Google advertising can be a fantastic way to reach new customers and grow your brand. If you’re running a pay-per-click (PPC) campaign for your company, you can and should track your performance data to see how well your ads are performing. It is critical to understand how PPC performance works to track the success of your brand’s Google ad campaigns.
Check the Average Position of Your Brand in Google AdWords
This essential metric reflects the average position of your ad on the search results page. The greater the position of your ad, the more likely users are to see and click on it. The position of your ad will largely depend on the keywords you’re targeting and the competition for those keywords. This is a significant aspect because you can then compare the positions for your brand’s keywords to those of your competing companies.
These details can be accessed in your AdWords account’s “Keywords” tab. Sort your keywords by position by clicking on the “Avg. pos.” column. If you’ve noticed that your brand is ranking lower than your competitors, it’s time to make performance changes to your campaign.
Examine the Impressions and Clicks for Each Ad
The number of impressions is the number of times your ad has been shown, while the number of clicks is the number of actual times people have clicked on your ad. You can get a good idea of how effectively your ads reach your target audience by reviewing these two metrics. This information can be generally found in your Google AdWords account’s “Ads” tab.
If you recognise that one of your ads has a high number of impressions but a low click-through rate, your ad copy needs to be tweaked. Ads with high click-through rates effectively reach users and motivate them to act. Reviewing these PPC metrics to assess that you are functioning well is critical.
Check Your Conversion Rate
When operating an ad campaign, monitoring your conversion rate is critical. Your conversion rate is the actual percentage of people who click on your ad and then complete your desired action, such as making a purchase. This information can be found in your AdWords account’s “Conversions” tab.
A reasonable conversion rate reflects your ad is compelling and reaches the intended audience. A low conversion rate indicates that your ad copy is ineffective or that you are targeting the incorrect audience. You can identify problems and make necessary adjustments by tracking your conversion rate. This will guarantee that your ads are more efficient and valuable.
You can better understand what works and what doesn’t with your campaign by tracking the performance of your Google ads. This primarily enables you to make necessary adjustments to get the most out of your PPC campaigns.