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Tracking Ad Campaigns

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Once you have your pay-per click ad campaigns up and running, you need to track the results of your efforts.

The primary goal of any direct-response advertising campaign is to sell a product or service or get some sort of an action from your visitor, and this type of ad campaign is no different.

We assume that you have put a lot of time, thought, and effort into crafting an ad that you believe will catch the attention of visitors and into selecting keywords that will attract qualified prospects.

After this, you need to see if your efforts are bearing fruit. In other words, are you converting visitors to your website into customers?

To find out, you need to determine the return on your investment or ROI. This is also known as the “bottom line.”

ROI is a topic that many people find intimidating, but it is really a very basic concept. ROI is the net income (sales x net per item) divided by the total campaign costs.

To put it as simply as possible, ROI is a percentage that shows how much profit you have made from your advertising campaign.

The way to discover the ROI on a PPC campaign can be relatively simple or more complex, depending upon how much detail you wish to deal with and how much rime you are prepared to invest.

Ideally, you should track the performance of both your ad and every keyword associated with it.

Tracking your ad campaign is vital to its ultimate success. Without tracking, you will have no idea why your campaign ultimately succeeds or fails, or what is working with your campaign and what isn’t.

Once you have learned the basics of ad tracking, you can use it to tweak your ad campaigns, do comparison testing, and try out some advertising ideas on a small scale before investing too much time or money on a full-fledged campaign.

In effect, ad tracking will not only tell you how your current campaigns are doing, it will help you predict future behavior as well.

Party Tracking Tools
The advantage of PPC advertising is that much of the basic tracking work is done for you, and basic interpretation of the tracking results is relatively simple to understand.

If you are more experienced, you can look into as deeply as you wish and analyze the most explicit details of your campaign.

Until you feel ready to do so, tracking the most important aspects is a relatively simple operation, thanks to the many of tools available to help you.

Few search engines offer the tracking details needed to adequately judge the success or failure of an ad campaign.

If you want to analyze all aspects of your campaign, you will probably need to invest in a tool to assist you.

Advanced users may access raw logs kept on their own server, but much experience is needed not only to track ads this way, but to set up your dataset so that, for example, clicks made by the website owner are isolated from the rest of the data.

Track, track, and track again. Pay-per-click advertising is direct marketing, so extensive monitoring and constant modification of your ad campaigns is the best way for you to get results.

How Ad Trackers Work
Ad trackers are services or software that monitor all of the visitors that come to your website through your advertising campaigns and track any actions they take or orders they make.

Most of these services are fairly easy to use, so even if you have limited technical skills, you can still take advantage of them and find out which of your various ads are working best.

These can be especially useful if you are running comparisons (perhaps the same ad on Google and Yahoo) to ascertain which source is providing you with the best traffic.

They also allow you to experiment with different titles, descriptions, prices, landing pages, and many other aspects of your ad.

Ad tracking tools come in one of two forms-some are actual pieces of software that you pay a flat fee for and download from a website, while others are based on a monthly fee that is often tied to the number of clickthroughs.

What You Should Be Tracking
Although there are a multitude of aspects of your ad’s performance that you should be tracking, some things are essential for you to know in order to judge whether your pay-per-click ad campaigns need changing in order to be more effective.

The main statistics you should track are:

• Number of Clicks
• Number of Sales
• Total Value of Sales
• Cost of Campaign
• Total Profit
• Cost per Click
• Cost per Sale
• Return on Investment
• Percentages of Clicks to Sales

Most of these are self-explanatory, but ones that you may not be familiar with are the percentage-based statistics.

These statistics provide you with invaluable information on the success of your ad. For example, the percentage of clicks to actions data will tell you what percent of the visitors who clicked on your ad wound up taking an action, such as subscribing to your newsletter, visiting, another page, or leaving your website immediately.

Tracking ROI
Ultimately, the most important item to track is your Return On Investment (ROI), which compares the total cost of your ad campaign to the profit you made from the act, to come up with a percentage that indicates how successful your ad has been.

To calculate ROI, you begin with your net income (the number of sales multiplied by the net income you made per sale) and divide it by the total costs of the ad campaign.

Tracking for ROI is actually simple, in most cases, for PPC advertising. Some PPC search engines include an ROI calculation in the statistics they provide you and ad trackers may also include ROI as one of their most basic pieces of data.

Keywords: tracking, ad tracking, tracking tools, pay-per click ad campaigns, ROI, advertising campaign, Ad tracking tools, ROI.


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