To truly be successful at any kind of marketing you have to be able to measure your results. Without actionable metrics you cannot make the changes to your PPC campaigns to make them profitable. Therefore, analytics is the most important aspect of your PPC campaign.
You not only need to be able to measure the traffic to your landing pages, but you also need to be able to measure the effectiveness of your PPC advertising. That means you’ve got to know your conversion rate, both your overall conversion rate as well as the conversion rate from your PPC ads. Segmentation of your results is paramount to a truly actionable metric.
So how do you achieve that? There are a number of ways to get the best analytics results from your PPC campaigns.
- You can create a separate landing page for each PPC ad or campaign
- Make sure that your PPC ads are optimized for different keywords than your other advertising efforts
- Keep a close eye on the times that your ads run and the number of visitors and results you get during those times
Without knowing how effective your PPC campaigns are you’ll never be able to improve your results. Metrics is key to your success.