you aren’t doing this, how do you know if your campaign is helping grow your business?
While you can take the time to investigate your key metrics yourself, there are a number of free and low-cost tools that can make the work of tracking your PPC campaign management much easier. They can be linked to your search engine ad account and can do the work of auditing your key metrics for you, and further can compare your scores to those of your competitors or other similar businesses so you can see how your PPC campaign is really performing. These tools will deliver you a report once a month or more often, as you request, and you can use these reports to take action to improve your campaign.
Tracking your PPC Campaign means tracking the following key metrics:
- Cost per click
- Cost per conversion
- Click-through rate
- Total costs
- Quality Score
These metrics will tell you how often people are engaging with your ads, and how often this leads to traffic to your business, and how this compares to how much you are spending on the campaign. It’s important to set benchmarks or goals to compare your PPC campaign against, so that you can track your progress and success, and make changes as needed.
A well-managed PPC campaign is a simple and cost-effective way to drive up traffic to your website and thus grow your business. However, you need to make sure the campaign is really working for you, so make sure you are using all the tools available to track, evaluate, and improve your PPC campaign.
