Optimize paid search campaigns with data analytics

How’s your search campaign health? One of the best ways to find out is through data analytics. 

The good news is that you don’t need to be a data scientist. Search advertising platforms offer advanced analytics that can help you track and optimize campaigns.  

Below, we explore the types of metrics you can use and how they can help you improve your campaigns. 

The power of key performance indicators (KPIs) 

KPIs are powerful metrics that tell you how well your campaign is performing. By mapping KPIs to your campaign goals, you can more accurately measure the success of your campaign.

From a budget standpoint, you can get a sense of your return on investment. From an impact standpoint, you can see how many people you’re reaching and how many people are converting.  

More importantly, you can also use KPIs to improve campaign performance on the fly. For example, if your campaign is not performing well, you can make alterations in keywords, target audience, messaging, and other areas and then measure how those changes impact your overall performance. 

KPIs not only inform your current campaigns, they also inform future campaigns. You’ll be able to see what’s working and what isn’t to help create even more impactful campaigns that make the most of your marketing budget. You can even add customer tracking to your website and integrate it with your ads to see if customers are converting when they visit your site. 

Pay attention to these KPIs 

Below are the most commonly used KPIs that can help you understand campaign health and impact.  

• Click-through rate (CTR): This KPI shows the percent of people who are clicking on your ad.  
• Average cost-per-click (CPC): CPC is the average amount you pay every time someone clicks on your ad. 
• Conversion rate: This shows the percent of people who take the desired action, such as purchasing a product or registering for an event. 
• Conversions: This is the actual number of people who convert. 
• Average ad position: This KPI ranks your ad performance against similar ads. 
• Impressions: This is the number of people who see your ad. 

Use KPIs to optimize your campaigns 

Now that you understand the most common KPIs, it’s time to use them to make improvements. For starters, keep an eye on your budget to make sure you’re staying within your numbers on keyword bids. 

Look at CPCs to see how much you’re paying for each click—and look at conversion rates to see if you’re getting good value for those clicks. Review keywords that are performing well and focus more of your investment on those high performers.  

Watch for trends and patterns in CTR data, such as peak times when people are clicking. Consider testing different copy, offers, and visual combinations on your ads to see what’s most effective. Look at similar ads to see what keywords your competitors are using to drive conversions. 

KPIs are truly a marketer’s best friend. And with the advanced analytics available these days, it’s well worth the little time it takes to put these metrics to good use.  

For more information, be sure to download the eBook, Get found! The small business owner’s guide to search engine marketing.