Understanding Your PPC Data

understanding your ppc data

Pay per click campaigns are a great way to target specific types of customers within specific areas of web space. However, every business that has advertised online knows that paid search tends to require a bit of an investment; PPC campaigns aren’t cheap. When you invest money in a PPC campaign, you want to make sure you are getting a worthwhile return for your investment. One of the best ways to do that is to thoroughly pore over your PPC data with analytics tools like those on AdWords. Below is a short guide on how to make the most of your AdWords management Los Angeles efforts.

Is Your Account Working?

AdWords provides a lot of data to sift through, so the best way to start is to simplify things and determine whether your account is running at all. Then you can go on to parse out finer details without having to waste your time. How do you find out whether your account is working?

The first metric to check is your impressions. Impressions signify the number of times your ad was seen by various web users based on keyword usage. If your impressions are going up at a reasonable rate, people are seeing your ads which is good. If they aren’t going up or aren’t showing up at all, you should look into whether budget is enough for Google to display your ads, whether your bids are competitive, and whether the quality score for your ads is acceptable.

Secondly, as part of your AdWords management Los Angeles strategy, you should check your clicks and your click through rate (CTR). These metrics will show whether users are actually clicking on your ads. If no one is clicking on your ads, it is time to rethink the ad content and the keywords you are using. If there are clicks, you should determine for yourself whether the proportion of clicks to impressions is acceptable. 2% is an average rate, so you’re off to a good start if at minimum you reach that rate, though of course you want higher numbers than that.

Are You Getting Your Money’s Worth?

There is another set of metrics to check to see whether you are getting acceptable returns for the amount of money you are putting into your campaign. Cost per click (CPC) and Cost per acquisition(CPA) are integral to determining whether your PPC campaign is worth the money. CPC is basically how much you are paying for every click on your ad, while CPA indicates how much you are paying for a conversion. CPA is of course going to be higher, because not everyone who clicks on your ad is going to buy something. CPA helps you understand whether the money you are investing in your PPC campaign is worth the conversions it is turning out.

CPC is important to your AdWords management Los Angeles strategy too because it allows you to see how much you are actually paying for each click, so you can determine whether you are targeting appropriate keywords. You will be paying much higher costs for competitive, popular keywords, so you want to make sure you are getting your money’s worth if you decide to compete. Otherwise you can try your hand with less popular keywords where you can make a niche for yourself.

Checking on all of these metrics first will give you some important information right away: you can see whether your account is actually running and whether your current campaign is worth the money you are putting into it. If these metrics look good, you can go on to study the finer points of the data and refine your campaign to make it more effective.

Hire a Professional

If you want to take the guesswork out of the whole process, you can have a professional handle your AdWords management Los Angeles strategy. Coalition Technologies has mastered the art and science of the PPC campaign, and we put our expertise to use for our clients with excellent results.  We can help you make sense of your AdWords data and work with your business to craft a PPC campaign that makes the most of your time and money. Give us a call today at 1-888-840-3469 for a free quote.

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