Measuring Returns on Ad Spent<\/strong><\/p>\n Similar to return on investment, you can\u00a0measure your return on ad spend\u00a0(ROAS) to see how much revenue you\u2019re generating for each dollar spent on your ppc campaigns. Measuring your return on ad spend can give you insight into how your ppc campaigns are performing and optimize them based on your revenue.<\/p>\n Calculate your ROAS<\/strong>\u00a0\u2013 If you\u2019re interested in calculating your ROAS, you\u2019ll need to know the amount of revenue generated by your ppc campaigns and your advertising costs. Here\u2019s the formula: ROAS % = Revenue from campaigns \/ advertising costs x 100<\/p>\n If you use conversion tracking and have set up conversion values, consider using the target return on ad spend (ROAS) flexible bidding strategy we previously mentioned. This bidding strategy can help you to maximize your conversion value, while trying to achieve an average return on ad spend equal to your target (which you\u2019ll know if you measure and monitor your ROAS).<\/p>\n Measuring Brand Awareness<\/strong><\/p>\n If your main goal is to\u00a0raise awareness and visibility\u00a0of your product, service, or cause, you\u2019ll first choose whether you want to increase traffic to your website or encourage customers to interact with your brand. Once you establish the goals of your branding campaign, you can then measure success by monitoring ad impressions, conversions, and other statistics.Here are some important adwords metrics that can show you whether your campaign is successful:<\/p>\n Ad Impressions:<\/strong><\/p>\n Ad impressions are the number of times your ad was displayed to a searcher audience based on matches between your campaign keywords and terms used within search queries. As a very broad statement, your ads need to be displayed in order to see any sort of performance in your account. If your ad isn\u2019t showing, you\u2019re not even giving searchers a chance to click anything and definitely not leading them down the road to conversions. The bottom line here is that you first need ad impressions if you\u2019re expecting to perform well in other areas.<\/p>\n Ad impressions are important to track in any campaign, no matter what your goals are. But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad. You might not care whether they ended up buying anything from your site, but you do want them to remember that catchy new slogan you paid big bucks to develop and share with the world. One way to really prioritize ad impressions is to create a cost-per-thousand ad impressions campaign (rather than a cost-per-click campaign). That way you\u2019ll pay based on the number of ad impressions your ads received, rather than clicks they\u2019ve gotten.<\/p>\n Customer Engagement:<\/strong><\/p>\n If you\u2019re focused on branding, you can use clickthrough rate (CTR) to measure customer engagement for Search Network ads. On the Display Network, though, user behavior is different, and CTR isn\u2019t as helpful. That\u2019s because customers on sites are browsing through information, not searching with keywords. The competition is high for a busy Display Network page when compared to search. It\u2019s important to achieve a good CTR on Search Network (5% or higher) than on the Display Network. You may want to consider other measurements like conversions for Display Network ads.<\/p>\n Conversions can help you see whether your ads are driving branding-related visitor behavior you think is valuable, such as sign-ups or page views. After all, aren\u2019t you curious how many people join your mailing list after watching that expensive video ad your company just created?<\/p>\n Reach and Frequency:<\/strong><\/p>\n Reach is the number of visitors exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness. Frequency is the average number of times a visitor was exposed to an ad over a period of time. Here are the adwords metrics that can be included for your Google AdWords campaigns. These metrics will give you a thorough understanding of your ads, keywords and audience. But all these metrics might not always fit with every account. There are always exceptions and anomalies that will throw you off a bit. The most important thing to focus on is good performance based on your business goals. Even if you find that something weird is working really well in your account, don\u2019t completely discredit that weirdness. Take advantage of any good performance. Try to dig deeper as to why something specific is working well for you.<\/p>\n","protected":false},"excerpt":{"rendered":" Measuring Returns on Ad Spent Similar to return on investment, you can\u00a0measure your return on ad spend\u00a0(ROAS) to see how much revenue you\u2019re generating for each dollar spent on your ppc campaigns. Measuring your return on ad spend can give you insight into how your ppc campaigns are performing and optimize them based on your […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[30,21,28,27,20],"class_list":["post-1047","post","type-post","status-publish","format-standard","hentry","category-internet-marketing-internet-marketing","tag-best-online-marketing-company-new-delhi","tag-online-marketing-companies","tag-online-marketing-companies-india","tag-search-engine-marketing-india","tag-social-media-marketing"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/posts\/1047","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/comments?post=1047"}],"version-history":[{"count":1,"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/posts\/1047\/revisions"}],"predecessor-version":[{"id":1048,"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/posts\/1047\/revisions\/1048"}],"wp:attachment":[{"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/media?parent=1047"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/categories?post=1047"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.webigg.com\/blog\/wp-json\/wp\/v2\/tags?post=1047"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
You can view reach and frequency data by adding the \u201cUnique cookies\u201d and \u201cAvg. impr. freq. per cookie\u201d columns to your statistics table. Do select a specific time period in the drop down menu above those columns. These columns are available on the statistics table for \u201cAll campaigns.\u201d<\/p>\n