Long gone are the days when a business would blindly run advertising campaigns as there was no way to directly measure their impacts. Today, digital marketing has broken all barriers that traditional forms of advertisements present to enterprises. This is thanks to the fact that everything is done over the internet, including the sales, so you can easily determine the value of your campaigns.
Still, thanks to the fact that everything can be measured and analyzed, as an online store owner, it is extremely important that you ask yourself; am I looking at the right Key Performance Indicators (KPIs) for my digital advertising campaigns?
Why you need to pay attention to the right KPIs
The moment you start paying attention to every KPI you can obtain is when you are at risk of losing focus on the important parameters of your campaigns. There are hundreds of metrics that you can measure at any given time, and this number is too big to manually be put into good use. By choosing where it’s best to pay attention, you get to have definite indicators that can be used to make better decisions for your campaigns.
You also need to be aware that there are so many vanity metrics that might appear important at the surface but add no value to your bottom line. To steer clear of all these interruptions, you need to be certain you identify what matters in the long run.
The fundamental KPIs for your Google Ads campaigns
Running PPC campaigns is quite demanding. On the one hand, you do not want to overspend on these ads as you get to pay for each click. On the other hand, you want to use this open platform to attract as much quality traffic as possible. Now comes the most challenging part: you have to constantly monitor your campaigns to know whether you are getting value from these investments.
Luckily for you, this does not have to be rocket science. Here are the fundamental KPIs that you need to pay extra attention to when running Google Ad campaigns for your eCommerce store:
Customer acquisition cost
This refers to the total amount you spend on your advertisements to acquire a single customer. Typically, the lower this figure, the more impactful your advertisements are, as you are getting more value from your investment.
The conversion rate of your ads and landing pages
Conversion rates are critical as they point to the effectiveness of the content on your ad and landing pages to the targeted audience. You also need this figure to be high as it dictates how many viewers get to take action.
Search Impression Share
This important Google Ads KPI measures the impressions (Views on the search results page) you’ve received on Google search, divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and quality. Impression share data is updated daily.
Your optimization score is an estimate from Google Ads of how well your Google Ads account is set to perform.
ROAS and ROI
Return On Advertising Spend (ROAS) helps you keep in touch with your ad expenditure against revenue collected. On the other hand, Return On Investment (ROI) helps keep tabs on the value generated by the business against their advertisement expenditure.
This refers to the percentage of clicks that a particular ad has compared to similar ads. It is a shining light that enables you to know the more impactful ads that attract interest.
You cannot run your digital advertisements without a specific objective. Keeping tabs on the KPIs that matter is the strategy to never losing focus on the importance of running Google ad campaigns.