Search campaigns are an important tool for generating leads and increasing revenue. However, understanding how successful your campaigns are can be a challenge without the right metrics and KPIs in place. To ensure you’re getting the most out of your search campaign efforts, it’s essential to evaluate its performance using key metrics and KPIs or key performance indicators.
Here, we’ll discuss the importance of tracking these metrics and provide examples of KPIs every competent search marketing company uses.
What are key performance indicators?
Key performance indicators are qualitative or quantitative measures used to monitor progress against goals or objectives set for a particular activity, such as website traffic, PPC spend or conversion rate. KPIs are used to gauge the performance of a business and its marketing activities, making them essential for understanding the success of your search campaigns.
Why should you evaluate your search campaigns?
Evaluating your search campaigns is essential as it provides insight into how effective they are in attaining your desired outcomes. It helps identify areas of improvement and determine whether changes need to be made in order to maximise efficiency and results. This process also allows you to develop targeted strategies that deliver better returns on investment (ROI).
Types of metrics and KPIs
When evaluating your search campaign performance, there are several key metrics and KPIs to consider. These include:
- Quality score – Quality score is an algorithmic measure of how relevant your ad, keyword and landing page are to a user’s search query. A high quality score reflects well on the quality of your campaign and can help you achieve higher ad rankings at lower costs.
- Click-through rate (CTR) – CTR measures the number of clicks divided by the number of impressions for an advertisement or other piece of content. It’s a key indicator of campaign success as it indicates whether users are engaging with your campaigns or not.
- Cost per click (CPC) – CPC measures the amount you pay each time someone clicks on one of your advertisements. Knowing your CPC allows you to ensure you’re getting a good return on investment from your search campaigns.
- Conversion Rate – This metric measures the rate at which visitors take a desired action on your website. It’s important to track your conversion rate as it will help you identify key areas of improvement and ensure you’re getting the most out of your search campaigns.
To maximise the success of your search campaigns, it’s essential to monitor their performance using key metrics and KPIs. By doing so, you can gain valuable insights into how effective they are at achieving desired outcomes and identify areas for improvement or optimisation.
Understanding the metrics we discussed is also a great way to develop targeted strategies that deliver better returns on investment and increase revenue for your business. By understanding and tracking them, you can ensure your search campaigns are performing to the best of their ability and effectively contribute to achieving your business goals.