Not getting enough returns on your ad investment?
The "starting and forgetting" method does not bring adequate and desired results for your business. The time gone when creating and leaving the online ad at some stage brings results. In today's era, you have to make special efforts in ad creatives, which can make you stand in a competitive market.
If you are running an online ad for your business, then you must keep tracking the performance and results and identify the matrices that are giving more positive results for your site.
PPC reporting evaluates the key performance matrices of your digital ad campaigns. It shows the marketing team how effectively their ads are working and how much profit they are getting in return after investing huge amounts of money in ads.
Key Metrics Of PPC Reporting
A great PPC report makes a strong impact on the investor's mind. Here are some of the important key metrics of PPC reporting.
- Total Number Of Clicks
- Cost Per Click (CPC)
- Click Through Rate (CTR)
- Conversion Rate
- Impression Share
- Cost Per Conversion
- Cost Per Acquisition (CPA)
- Total Conversion Value
- Return On Ad Spend
Effective Tips For Improving PPC Reporting
Some of the important key elements that you must include in the PPC reporting are as follows.
1. Add Negative Keywords/Phrases
The negative keywords are those keywords that prompt the ad creatives to appear for the audience who are not looking for your product.
You can tell the Google ads about the keywords which you don't want your ads to show up. These negative keywords help optimize the results, save money, and decrease the number of useless leads.
2. Use Callout Extensions
Callout extensions are the descriptive text or words which appear below the ad heading. These extensions help you to highlight the product benefits and unique selling points, such as free delivery, price-match guarantee, etc. Describing unique selling points can helps your ad creatives to appear in a higher position on the result pages.
The callout extensions can help you improve the click-through rate. Additionally, you can bring more relevancy to your ads, providing great quality leads.
Tips for creating the best callout extensions:
- Avoid punctuations and emojis
- Don't repeat words
- Keep it relevant
- Keep the text between 12 to 15 characters
3. Select High Ranking Keywords
Grab those keywords which have a high conversion rate and click-through rate.
Understand your PPC ad goals to determine the high-performance keywords. You can search for relevant keywords by focusing on the key aspects of products and services.
Suggestion Reading: How To Create The Best PPC Structure?
Tips for using keywords in ads:
- Add keywords in the headline and descriptive lines.
- Focus on long tail keywords.
- Expand your ad by using site links.
- Using dynamic keyword insertion to increase the relevancy of your ad.
4. Keep Tracking The Conversion Rate
Conversion rate is the percentage of visitors who decide to purchase the product or services out of the total number of visitors. A higher conversion rate indicates that the PPC is successfully marketed and visitors are getting what they need.
Tracking the conversion rate can enhance audience insights and optimize the user experience. The conversion tracking will provide feedback about the stage at which the visitor jumps back from making the purchase decision. It can help you to keep track of different metrics about their performance and increases the good quality lead generation that generates more revenue for your business.
5. Run A/B Testing
A/B testing refers to the process of showing two or more variants of the same landing pages to the visitors simultaneously and comparing the conversion rates. This process can help you figure out the segments performing efficiently for your campaigns that need to be updated urgently.
The elements that you can test in different versions of landing pages can be headlines, body, keywords, etc. After tracking the results, you know which versions are performing well and can optimize the strategy to boost the Pay Per Click ad performance.
Marketing experts have been performing this testing method for a past long time. This method helps you to reduce bounce rates and improve user engagement and conversion rates.
6. Create Engaging Content for Ad
The ad's content must be designed to get the reader to complete the desired call to action. Content must provide information about the offers, discounts, and product or service descriptions. Create ad content with a clear USP that covers the benefits users can avail of when selecting your business over others.
Here are some tips for creating engaging and powerful content.
- Be relevant as you can.
- Create attention-grabbing headlines.
- Add catchy eye words such as instant, exclusive, free, hurry, etc.
7. Demographic And Location Targeting
Demographic and location targeting helps you to show the ads to the right audience. Demographic-based advertising decreases unnecessary impressions, and it helps in saving the ad cost by showing the ads only to the targeted audience. You can implement demographic targeting based on age, gender, location, preferences, etc.
8. Avoid Over-Optimizing The Ads Account
Keep checking your Google ads account regularly to ensure that nothing goes behind the desired results. But don't implement unnecessary changes without having sufficient information.
Suppose a keyword is not performing well, research the cause before deleting or pausing it. Check the search term reports and verify the ad content and landing page.
Track and manage the keywords based on search terms data, and if you notice that the results are getting worse, make the necessary changes after having statistically significant data.
Hiring proficient PPC services can help you to optimize the ads account most efficiently.
9. Display Ads At Correct Timings
Understand the user's behavior and create a new strategy to display the ads at the right timings. All your target audience cannot be browsing the internet simultaneously. Here, the moment marketing is best to reach out to the audience at the right time.
You can create PPC reports on when the ads should be shown, such as specific timings and days. You can also schedule your ad campaigns to display the ads at the set time to only relevant users.
10. Research The Competitor's Strategies
Search what results your competitors are getting from specific strategies. You can use different online tools to see the landing page of your competitor's site. If you find any strategy that can bring fruitful results for your site, it would be better to copy, modify and use their strategy. This way, you can increase the ROI from the ads investment, which helps you to improve the PPC reporting for ad creatives.
11. Gain More Control Over PPC Reports Using The "Iceberg Effect"
1 Keyword = 132 Related Search Terms
The Iceberg effect is when the keyword on a PPC account does not match the search terms, but the ads still appear. There are many search terms for a single keyword, and more visitors will find your ad when you use a broader keyword.
If none of the visitors is your prospect audience, the higher it will impact your site's bounce rate, and we think our campaigns are working more efficiently. It might be challenging to control this icy situation. Therefore, in this scenario, we suggest you use the Single Keywords Ad Groups (SKAGs) to achieve a 1:1 ratio of search terms to keywords.
Lowering the search ratio to 1:1 can improve the Click Through Rate (CTR), which further helps you in:
- Reducing cost per click
- Improving quality score
- Increases impression share
- Improves the average position
12. Conduct PPC Audit
Conducting a PPC audit on a regular interval basis can bring top-notch results for ad campaigns. PPC audit will share a report on how your ad campaigns are working. This audit report provides an overview of ad keywords, ad expenditure, and a track of conversion rates.
You can conduct the PPC audit by setting the time range, checking the quality score, bid amount, etc. This audit will help you to optimize the landing pages regularly, enhancing conversions and increasing business revenue.
PPC management is a time taking process, and it would help if you kept patience and a healthy dose of curiosity to achieve the goals. You can improve PPC reporting by following the tips and ways discussed above.
If you cannot bring fruitful results, you can reach out to our experienced team before you tweak your campaign. We are the finest PPC company in India and can help you enhance and improve the PPC reports.
Connect with us to know where your PPC report is lagging.
Frequently Asked Questions
1. How often shall I optimize PPC?
Try optimizing the PPC 1 to 2 times weekly to get better results. Optimizing can help you to improve ad performance.
2. Does paid ads to help to boost the SEO score?
PPC does not have a direct connection with SEO, but it can help you improve SEO campaigns. You can grow your business by creating a cohesive marketing campaign by investing in PPC and SEO practices.
3. What is the average cost per click of Google ads?
In Google ads, the average cost per click across different businesses and keywords is around $1 and $2.
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