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Home Blog PPC Tracking: Definition & How to Track PPC Keywords

PPC Tracking: Definition & How to Track PPC Keywords

Are your PPC campaigns a mystery box? You throw money in, but what you get out is anyone’s guess. It’s time to turn your advertising campaigns into a well-performing digital marketing tool that brings profits, all thanks to PPC tracking. This guide will show you exactly how to monitor your PPC keywords and how KPIs can guide further optimization, turning guesswork into golden insights and maximizing your advertising ROI.
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TABLE OF CONTENT

PPC tracking is an essential component of any successful digital marketing strategy, providing invaluable insights into the performance and effectiveness of pay-per-click campaigns. With digital advertising becoming increasingly competitive, businesses must leverage precise tracking to optimize their campaigns, maximize ROI, and stay ahead of the competition.

According to a report by eMarketer, companies that utilize PPC tracking effectively can see a 20% increase in conversion rates and a 10% reduction in cost per acquisition.

Understanding the fundamentals of PPC tracking and how to monitor key metrics, particularly keywords, is crucial for making data-driven decisions. In this article, we will explore the definition of PPC monitoring and provide a comprehensive guide on tracking PPC keywords, evaluating various KPIs, and optimizing ad-related landing pages, ensuring your campaigns achieve optimal performance and deliver significant returns on investment. Be ready – this guide will change your PPC campaign approach.

What is EventTracker

What Is PPC Monitoring?

PPC monitoring is the process of continuously tracking and analyzing pay-per-click (PPC) advertising campaigns to ensure optimal performance and return on investment (ROI). This involves closely observing various metrics and making necessary adjustments to improve the effectiveness of the ads. The key aspects of PPC monitoring involve the following:

  • Key metrics tracking – closely monitoring crucial metrics such as click-through rate (CTR), cost per click (CPC), conversion rate, and overall spending. This data helps in understanding how well the ads are performing and identifying areas for improvement.
  • Budget management – checking daily or monthly spending and adjusting bids to ensure the budget is spent efficiently. Regular monitoring ensures that the campaign stays within the allocated budget.
  • Ad performance analysis – analyzing which ads perform well and which don’t. By identifying high-performing ads, marketers can allocate more budget to them, while underperforming ads can be paused or optimized.
  • Keyword optimization – tracking the performance of keywords to see which ones are driving traffic and conversions. Based on this data, new keywords can be added, and non-performing ones can be removed or adjusted.
  • Competitor analysis – monitoring competitors’ ads to get insights into industry trends and help adjust strategies accordingly.
  • A/B testing – regular A/B testing of ad copies, landing pages, and keywords. It helps find the most effective combinations and improves overall campaign performance.
  • Reporting and insights – creating regular reports on the performance of PPC campaigns, providing insights that help make informed decisions and strategic adjustments to improve ROI.

According to a study by WordStream, businesses that actively monitor and optimize their PPC campaigns can see a 20% increase in conversion rates within the first three months of implementation. This highlights the importance of PPC monitoring in achieving better campaign outcomes.

While the main benefit of PPC monitoring is closely related to each campaign’s goal – maximizing ROI, it gives businesses more advantages, allowing them to achieve the best results in the following areas:

  1. Maximized ROI – businesses can achieve higher returns on their advertising spend by continuously optimizing PPC campaigns.
  2. Improved ad quality – monitoring helps refine ad copies and targeting, resulting in more relevant ads being shown to the target audience.
  3. Cost efficiency – regular adjustments and optimizations lead to better budget management and lower costs per conversion.
  4. Competitive edge – staying updated with competitors’ strategies and market trends helps maintain a competitive advantage.

What Metrics Should I Track in PPC Campaigns?

In PPC campaigns, you should track specific metrics that provide insights into campaign performance and areas for improvement, such as clickthrough rate, cost per click, conversion rate, cost per conversion, or lifetime value. To get a holistic view of your digital marketing PPC campaign, you should regularly check the quality score, impression share, average position, and bounce rates. Tracking PPC data should also involve calculating return on ad spend (ROAS), which is the ultimate indicator of campaign success and gives clear conclusions on whether to scale your campaign

Ignoring PPC metrics is like leaving money on the table! HubSpot found tracking them can boost clicks by 33% and decrease conversion costs by 12%.

Check out the detailed explanation of the key performance indicators tracked in PPC campaigns to better understand what data each metric provides:

  1. Click-Through Rate (CTR) – measures the percentage of people who clicked on your ad after seeing it. It’s calculated by dividing the number of clicks by the number of impressions. A higher CTR indicates that your ad is relevant and appealing to your audience.
  2. Cost Per Click (CPC) – indicates the amount you pay for each click on your ad. Monitoring CPC helps manage your budget and understand your campaigns’ cost-effectiveness. Lower CPC means you are getting more clicks for your budget.
  3. Conversion Rate – measures the percentage of visitors who complete a desired action (such as making a purchase or filling out a form) after clicking on your ad. It is calculated by dividing the number of conversions by the number of clicks. A higher conversion rate indicates that your landing page and offer are effective.
  4. Cost Per Acquisition (CPA) – also known as cost per conversion, measures the amount you spend to achieve a conversion. Customer acquisition cost is calculated by dividing the total cost of the campaign by the number of conversions. A lower CPA indicates better efficiency and ROI.
  5. Lifetime Value (LTV) – measures the total revenue generated from a customer over their entire relationship with your business. Tracking LTV helps in understanding the long-term value of your PPC campaigns.
  6. Quality Score – a metric used by Google Ads to measure the relevance and quality of your keywords and ads. It affects your ad rank and CPC. A higher quality score can lead to lower CPC and better ad placements.
  7. Impression Share – the percentage of impressions your ads receive compared to the total available impressions for your target keywords. It helps in understanding your ad visibility and market presence.
  8. Bounce Rate – measures the percentage of visitors who leave your landing page without taking any action. A high bounce rate can indicate issues with the landing page’s relevance or user experience.
  9. Average Position – shows the average position of your ads on the search engine results pages (SERPs). It helps in understanding your ad visibility and competitiveness.
  10. Return on Ad Spend (ROAS) – measures the revenue generated for every dollar spent on your campaign. It is calculated by dividing the revenue by the total ad spend. A higher ROAS indicates better profitability.

How to Track PPC Keywords?

To track PPC keywords effectively, use a reliable PPC platform like Google Ads or Microsoft Advertising (Bing Ads), which offer built-in keyword tracking tools. Then, set up your campaigns and ad groups, ensuring that you select relevant keywords that align with your business goals and target audience. Once your campaign is live, regularly check the metrics associated with each keyword, such as CTR, CPC, and conversion rate. Analyzing search terms reports is essential as they reveal the search queries triggering your ads. This helps identify new keyword opportunities and refine your keyword list by adding negative keywords to exclude irrelevant traffic.

Dive deep into every keyword to maximize their potential, checking their KPIs as follows:

  • Click-Through Rate (CTR) – tracking CTR reveals the percentage of users who see and click on your ad. A high CTR for a specific keyword indicates strong ad relevance and user interest, suggesting it could be a valuable traffic source. On the other hand, a consistently low CTR might suggest that the keyword attracts irrelevant users or that the ad copy needs optimization.
  • Cost per Click (CPC) – CPC shows the average cost you pay each time someone clicks on your ad for a particular keyword. Analyzing CPC alongside CTR helps identify keywords that achieve high click-through rates at an affordable cost. Conversely, an exceptionally high CPC for a keyword may require reevaluating bidding strategies or considering a pause for further analysis.
  • Conversion Rate – the conversion rate is the percentage of users who click on your ad and ultimately complete a desired action. Analyzing conversion rates for each keyword allows you to uncover those that drive the most valuable actions and contribute most significantly to achieving campaign goals.

With these valuable data gathered during keyword analysis, you can categorize phrases into the three performance levels, as follows:

  1. High-performing keywords – those that exhibit a balanced combination of strong CTR, cost-effective CPC, and high conversion rates. You should prioritize these keywords and consider increasing budget allocation for them to maximize their impact.
  2. Underperforming keywords – those characterized by low CTR, high CPC, or minimal conversions. They require further investigation to identify the cause of their underperformance, which may involve revising ad copy, adjusting keyword match types, or pausing the keyword if deemed irrelevant.
  3. Potential new keywords – those can be identified by understanding your target audience and campaign goals. Exploring opportunities to find keywords that align with your offerings and user search intent can help expand your reach and attract more qualified leads. Integrating them into your campaign can enhance its effectiveness.

Regularly reviewing and optimizing your keyword bids is vital to staying competitive and managing your budget efficiently. Adjust bids based on performance data to maximize the return on investment (ROI). Additionally, using third-party tools and analytics software can provide deeper insights and help you track keyword performance across different platforms and devices.

13 KPIs to Track in the PPC Campaign

To measure the success and optimize the PPC campaign performance, it’s essential to monitor specific Key Performance Indicators (KPIs), from clickthrough rates and costperclicks through landing page metrics, like page load times, conversion rates and bounce rates to overall campaign efficiency indicator, ROAS. These metrics deliver real data, helping to evaluate ad campaigns and related landing pages and allowing you to optimize your paid advertising strategy to achieve the best results.

Check out the detailed list of the 11 crucial KPIs to track in your marketing campaigns and learn how they impact each other. Grab a handful of tips on optimizing your PPC ads with real data collected by tracking KPIs:

1. Click-Through Rate (CTR) – Check Your Ad Clicks

The first key metric for evaluating a PPC campaign’s effectiveness is click-through rate (CTR). It quantifies the proportion of impressions (instances where your ad is displayed) that translate into clicks. A demonstrably high CTR signifies that your ad resonates with the target audience, effectively capturing their attention and prompting them to engage further.

A strong CTR reflects two key aspects of your ad:

  • Relevance – the ad’s content aligns precisely with the target audience’s search intent. Your keywords meticulously match user queries, and the ad copy directly addresses their needs and desires.
  • Enticement – the ad is crafted to be captivating. It utilizes compelling headlines, persuasive language, and a clear call to action (CTA) that incites users to click.

Beyond measuring user interest, CTR plays a pivotal role in determining your ad’s position within the auction system employed by most PPC platforms. Search engines, like Google Ads, prioritize ads with demonstrably high CTRs, granting them a more prominent placement on the SERP. This advantageous positioning increases visibility, potentially leading to even more clicks and conversions.

It’s crucial to acknowledge that CTR isn’t just a static metric. Improving click-through rate is an ongoing process that necessitates consistent monitoring and optimization. By meticulously analyzing keywords, ad copy variations, and landing page relevance, you can refine your campaign to achieve an ever-increasing CTR. This iterative process ensures that your PPC campaign remains competitive and delivers optimal results.

By prioritizing a high CTR and implementing data-driven optimization strategies, you can ensure your ads resonate with your target audience, secure prominent ad placement, and, ultimately, maximize the return on investment (ROI) for your PPC efforts.

2. Cost Per Click (CPC) – Manage Your Budget

The second key metric to track in your ad campaign is cost per click (CPC). As a fundamental metric in evaluating the financial efficiency of a PPC campaign, it represents the exact amount you are charged each time a user clicks on your ad. By meticulously monitoring CPC, you gain invaluable insights into two crucial aspects of your campaign:

  • Budget management – understanding your CPC empowers you to manage your PPC budget meticulously. You can establish a maximum bid amount you will pay per click, ensuring you don’t exceed your allocated resources. Then, by analyzing CPC trends, you can strategically allocate your budget toward keywords and ad groups that deliver the most cost-effective results.
  • Cost-effectiveness evaluation – CPC allows you to assess the cost-effectiveness of your PPC campaigns. You can compare the CPC of various keywords and ad groups to identify those that generate clicks at a sustainable cost. This analysis empowers you to optimize your campaign by prioritizing keywords with a healthy balance between cost and conversion rates.

It’s important to understand that achieving a low CPC is not always the sole objective. While minimizing costs is desirable, the ultimate goal is to acquire clicks that translate into conversions (sales, leads, etc.). A balanced approach is essential, so check out the two following strategies to optimize for favorable CPCs:

  1. Quality Score enhancement – search engines reward ads with high Quality Scores by granting them lower CPCs. A high Quality Score indicates a well-targeted ad that is relevant to the user’s search query and has a compelling landing page. Optimizing your ad relevance, keyword selection, and landing page experience can significantly improve your Quality Score and reduce your CPC.
  2. Bidding strategies – PPC platforms offer various bidding strategies that allow you to keep control over your CPCs. You can establish a maximum bid you will pay per click or utilize automated bidding strategies that optimize your bids based on your campaign goals and budget constraints.

A noteworthy aspect is the interplay between CPC and CTR. While a lower CPC might seem desirable at first glance, it’s crucial to consider the impact on CTR. Highly relevant ads that resonate with the target audience are more likely to achieve a higher CTR. This, in turn, can positively influence your ad rank and potentially lead to lower CPCs in the long run due to the aforementioned Quality Score benefits.

3. Conversion Rate – Monitor Your Ad Efficiency

The third PPC evaluation strategy is to track conversions in your campaign. This key performance indicator (KPI) goes beyond mere clicks and delves into the heart of your campaign’s efficacy – measuring the percentage of clicks that culminate in a predefined, desired action. These actions could encompass anything from a completed purchase on an e-commerce site to a form submission for a lead capture campaign.

A high conversion rate signifies a well-oiled marketing machine where all elements of your PPC campaign function synergistically to drive user actions. This success often stems from the following key factors:

  • Alignment with user intent – the ad copy aligns seamlessly with the user’s search intent. Keywords meticulously target user queries, and the ad itself clearly communicates the value proposition and entices users to click.
  • Landing page optimization – the landing page that users arrive at after clicking on your ad seamlessly delivers on the promises made in the ad. It provides a user-friendly experience, eliminates friction points, and presents a compelling call to action (CTA) that motivates users to convert. (For more information on tracking conversions on a landing page, see the following sections of this guide.)

The true power of conversions lies in their direct correlation to your campaign’s return on investment (ROI). Every conversion represents a potential customer or a completed action contributing to your business objectives. By meticulously tracking conversions and their associated values (revenue generated from sales, lead value, etc.), you clearly understand the financial return your PPC campaign is delivering.

Conversion optimization is an ongoing process that necessitates analyzing user behavior throughout the conversion funnel. This funnel encompasses the entire user journey, from the initial ad impression to the final conversion. By employing tools like heatmaps and analyzing user session data, you can identify and address any roadblocks within the funnel that hinder conversions. This data-driven approach allows you to continuously refine your ad copy, landing page design, and overall campaign strategy to maximize the clicks that translate into valuable conversions.

4. Cost Per Acquisition (CPA) – Calculate Conversion Cost

The fourth crucial KPI to track in your ad campaigns is cost per acquisition (CPA). It represents the average cost of acquiring a single conversion (a purchase, lead generation, or any predefined desired action). By meticulously tracking and analyzing CPA, you gain invaluable insights into the true cost of customer acquisition through your PPC efforts.

A lower CPA signifies a campaign that is operating at peak efficiency. It indicates that you successfully acquire conversions at a sustainable cost, maximizing the return on investment (ROI) for your PPC endeavors. It translates into a more successful campaign, as follows:

  • Resource optimization – a lower CPA implies that you are utilizing your PPC budget effectively. You don’t waste resources on clicks that don’t translate into valuable conversions. This allows you to allocate more budget towards high-performing keywords and ad groups, further amplifying your campaign’s success.
  • Profitable customer acquisition – from a financial standpoint, a lower CPA signifies that you are acquiring customers at a cost that is profitable for your business. This ensures the long-term viability of your PPC strategy and contributes to your overall business profitability.

Although aiming for a lower CPA is key, it’s crucial to recognize that it’s not the sole metric to prioritize. A balanced approach is essential. You should focus on balancing CPC and conversion rate. A lower CPA often hinges on achieving a healthy balance between cost-per-click (CPC) and conversion rate. While striving for a lower CPC is desirable, it shouldn’t come at the expense of sacrificing the relevance and effectiveness of your ads, which can ultimately impact conversion rates. Precise audience targeting and ongoing campaign optimization is instrumental in driving down your CPA. By meticulously analyzing user behavior and conversion data, you can refine your targeting strategies, ad copy, and landing pages to ensure they resonate with the most receptive audience and effectively drive conversions at a sustainable cost.

CPA serves as the definitive benchmark for assessing the financial viability of your PPC campaigns. It transcends clicks and impressions, clearly showing the cost of acquiring valuable customers through your PPC efforts.

5. Quality Score – Assess Your Ad Relevance

The fifth metric to track in your PPC campaign is the Quality Score. Within the Google Ads ecosystem, Quality Score emerges as a crucial metric that evaluates the overall relevance and quality of your keywords and ads in relation to user search queries. It functions as a diagnostic tool, assigning a score (ranging from “Below Average” to “Above Average”) that reflects how well your campaign components align with user intent.

Quality Score is not a singular entity but rather a composite metric comprised of three key elements:

  1. Expected clickthrough rate (CTR) – this element assesses the likelihood of users clicking on your ad when it’s displayed for a specific search query. A well-targeted and compelling ad with relevant keywords will likely garner a high expected CTR.
  2. Ad relevance – this component evaluates the degree to which your ad copy directly addresses the user’s search intent. Keywords within the ad group should be tightly aligned with the ad’s content, ensuring a seamless user experience.
  3. Landing page experience – this aspect assesses the quality and relevance of the landing page that users arrive at after clicking on your ad. A user-friendly landing page that delivers on the promises made in the ad and offers a clear call to action (CTA) will contribute to a higher Quality Score.

A high Quality Score offers a multitude of advantages for your PPC campaign, including enhanced ad rank and reduced CPC.Google Ads prioritizes ads with high Quality Scores by granting them a more prominent position on the SERP. This increased visibility translates into more impressions and potentially more clicks. The advertising platform often rewards campaigns with high Quality Scores by offering lower CPCs, which translates into cost efficiency, allowing you to acquire clicks at a more sustainable price point.

The path towards a stellar Quality Score necessitates a holistic approach to your PPC campaign. Conduct thorough keyword research to identify highly relevant keywords that precisely match user search intent. Then, organize your keywords into tightly themed ad groups to ensure ad copy directly addresses the targeted keywords. Craft compelling ad copy that resonates with the target audience. Utilize relevant keywords throughout the ad, highlight your unique selling proposition (USP), and incorporate a clear and enticing CTA. Finally, design and optimize your landing pages to provide a seamless user experience.

Optimizing Google ads campaigns for a high Quality Score is an ongoing process. By meticulously analyzing your Quality Score metrics and implementing data-driven refinements, you can continuously improve your PPC campaign’s overall relevance and quality.

6. Impression Share – Check Your Brand Visibility

The sixth PPC tracking important element is impression share. It’s a vital metric for assessing the visibility of your ads within the competitive landscape of a PPC campaign. Impression share indicator quantifies the percentage of all possible impressions your ad was eligible to receive compared to the number of impressions it actually garnered. In simpler terms, it reveals how often your ad appeared on SERPs relative to the total number of times it could have potentially been displayed.

Impression Share can be categorized into various levels, each offering distinct insights into your campaign’s visibility:

  1. High impression share (above 80%) – indicates your ad is capturing a significant portion of the available impressions for your targeted keywords. While desirable, it’s essential to ensure your campaign is cost-effective and achieves a healthy conversion rate at this level of visibility.
  2. Moderate impression share (50%-80%) – represents a good balance between ad visibility and budget utilization. You’re reaching a substantial portion of your target audience without necessarily maximizing your budget.
  3. Low impression share (below 50%) – signifies your ad is missing out on a significant number of potential impressions. This could be due to factors like insufficient budget, low keyword bids, or highly competitive ad groups.

By analyzing Impression Share alongside other key metrics like CTR and conversion rate, you can employ it as a strategic tool for campaign optimization, including identifying budget constraints, keyword research and targeting, and competitive landscape analysis.

By using impression share in conjunction with other key metrics, you can gain a comprehensive understanding of your ad’s visibility and effectiveness within the PPC landscape. This data-driven approach empowers you to refine your campaign elements, such as keywords, bids, and ad copy, to ensure your ads not only appear but also resonate with the target audience, ultimately driving clicks and conversions.

While tracking and evaluating PPC ad metrics is key for optimizing campaign efficiency, you should pay attention to your ad-related landing pages, which serve as conversion points and are responsible for your campaign’s overall success. Tracking the following metrics will allow you optimize your PPC pages for better engagement, ad-relevance, and, ultimately, higher conversions, which translate into increased campaign ROI.

7. Landing Page Conversion Rate – Check Your Page’s Efficiency

The seventh KPI to track in your PPC campaign is the landing page conversion rate. becomes the basis for evaluating the effectiveness of the final stage of a campaign – the landing page. It quantifies the percentage of visitors who arrive at your page after clicking on your ad and proceed to complete a predefined desired action. This action could encompass anything from a purchase on an e-commerce site to a form submission for a lead generation campaign.

A high landing page conversion rate signifies a seamless user journey where the page aligns with the user’s expectations set by the ad. It indicates that the ad effectively communicated the value proposition and enticed the user to click, and the page delivered on that promise, providing a clear path toward conversion.

By meticulously analyzing the landing page conversion rate alongside other metrics like ad copy and keywords, you gain valuable insights for optimization, as follows:

  • Unveiling friction points – a low conversion rate might indicate friction points within the landing page that hinder user engagement and completion of the desired action. This could be due to factors like a cluttered design, a confusing layout, or a lack of a clear call to action (CTA).
  • Evaluating ad relevance – a significant disparity between the ad copy and the landing page content can lead to user frustration and a decline in conversions. Analyzing the landing page conversion rate alongside your ad CTR can help identify cases where the ad might be overpromising and the landing page under-delivering.

Conversion tracking and optimization is an ongoing process. By continually analyzing data and implementing data-driven refinements, you can ensure your page not only captures traffic from your PPC campaigns but also effectively converts that traffic into valuable leads or customers. Remember, a high landing page conversion rate signifies a wellaligned campaign, where the ad and the landing page work together to drive user actions and maximize your ROI.

8. Bounce Rate – Evaluate Landing Page Relevance

The eighth PPC tracking point is measuring the bounce rate on your ad-related landing page. It emerges as a crucial metric for evaluating user engagement on your PPC campaign’s landing page, representing the percentage of visitors who arrive at your landing page after clicking on your ad and depart without visiting any other action. A high bounce rate can indicate a potential disconnect between user expectations and the landing page experience.

While a high bounce rate might seem inherently negative, it’s important to interpret it within the context of your campaign goals and target audience:

  • Informational pages – for those designed to provide information or brand awareness, a slightly higher bounce rate might be acceptable. Users might find the information they seek on the landing page itself and not necessarily need to navigate further into the website.
  • Transactional pages – for those designed to drive conversions (purchases, lead generation, etc.), a high bounce rate is more concerning. It suggests that users are arriving at the page but not taking the desired action.

By analyzing bounce rate alongside other metrics like landing page conversion rate and time spent on a page, you can gain valuable insights into the user experience. A high bounce rate coupled with a low time spent on the page could indicate that the landing page is confusing or lacks clarity. A significant disparity between the ad copy and the landing page content can lead to user frustration and a high bounce rate. Users might click on the ad expecting something specific based on the message and then be disappointed by the page’s content.

Leverage advanced landing page platforms, like Landingi, to utilize A/B testing and compare different variations of your landing page elements, such as headlines, images, and CTAs. This data-driven approach allows you to identify the elements that resonate most with your target audience and optimize the landing page for a lower bounce rate and, ultimately, higher engagement.

9. Average Time on Page – Check User Behavior on Your Page

The ninth PPC key performance indicator to track on your landing page is the average time on the page. It’s a complementary metric to bounce rate within your PPC landing page analysis. While the bounce rate indicates how many visitors leave immediately, the average time on the page reveals the level of engagement for those who stay. A demonstrably higher average time on the page suggests users are finding the landing page content informative and relevant, potentially leading to a higher conversion rate.

To effortlessly track user behavior, leverage Landingi’s EventTracker tool. It allows for tracking events, scroll depth, and other metrics that showcase how engaging your ad-related landing page is. All data are displayed in clear and functional Landingi Dashboard, allowing you to evaluate each landing page without using any external tools. It facilitates data-gathering process and gives valuable tips for improving their performance.

10. Page Load Time – Ensure a Seamless User Experience

The tenth PPC tracking element you should pay attention to is page load time. This metric showcases the time it takes for the landing page to load fully. Within the realm of PPC advertising, page load time often goes unnoticed, yet it plays a pivotal role in user experience and, ultimately, campaign success. In today’s fast-paced digital world, even a slight delay can have a significant impact on user behavior and conversion rates.

Even a small delay matters. If your landing page takes 3 seconds to load instead of 1 second, users are 32% more likely to abandon the page altogether, as highlighted by Think with Google statistics.

Prioritizing a rapid page load time offers a multitude of advantages for your PPC campaigns. Users have grown accustomed to lightning-fast loading times across websites. A fast landing page prevents frustration and a negative user experience, which potentially causes users to abandon the page before engaging with your content or completing a conversion. Studies have consistently demonstrated a direct correlation between faster page load times and higher conversion rates. Users who encounter a speedy landing page are more likely to stay engaged, delve deeper into your content, and ultimately take the desired action (purchase, form submission, etc.).

11. Scroll Depth – Assess Engagement on the Page

The eleventh key performance indicator to track in your PPC campaign is the page’s scroll depth. It’s a percentage of the landing page that visitors scroll through. Tracking this metric helps in understanding how far visitors are engaging with the content on the landing page. By analyzing scroll depth, you gain insights into how far down the page users are willing to delve, offering a window into their level of interest and content consumption.

Scroll depth data can be interpreted within a spectrum, revealing valuable insights into user behavior:

  • Shallow scrolling (0-25%) – a low scroll depth might indicate a lack of initial engagement. Users might be encountering a confusing layout, irrelevant content, or a weak value proposition that fails to capture their attention.
  • Mid-scroll depth (25-50%) – moderate scrolling suggests some level of user interest. Visitors might be scanning the page for specific information or browsing headlines but not necessarily delving deep into the content.
  • Deep scrolling (50-75%) – a demonstrably high scroll depth signifies a high level of user engagement. Users are actively reading through the content, potentially indicating that the landing page is effectively addressing their needs and interests.
  • Very deep scrolling (75%+) – while seemingly positive, exceptionally high scroll depth might suggest the content is too lengthy or lacks clear navigation points. Users might be scrolling extensively to find the specific information they seek.

By analyzing scroll depth data alongside other metrics, you can refine your landing page to promote optimal user engagement. Pay attention to compelling content structure, and leverage scroll depth analysis to craft compelling content that is well-organized and easy to read. Utilize subheadings, bullet points, and visuals to break up text and guide users through the page. This metric can also help you choose the strategic CTA placement, catering to users who might be engaged at different stages of the content.

12. Form Abandonment Rate – Discover Improvement Areas

The twelfth metric to consider within your PPC campaign analysis is the form abandonment rate. This metric quantifies the percentage of visitors who initiate the process of filling out a form on your landing page but ultimately abandon it before completion. A high form abandonment rate signifies potential friction points within the form itself, hindering the conversion process.

The following factors can contribute to a high form abandonment rate:

  • Excessive form length – lengthy forms requiring users to input a multitude of information can be daunting and lead to abandonment. Aim for a streamlined form with only essential fields necessary for conversion.
  • Complex or confusing design – a cluttered or confusing form layout can hinder user experience. Ensure clear labeling, intuitive navigation, and a design that is visually appealing and easy to follow.
  • Technical issues – slow loading times or unresponsive form elements can frustrate users and lead to abandonment. Meticulously test your forms to ensure a seamless user experience.

By analyzing form abandonment rates alongside other metrics, you can identify areas for improvement and optimize your forms to drive higher completion rates. You can leverage Landingi’s Form Builder tool to create clear, high-converting forms for your PPC landing pages. While crafting your form, remember to prioritize clarity and conciseness and ensure your forms are optimized for mobile devices. Implement clear validation rules and user-friendly error messages to guide users and prevent them from encountering frustration due to incorrect data entry. You can also incorporate progress indicators, such as progress bars or step numbers, to provide users with a sense of completion and motivate them to finish the form.

The form abandonment rate should not be viewed in isolation. By analyzing it alongside other user engagement metrics and conversion rates, you gain a comprehensive understanding of the user journey through your landing page form. This data-driven approach empowers you to refine your forms, minimize abandonment, and ultimately maximize the return on investment (ROI) of your PPC campaigns.

13. Return on Ad Spend (ROAS) – Evaluate Overall Campaign Performance

The last and most valuable indicator to calculate in your PPC campaigns is ROAS. This metric goes beyond clicks, impressions, and conversions, providing a clear picture of the financial return generated for every dollar invested in your advertising efforts. It is calculated by dividing the total revenue attributed to your campaign by your total ad spend.

ROAS [%] = Total Ad Revenue / Total Ad Spend * 100

A high ROAS signifies a campaign operating at peak efficiency and generating a significant return on investment. It indicates your PPC efforts are successfully acquiring customers or generating leads at a cost that is profitable for your business.

While maximizing ROAS is a general PPC campaign’s goal, it’s essential to interpret it within the context of your specific business objectives and industry benchmarks.

  • Profit margin considerations – the acceptable ROAS threshold can vary depending on your business’s profit margin. A campaign with a lower ROAS might still be profitable if your product or service boasts a high-profit margin.
  • Long-term customer acquisition – for campaigns focused on lead generation or customer acquisition, a lower upfront ROAS might be acceptable if those leads convert into long-term, high-value customers.

Remember, a high ROAS is the ultimate testament to a well-structured and financially sound PPC campaign.

By meticulously analyzing ROAS alongside other key metrics, you gain valuable insights into your campaign’s performance. This data-driven approach empowers you to refine your strategies, optimize your campaigns, and maximize your PPC endeavors’ return on investment (ROI), ensuring your advertising dollars translate into tangible business success.

Monitor Your PPC Performance on Landing Pages

Effective PPC tracking involves monitoring various metrics, including click-through rates, conversion rates, and return on ad spend, to gain a comprehensive view of campaign performance. What matters is maintaining the synergy between a landing page and the ad. While using Google Ads or Microsoft Advertising platform to track KPIs and evaluate your PPC campaign performance, don’t forget about monitoring your ad-related landing pages.

Leveraging professional, advanced tools for landing page tracking, such as Landingi’s EventTracker, can provide valuable insights on optimizing your ad-related pages. These pages serve as conversion points and drive your advertising campaign’s success. Without a well-optimized landing page, a PPC campaign is ineffective, as it doesn’t direct users to the purchasing (or lead-generation, etc.) point.

Mastering PPC tracking is crucial for any business looking to succeed in the competitive landscape of digital advertising. By diligently tracking and analyzing campaign performance, businesses can enhance their PPC strategies, achieve better targeting, and ultimately drive higher conversions and revenue. Investing in proper tracking methods and regularly reviewing campaign data will ensure that your PPC efforts are both efficient and effective, leading to sustained growth and success.

Try Landingi now and discover one of the most appreciated tools for optimizing PPC landing pages – it’s your way to a successful PPC campaign.

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Martyna Targosz

Content Writer

Martyna Targosz is a marketing content expert with over 3 years of experience in digital marketing. She specializes in landing page creation and conversion optimization. She is currently being mentored by Błażej Abel, CEO of Landingi, a leading company in landing page technology.
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