How To Measure the Success of your Google AdWords Campaign


Are you running Google AdWords campaigns but have no idea how to track their success? Do you want to know which of your ads and keywords are generating the best quality leads?

Simply setting up a Google AdWords account, establishing a campaign budget and creating a few text ads to promote your business isn’t enough. In order to get the most out of your AdWords campaign, you’ll need to take a few extra steps to begin properly measuring ROI.

Check out my suggestions below for simple ways to track the success and ROI of your AdWords campaigns.

By following these tips you’ll be able to:

  1. Get the most out of your ad spend
  2. Access valuable data like which keywords and ads generate the most leads
  3. Track which ads lead to customers engaging with your website or call your business
  4. Make better decisions about where to invest your advertising dollars

Track your phone leads!

If you primarily do business online (like an online retailer for example), you may not get many phone calls for orders. However, if most of your business is conducted by phone, tracking your phone leads is a must.

AdWords enables you to add your phone number to ads and set a specific time range for that phone number to show. For best results, it is smart to only show your phone number with ads during normal business hours. You can take it one step further by using a google forwarding number to gain insight into additional call details (like area code and call duration) and even set up phone calls to record as conversions when they last for a certain duration you specify.

The below resources will help you get started with call extensions, call conversions and more:

Once your call extension is set up, you will be able to see how many clicks your phone number receives from your ads. This provides good insight into how users interact with your ads and what type of action they take, whether it is visiting your website or calling your business.

Set up Conversions

If you’re running an AdWords campaign without conversion goals set up, you’re missing out on viewing exactly how users interact with your website after clicking your ad. Don’t you want to know whether or not people are taking action on your website after viewing your ads? Conversions allow you to do just that.

Some examples of common conversions to track are: email signups, contact form submissions, digital downloads, app downloads, or phone calls from your website.

While setting up conversions in AdWords requires a little HTML knowledge, it is worth it to put in the extra work to set it up and gain access to the valuable data. By setting up conversion goals you’ll be able to make informed decisions on what ads to place more emphasis on and what ads aren’t working to convert clicks into conversions.

This post from Wordstream is a complete guide to AdWords conversions including how to set them up and how to measure results as well and should get you off to a great start.

Link your Analytics and AdWords accounts

Google Analytics is an incredibly powerful (and FREE) tool that is an absolute must for any website owner. It gives you the power to measure website performance, set conversion goals, compare performance over time and so much more. While I could dedicate several blog posts to Google Analytics alone, I will focus on just how it relates to AdWords for this post.

Google gives you the ability to link your Analytics and AdWords accounts so that you can view data seamlessly between the two. By linking your accounts, you can import Analytics data into AdWords to measure things like how long a user spends on your website after clicking an ad, how many pages they view, etc. This helps you understand how a user behaves on your website after clicking an ad, and if you have conversions set up you can easily measure ROI for both sales and website engagement.

You can also view AdWords performance directly from your Analytics account if you prefer. To access AdWords data, click on the “Acquisition” section in the left panel and then click on “AdWords.”

Taking the extra time to add call extensions, set up conversions and link your Analytics and AdWords accounts will give you access to a wealth of new information about ad performance. You will be able to make more informed decisions on where to make improvements or invest more money resulting in a smarter campaign strategy all around. Don’t let those AdWords dollars go to waste, take the extra time to set up campaigns that will work for you and can be easily analyzed to measure results.

Which of these tips will you be implementing into your own AdWords campaign? Do you have any tricks of your own you like to use to measure the ROI of pay-per-click campaigns? Share your thoughts with me in the comments section below.

Stephanie Patterson

Stephanie Patterson is the Vice President of Operations at ijenti. She enjoys interfacing with clients to design and manage marketing strategies that suit the unique needs of each business.

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