If you’re going to be doing some marketing, then chances are you’re going to have to use PPC analysis more than once.
The thing is, PPC analysis can get a bit confusing, especially if you’re new to it. You might not know where to start or what will make your PPC analysis more impactful and effective.
Well, don’t worry! If you’re looking for ways to conduct impactful PPC analysis, then you’ve come to the right place.
We’ve put together a list of four tips that will definitely help you along the way. So let’s dive in.
What Is PPC Analysis?
If you’re new to PPC, you might be wondering what it even is, let alone what PPC analysis is. But don’t worry, we’ll be explaining everything you need to know right here.
PPC stands for “Pay-Per-Click”, and it is an online marketing tool and technique where advertisers pay for each ad they have.
Rather than trying to get visitors to your website organically, you are essentially paying for them with PPC.
So a PPC Analysis is a tool that will show you how those PPC adverts are doing.
One of the most popular PPC advertising platforms is actually Google Ads and it allows you to put your ads on the Google Search engine results pages.
It also lets you track your keywords, cost per click (CPC), and even your conversion costs.
Keeping track of the performance of your PPC is really important to know what needs improving and what is working well for your online marketing.
4 Tips For Conducting An Impactful PPC Analysis
So now you have a better understanding of what PPC and PPC analysis is, let’s take a look at 4 tips that will help you make your PPC analysis more effective and impactful.
Each of these tips will greatly improve the effectiveness of your PPC analysis and help you not to waste time and effort, so you can work more efficiently.
So let’s take a look at how you can conduct an impactful PPC analysis now!
1. Click-Through Rate (CTR)
Firstly, one of the most important things you need to look at is your Click-Through Rate or CTR for short.
Click-Through Rate is a metric and feature that tells you how often people are clicking on your ad and engaging with it. This metric is a very important part of your PPC analysis.
More than anything, you want people to be clicking on your ad and engaging with all of your content.
Usually, impressions can help, but when it comes to these ads, that’s not enough. You need them to be clicking on your ads, so you need to have a high Click-Through Rate.
If you are not monitoring your Click-Through Rate at the moment, then you definitely need to start.
By monitoring your CTR, you can see how much engagement you are getting and you can see if you are keeping your site visitors interested in your ads.
If your Click-Through Rate is quite low, then this is proof that you need to change up your tactics. By keeping tabs on your CTR, you’ll know exactly what areas you need to work on.
2. Make Sure You Aren’t Wasting Money
If you’re using a PPC campaign, then you are going to end up spending money. You need to make sure that you aren’t wasting any of that money and that you are spending it in the right areas.
During your PPC analysis, you will need to monitor where that money is going. You can do this by looking at your wasted spend ad metric.
This metric will tell you exactly where you’re spending money that you don’t need to.
This metric really helps because it can save you a lot of time, effort, and money.
By looking at the wasted spend ad metric, you can see which ads are having little to no engagement and which ads are doing well, so you can focus more on where the money is coming from.
If you have an ad that isn’t doing well, you can choose to abandon that particular ad and focus more time on the ads that are doing well.
Wasting money while you trying to make money will happen sometimes, but you need to make sure that it isn’t happening in unnecessary areas.
If you want to try and improve your ad’s effectiveness rather than abandon it completely, you can optimize and change up your keywords or even change up the time of day your ad runs.
These two things can really help the ad’s overall performance.
When you are conducting your PPC analysis, you definitely what to check and monitor your Impression Share metric.
Impression Share will show you how often your ads are triggered by any relevant search queries.
This is a really important metric that will help you see how often your audience is searching for a relevant query that will trigger your ad to appear in the search results.
If you find that your Impression Share is low, this means that your ad isn’t really appearing in many relevant search results.
It also means that any tags you are using for your Impression Share aren’t being searched by people very often and this overall means people aren’t seeing your ad at all.
You may need to change up keywords or tags to make sure that people see them.
You can do more keyword and tag research to work out what you need to be including in your ad to make sure it appears in the search results more frequently.
4. Quality Score
Your Quality Score is another really important metric for your PPC Analysis.
Quality Scores are important because they are the scores that Google gives your ad that determines your ranking on the search engine results.
It’s important for you to understand how Google determines Quality Scores.
Google always wants to provide its users with the best search results possible, making sure all the relevant information in their search queries is matched in the search results.
If you want your ad to appear high up and in a good place on the search results, you need to make sure that is completely relevant to the search query.
You need to make sure that you are using relevant keywords, and you need to make sure that you make a relevant ad copy.
It’s also in your best interest to do a bit more in-depth research on Quality Score.
The more you understand it, the better you can position your ad and website in the search results on Google.
There are lots you can do when you are conducting a PPC Analysis, but if you were a bit confused about where to start, the tips we have included in this article will definitely help you.
PPC Analysis is a very important part of marketing, and it is extremely beneficial when it comes to bettering your overall performance on your PPC ads.
When you know what people are engaging with and you know what you need to work on, it can save you lots of time and effort.
Knowing the behavior of your audience helps you to be more successful.