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Are Your Google Ads Producing the Results You Want? 

If you’re slightly less experienced in using the Google Ads platform, it can be overwhelming, to say the least, let alone having to work out whether your ads are producing the right results.  

Running a Google Ads campaign can bring in great rewards and results for your business when it is done correctly. However, every small change made to a campaign can have a huge impact on your results, so it’s important you know how to measure and monitor your results.  

Google Ads is a paid form of advertising meaning that you pay Google for every click your ad receives. This makes it even more important to ensure that you are producing results and getting a return on your investment. 

So, how do you know if your ads are producing results? 

Conversion Tracking 

Setting up conversion tracking in your Google Ads is the first step in measuring the success of your ads and determining an accurate ROI. 

There are a few options available to you when it comes to conversion tracking, the two main options being that you can use either Google Ads or pull in conversions from Google Analytics to track your goals.  

We tend to opt for pulling goals in from Google Analytics; it means that you don’t have lots of tracking code placed on your website and you can also see the Google Ads conversion data in your Analytics account.  

Once you have pulled in the conversion data from Analytics or set up tracking using the Google Ads instructions your account will track all of these conversions on your website for the people who visit  directly from your ads.  

To accurately determine your ROI and campaign success, you will need to track the following: 

  • Contact Form Submissions 
  • Email Link Clicks 
  • Online Sales 
  • Online Appointment Requests 
  • PDF Downloads 
  • Calls from both ‘call-only’ ads and your landing page 

By tracking all of these online actions, you will be able to determine the success of your ads relative to your selected goals. You will be able to see which ad the conversion came from and even the search term that the visitor used.  

Call Tracking 

You have two options when it comes to tracking your calls, either using Google Ads basic call tracking service or use a more in depth third-party software to track your calls.  

If you have any other form of digital marketing, a third-party software will benefit your marketing more and provides more detail than Google Ads, with the added capability of being able to listen back to calls.  

Google Ads provide their own free call tracking service for their ads only. This means that you can install their call tracking code on your website and landing page, but it will only work and track calls when people visit from one of your ads.  

This isn’t as in-depth as third-party call tracking services and you are unable to listen back to any calls, but if you don’t want to spend the money on this software, the Google Ads version is essential in order to measure success and ROI.  

To use Google’s tracking service you will need to install two pieces of code onto your website – you will need your web developers to do this for you.  

The main point to note about both of these tracking methods is that Google Ads provides a free, basic service, whereas you will have to pay for a more in depth third-party service.  

Quality Score 

This is another way to measure the success of your ads and campaign. Each keyword in your campaign will have a quality score attached to it; this will be a score out of 10.  

Quality scores are determined using three factors of your ads – expected click-through rate, relevance of ads and relevance of the landing page.  

These three factors combined will give you your quality score and provide you information about where the improvements need to be made for your ads.  

A successful campaign would have a high quality score for the majority, if not all, of your keywords – this would be between 8 – 10.  

Ad Metrics 

The easiest performance indicator to use to measure your Google Ads is the data that Google Ads provide to you on the main screen of your campaign. This includes clicks, click through rate, impressions, cost per click and the number of conversions.  

This is your starting point for measuring success and the place where you should always come back to for a simple overview of your campaign performance.  

As long as your conversion tracking is set up accurately, you will be able to view all of your conversions and cost per conversions in this area as well. In addition to all of these metrics, you will also be able to view the total amount you’ve spent on your ads.  

For a well-performing campaign you will be looking for the following indicators: 

  • A high click-through rate.  
  • A low cost per click.  
  • A low cost per conversion.  
  • High numbers of clicks, impressions and conversions.  
  • A high conversion rate.  

If your campaign ticks all of these boxes, you have a really successful campaign. However, there is always room for improvement – that click-through rate can always be higher, and you should constantly be working to lower your cost per conversion! 

This has been a brief rundown of how you can measure the results of your ad campaigns and what you need to be looking out for when it comes to your ad performance.  

If you’re interested in running Google Ads for your company, or you’re unsure if your ads are actually working, get in touch with our team of PPC specialists today! 

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Tierney Crocker
Tierney Crocker is part of the Digital Marketing team at WNW Digital, involved in all aspects of digital marketing and social media. You can email her at tierney@wnwdigital.co.uk

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