There is little point in running any advertising campaign if you do not track its effectiveness and act on this information. One of Paid Search advertising’s great benefits is that it is highly trackable and return on investment can be calculated in a way that is just not possible with most traditional forms of advertising.<\/p>
Conversion tracking helps you to understand how effective your campaigns are at getting users to take the actions you want, e.g., sign up for your email or make a purchase after they click your search ads.<\/p>
To enable sales data to be passed back to Google, you will also need some code on your site’s page and link your Google Analytics and Google Ads accounts. When setting up conversion tracking, there are several selections to make:<\/p>
Once tracking is implemented and the accounts linked, conversion data will be available directly in your Google ads account. See chapter 6 for more information about Web Analytics.<\/p>
There are four basic metrics for CPC ad campaigns:<\/p>
These metrics are essential to track, but the measures that will be the most critical for optimising your campaigns derive from combinations of these simple metrics. These are:<\/p>
Click Through Rate is the percentage of ads that are clicked. A high click-through rate indicates that your advert is attractive to users. Google uses the CTR as an input in its quality score, so a high CTR will positively affect your cost per click.<\/p>
CTR (Click Through Rate) = Clicks \/ Impressions<\/strong><\/p> Conversion Rate is the percentage of clicks that lead to a conversion. A higher conversion rate will reduce your Cost Per Click<\/em> and Cost Per Acquisition<\/em>.<\/p> Conversion Rate = Conversions \/ Clicks<\/strong><\/p> Cost Per Click (or CPC) is the amount of money spent on each click. Average CPC is calculated by dividing the total spend by the total number of clicks. A lower cost per click will reduce your Cost per Conversion.<\/p> CPC = Spend \/ Clicks<\/strong><\/p> Cost Per Acquisition (or CPA) is the amount of money spent to get each conversion. The average CPA is calculated by dividing the total spend by the total number of conversions.<\/p> CPA (Cost Per Acquisition) = Spend \/ Conversions<\/strong><\/p> An effective campaign has high percentage metrics and low your cost metrics. It is a good practice to set goals for your campaign performance in terms of these metrics. As you continue optimising your keywords, ads and account structure, watch these metrics closely and use them to measure your campaign’s performance as you work toward reaching your goals.<\/p> When running any advertising campaign, set goals against which to measure performance. Example goals include:<\/p> There is little point in running any advertising campaign if you do not track its effectiveness and act on this information. One of Paid Search advertising’s great benefits is that it is highly trackable and return on investment can be calculated in a way that is just not possible with most traditional forms of advertising. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[42,1],"tags":[],"class_list":["post-4010","post","type-post","status-publish","format-standard","hentry","category-google-ads-paid-search-ppc","category-uncategorized"],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p7zVGJ-12G","jetpack-related-posts":[],"jetpack_likes_enabled":false,"_links":{"self":[{"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/posts\/4010"}],"collection":[{"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/comments?post=4010"}],"version-history":[{"count":1,"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/posts\/4010\/revisions"}],"predecessor-version":[{"id":4011,"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/posts\/4010\/revisions\/4011"}],"wp:attachment":[{"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/media?parent=4010"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/categories?post=4010"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vendlab.com\/wp-json\/wp\/v2\/tags?post=4010"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Conversion Rate<\/a><\/h3>
Cost-Per-Click (CPC)<\/a><\/h3>
Cost Per Acquisition<\/a><\/h3>
Setting Goals<\/a><\/h3>