One of the best ways to increase traffic to your website is by using Google AdWords. But while this is a powerful tool, many users end up confused because there are so many ways to track the success of their campaign.
Below are four critical AdWords metrics that will help you develop your marketing campaign into a conversion machine.
1) Cost Per Conversion
This is essentially the most important Google AdWords metric you can track. Cost Per Conversion is how much you spend on your campaign to get one response. The response is whatever you’re hoping to achieve by implementing Google AdWords. This includes sales, e-mail addresses, or something else.
Cost Per Conversion is critical to the success of any marketing campaign. The goal is simple: the lower your Cost Per Conversion is, the higher your profits are!
Just keep in mind that multiple components of your sales funnel will effect the Cost Per Conversion. You are essentially analyzing anything that is a cost to get a click. This means using data from Google AdWords, and additional fees you pay elsewhere, like PayPal, web hosting, and others.
If you are able to lower your Cost Per Conversion, you will be able to push more products. This is because more ad campaigns will fit into your budget. If you don’t want to add more products, then you’ll simply be making more profit off of your one product with a lower Cost Per Conversion.
TIP: You can always collect low cost “leads” that signal intent. We use quizzes like the ones BuzzFeed uses. They’re highly interactive, and captivating. We exclusively use a company called Outgrow. This not only lowers your Cost Per Conversion, but it also helps your quality score because of all the interaction that’s happening on the quiz.
2) Results Based On Geography
If you analyze how your campaign performs in different regions of the country, or world, you can implement GeoTargeting to improve your campaign.
GeoTargeting will not stop AdWords from showing ads outside of the regions you’ve chosen to target. This may come as a surprise, but it is worth knowing. Think of your GeoTargeting as more of a suggestion to Google. You think your ads will perform best in certain regions, but Google will still test them in other areas for you.
By making use of this feature, you can track two important things. One is if your ads are as performing as well as you wanted them to in your targeted areas. Two is if it is having strong results in areas Google has placed them, so that you can decide if you’d like to expand.
3) Quality Score
Quality Score represents how well your website gives visitors information that is relevant to what they searched for. For example, if a user searched for laptop computers, but your website gives them information about smartphones, your quality score will be low.
On the other hand, if a user searches for laptops and then lands on your page that sells Mac Books, your quality score will be much higher. This will lead to attracting more customers, as your website provides exactly what they were looking for.
This is an important metric to track because if you can maintain a high quality score, Google will actually give you a discount on AdWords campaigns since you’ve proven to be reliable.
In comparison, a low quality score results in Google charging you more for the same campaign.
By making use of this metric and reducing your cost for AdWords campaigns, you can actually reduce your Cost Per Conversion as discussed in the first section.
4) Can You Get More Traffic From The Keywords You’re Targeting?
If you’ve started tracking the metrics listed above, then its time to begin expanding your AdWords campaign. When you’re ready to expand your campaign, you should start by analyzing the keywords you’ve already been targeting.
What you’re looking to see is if your ads are getting the most impressions possible, and if you’re being seen by everyone searching these words on Google.
Tracking this is quite simple. You’re going to take a look at Impression Share and Average Position.
Impression Shares are the amount of impressions your AdWords are currently getting, in comparison to the amount of impressions that are available.
For instance, if there are one-hundred available impressions for the AdWord you’re targeting, and you get ninety impressions, your Impression Share is 90%. Anything at 90% or below can be improved, and you should investigate possible strategies.
Average Position, on the other hand, will tell you where your ad shows up on a Google search. If your Average Position is three, this means you are usually the third result. The higher you are, the more exposure, and clicks, you’ll get.
Keeping up with your Google AdWords campaign may seem challenging on the surface. But if you track these four critical metrics, you can easily improve your campaign.
Keep in mind that your ultimate goal is to create the lowest Cost Per Conversion possible. To do this, analyze your Quality Score, Impression Share, and Average Position. Then you can take a look at these scores by region. Doing this will give you the ability to make the necessary adjustments to produce a successful campaign.