Seeing a good CTR on your ads is often better than not, but it’s also not the ultimate measure of success, either.
You also need to know whether the people who are clicking your ads are actually following through in becoming leads. If not enough of the clicks you’re paying for are transforming into cash in your pocket, something needs to change fast.
If you are using Google AdWords, you may be able to set up the ability to track when a lead has filled out a form or clicked to call you after responding to your ad. We set these up for our clients all the time, as it’s one of the most direct ways to know whether you’re seeing results.
If you don’t have such indicators set up, you can still get somewhat of a sense of conversions by comparing to your baseline figures:
- Are you receiving more calls, emails, and other forms of contact about the items or services you are trying to sell through your ad?
- Do you have a form on your webpage that is targeted by the ad? If a unique “Thank You” page is set up for users to go to automatically go to when completing that form, increased traffic to that location can be a good sign that your ads are bringing in conversions.
Your Bottom Line – Sales!
It’s worth considering all factors and potential stops on a lead’s journey to becoming your customer.
As we noted before, a click does not necessarily mean action will be taken. However, just because you haven’t seen any immediate indicator of a click following through does not necessarily mean they won’t, either.
It’s common nature for folks to shop around a bit. They may be enticed by your ad, head off to shop around a bit, and then return if they choose you. And when they do return, there’s a relatively good chance they won’t go through the same channels they did when clicking on your ad, and just go to your business or call you directly instead.
So never neglect the actual sales of the item or service you are promoting when taking stock of your advertisings’ effects! In short, are you making more money than you were before on your advertised items or services?
Compare the change in sales to your Cost per Conversion, if you have this data. This is how much you are essentially paying for each person that has been determined to become a lead through your advertising. Google will have this for you if set up fully.
If your Cost per Conversion is overwhelming or taking a big chunk out of your revenue increase, then a change of plan is necessary.
What to Do with What You Know
Depending on your findings, perhaps your PPC ads are doing great and need no adjustment at this time. That’s great!
If things are not going as well as you expect, however, then an adjustment may be necessary. A number of adjustments can be made to an ad campaign, including:
- Increasing or decreasing the spending cap on your campaign. You might want to increase it if you’re finding people are responding to your ads well, but they get shut down early because your spending limit is reached.
- Changing the keywords used to distribute the ads. Perhaps the best leads are not searching for the keywords you have provided. Be aware, however, that more popular keywords often come with higher costs.
- Refining a lead’s route to becoming a customer. When someone clicks your ad, is the page you are directing them to providing them what they are looking for? Is there a clear call to action and a simple, obvious way for those leads to contact you in a beneficial way? If not, your ads may be working fine but your website might be the kink where potential sales are getting blocked.
There is a lot to take in and process when it comes to running a successful PPC campaign. That’s why we’re always glad to provide expert services to do the work for you. We can provide you with the solid information you need to determine whether your ads are bringing the results you want, as well as recommendations for how to adjust your campaigns to keep them optimal. What you choose to do with your ads, of course, is always up to you.
Schedule a consultation with us by giving us a call or filling out our online contact form. Let’s help make your ads – and the other elements of your internet marketing – pay off for you!