Which Adwords KPI should I analyze to optimize my marketing campaign’s performance?

I want to be 1st in search engine results, I want to increase traffic on my website, I want to generate leads, I want to double my web sales, I urgently need to recruit staff …

Do you ever find yourself thinking these things out loud? Perfect! We have the magic solution that can give you exactly what you want … It’s a little known tool called “Adwords”, and it can do all of this for you! Ever heard of it?

Seriously though…Google Adwords really is the tool you need to meet those kinds of objectives

In a lead generation strategy, Google Adwords is an unavoidable lever. But creating an Adwords campaign is just the begining. It’s important to know which KPI to track, analyze and optimize. This is why we’re dedicating this post to the subject.

Set your goals  Before starting your Adwords campaign, it’s important to set your goals!

This is simply because your campaign will be configured very differently depending if your main objective is to generate traffic (visibility / awareness), or if you want to generate conversions (sales, for example).

So, set your Adwords campaign goals accordingly.

adwords-objectifs

AdWords

After setting your objectives the next steps are setting the budget, the audience, and the keywords … All required steps for a proper AdWords campaign configuration.

Monitor and optimize, what KPI monitor?

Your campaign is started, impressions, clicks, and even conversions are generated, but you are kind of foggy on how to interpret these numbers, and what conclusion to draw to in order optimize them…

Here are the KPIs that deserve to be followed and understood to make your AdWords campaign even more powerful

1 – Click Through Rate (CTR)

The CTR is an important KPI, because it will determine the cost per click.

The Click Through Rate is the number of clicks divided by the number of impressions. The higher your click-through rate is, the more it means that the ad and keywords are relevant to the targeted leads.

In general, the average click-through rate in B2B is around 2.55%. In industrial services the CTR is around 1.40%

adwords-industry-benchmarks-average-ctr

How to improve your CTR?

  • Modify the ad, add qualitative content
  • Increase bids
  • Improve the quality score

1- Search terms

Search terms are simply the searches performed by search engine users, that end up creating impressions and clicks on your ad.The search terms report lets you know how your ads are run on Google’s search network. It also enables you to find the terms and expressions not relevant to your ad. You can then add them to your list of negative keywords. Don’t waste budget unnecessarily for searches that wot generate conversion!

3- The quality score

Quality level is an important KPI. Google evaluates the quality level of your ads on a scale of 1 to 10, and considers different elements:

  • Expected CTR
  • Relevance of the ad (keywords vs. description …)
  • Landing page usability (keywords, does your landing page clearly bring up the main subject of the ad, does your add have images? Are the sentences grammatically correct?)

As you can imagine, the more these criteria are met, the higher your quality score will be. If your quality score is 3/10 then you should rework the above-mentioned points.

4- The daily budget

Follow your daily budget and make sure it’s not maxed out too quickly. If this is the case, then you may miss opportunities if your ad is not running throughout the day.

To avoid this, you can schedule broadcast times, add keywords or increase the budget.

5- The Conversion rate

Is this KPI one of the most important to watch? Yes, if your campaign goal is to fill out contact forms and generate sales. As a reminder, the conversion rate is the number of conversions (desired actions performed), divided by the total number of clicks (in%). This indicator allows you to analyze the profitability of your campaign and measure your ROI.

The higher your conversion rate is, the more efficient your campaign is and the more relevant your ad is. If your campaign doesn’t generate conversion, then it requires optimization at the keyword or landing page level …

Let us manage your Adwords campaigns!

Whether it’s recommendations, campaign creation, or monitoring and optimization, at Exo B2B, we take care of your advertising campaigns. Contact us!

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