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Measuring the Success of a PPC Campaign

Measuring the Success of a PPC Campaign

Measuring the Success of a PPC Campaign

A pay per click (PPC) campaign can cost a considerable amount of money if you fail to analyse the data it provides.Install an Adwords tracking code on the completion page of your product or service and install analytics with funnels so that you can analyse what is working.In order to establish a tracking code you should open your Adwords account, go to 'Reporting' then 'Conversions' and create a new action. Name the new action and set the conversion tracking to the appropriate level of security then click 'Save Action & Get Code'. This will give you your Adwords tracking code which needs to be added to the code on the page of your completed goal. The next step is to go to the 'Analytics' tab and choose the 'Create my free Google Analytics account'. Once you have signed up to the Analytics account you will be given an Analytics code which needs to be added to the code of every page of your site.The data will allow you to see how visitors use your site, which will inform your decisions on Adwords spending.You can add goals in Analytics for a greater insight into the process. Go to the Settings page in Analytics and select Edit. This will bring you to 'Conversion Goals and Funnel'. Add the end of the URL from the completed process page minus the domain name.You can set the match type to Exact match for a simple URL but for dynamically generated URLs, you will need to choose either Head or Regular Expression matches. You should also set up a funnel, which is the series of URLs leading up to the goal, as this will allow you to see where people are abandoning your process. You can analyse the data and improve the process.Take the end of your URL and add them in the order that your customers would come to them in the boxes provided (directly below Goals in Goal Settings). If all of this seems hard to digest then I would recommend employing the services of a search engine optimisation (SEO) firms as they will have the expertise to help grow your business online.Google Adwords can prove costly in the long-terms and should ideally only be used as your organic strategy develops so that you can get to the top of the search engine's natural results.
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