IV. Measuring
Returns on Ad Spent
Similar to return on investment, you can measure your
return on ad spend (ROAS) to see how much revenue you’re generating for each
dollar spent on your ppc campaigns. Measuring your return on ad spend can give
you insight into how your ppc campaigns are performing and optimize them based
on your revenue.
Calculate your ROAS – If you’re interested in calculating
your ROAS, you’ll need to know the amount of revenue generated by your ppc
campaigns and your advertising costs. Here’s the formula: ROAS % = Revenue from
campaigns / advertising costs x 100
If you use conversion tracking and have set up conversion
values, consider using the target return on ad spend (ROAS) flexible bidding
strategy we previously mentioned. This bidding strategy can help you to
maximize your conversion value, while trying to achieve an average return on ad
spend equal to your target (which you’ll know if you measure and monitor your ROAS).
V. Measuring Brand
Awareness
If your main goal is to raise awareness and visibility of
your product, service, or cause, you’ll first choose whether you want to
increase traffic to your website or encourage customers to interact with your
brand. Once you establish the goals of your branding campaign, you can then
measure success by monitoring ad impressions, conversions, and other
statistics.Here are some important adwords metrics that can show you whether
your campaign is successful:
A. Ad Impressions:
Ad impressions are the number of times your ad was
displayed to a searcher audience based on matches between your campaign
keywords and terms used within search queries. As a very broad statement, your
ads need to be displayed in order to see any sort of performance in your
account. If your ad isn’t showing, you’re not even giving searchers a chance to
click anything and definitely not leading them down the road to conversions.
The bottom line here is that you first need ad impressions if you’re expecting
to perform well in other areas.
Ad impressions are important to track in any campaign, no
matter what your goals are. But they can be especially important in branding
campaigns, because they represent how many customers actually laid eyes on your
ad. You might not care whether they ended up buying anything from your site,
but you do want them to remember that catchy new slogan you paid big bucks to
develop and share with the world. One way to really prioritize ad impressions
is to create a cost-per-thousand ad impressions campaign (rather than a
cost-per-click campaign). That way you’ll pay based on the number of ad
impressions your ads received, rather than clicks they’ve gotten.
B. Customer
Engagement:
If you’re focused on branding, you can use clickthrough
rate (CTR) to measure customer engagement for Search Network ads. On the
Display Network, though, user behavior is different, and CTR isn’t as helpful.
That’s because customers on sites are browsing through information, not
searching with keywords. The competition is high for a busy Display Network
page when compared to search. It’s important to achieve a good CTR on Search
Network (5% or higher) than on the Display Network. You may want to consider
other measurements like conversions for Display Network ads.
Conversions can help you see whether your ads are driving
branding-related visitor behavior you think is valuable, such as sign-ups or
page views. After all, aren’t you curious how many people join your mailing
list after watching that expensive video ad your company just created?
C. Reach and
Frequency:
Reach is the number of visitors exposed to an ad.
Increased reach means that an ad is exposed to more potential customers, which
may lead to increased awareness. Frequency is the average number of times a
visitor was exposed to an ad over a period of time.
You can view reach and frequency data by adding the
“Unique cookies” and “Avg. impr. freq. per cookie” columns to your statistics
table. Do select a specific time period in the drop down menu above those
columns. These columns are available on the statistics table for “All
campaigns.”
Here are the adwords metrics that can be included for
your Google AdWords campaigns. These metrics will give you a thorough
understanding of your ads, keywords and audience. But all these metrics might
not always fit with every account. There are always exceptions and anomalies
that will throw you off a bit. The most important thing to focus on is good
performance based on your business goals. Even if you find that something weird
is working really well in your account, don’t completely discredit that
weirdness. Take advantage of any good performance. Try to dig deeper as to why
something specific is working well for you.
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