AdWords or PPC is among the effective tools for improving the flow of visits to a website. It is simple to determine how much your Ads cost and how many conversions are delivered with PPC. Unless you work with Google Analytics, what happens between the conversion and the click remains unknown.
When using PPC services to attract customers to your landing page or website, Google Analytics will offer invaluable insight that exhibits how people engage with your sites.
By looking at the data facilitated by Google Analytics and analyzing it, you will identify editing campaigns to minimize the costs and increase conversions. The best way to achieve this is to understand and use the following metrics:
1. UTM Tags
Do you see a big difference between the number of clicks you get on Facebook and the number of users/sessions you see in Google Analytics? Well, if you don’t use UTM tags to URLs, it means those visits are misattributed.
Google Analytics can be interpreting these as your hard-earned PPC clicks, and direct visits go unnoticed. Use UTM tags to ensure you measure visits properly from other channels, apart from AdWords you use to send traffic to your website.
Click-Through Rate (CTR) refers to the ratio of clicks you get from PPC campaigns. For instance, if your Ads get 50 clicks and 1000 impressions in return, the value of your CTR will be 5%.
CTR is also a vital metric, which shows how ads attract your audience. If the metric percentage is lower, you need to look at your ads, which you use attractive/relevant images and texts to reflect your brand.
The amount you pay every time an individual clicks your paid ads is known as the CPC (Cost per Click). It is a helpful metric if you are looking for PPC success.
Normally, CPC differs by industry. Similar to clicks, you have to keep a closer look at trends. For the last few years, CPCs have improved.
Remember also that CPCs depend on the keywords’ competitiveness you use. If you begin seeing an increase in CPCs, start using longer-tail keywords so as to attract more traffic and increase maximum bids to remain competitive.
Google Analytics regards sessions as a group of UIs (user interactions) with your site, occurring within a given period. Sessions start when users enter your site and end at midnight, after several minutes of being inactivity, or when users enter through a particular, leaves, and come back through other campaigns.
While the default amount of inactive time, which ends one session, is around 30 minutes, you will have the freedom to change how much the inactivity constitutes that session.
Sessions also differ from one user to another since one person may trigger a lot of them. Plus, they can be helpful to track when determining sessions per source, allowing you to evaluate the effectiveness of your campaigns.
A well-built campaign is an effective digital marketing strategy and a perfect way to get your content in the right hands, particularly when your ads are targeted depending on behavior, personas, and demographics.
Failure to keep a closer look at these metrics, you cannot optimize your campaign to its full potential, and you risk losing a mint in wasted spending.