Accurate ad evaluation is a crucial part of any successful PPC marketing campaign. It helps you streamline your efforts, maximise your budget and get more from what you spend on ads. Here’s how to do it right.
What Is Ad Evaluation?
Ad evaluation is simply a process of comparing different ads and deciding which ones perform better. By doing this, you can ensure your ads are performing well, identify the best-performing ads, optimise your campaigns, and find new ways to make your ads more effective.
Ad Evaluation Is an Ongoing Process
Ad evaluation is an ongoing procedure. It’s a dynamic process, meaning that you should constantly improve your ads based on the results they are getting. Because the number of people viewing your ads constantly shifts, it makes sense to stay on top of your metrics. Additionally, your competitors are no doubt tweaking their ads based on their own successes, so you can’t afford to be left behind.
How to Evaluate Ads
Evaluate ads at least once a week – or more often if you have a lot of campaigns. You’ll want to evaluate your ads on a regular basis to ensure they are working and that the ad is getting the traffic, leads and clicks that you want.
The first step in this process is creating a baseline for each ad. This means looking at all of the data associated with that specific ad for about 2-4 weeks so you can get an idea of what kind of traffic it’s generating compared to other similar campaigns, keywords and ad groups. After creating these baselines, compare them against one another based on performance metrics like CTRs (Click Through Rates) or CPCs (Cost Per Click).
Ad evaluation helps you streamline your PPC efforts and maximize your budget.
Ad evaluation is a simple process that helps you determine which ads are performing well, which ones need improvement and which should be removed from your campaign. It also helps you decide how much to spend on each type of ad and how often to run them.
- Review your account’s performance metrics for all ads in each campaign.
- Determine the cost per acquisition (CPA) for each ad by dividing the total cost of all clicks by the number of conversions. The lower this number is, the better an ad performs at generating conversions.
Creating a Baseline
A baseline is a snapshot of your existing data. You can use it to compare against future results and determine if the changes you make are effective or not. A baseline should be created at the beginning of each ad campaign and then updated throughout the course of the campaign. This gives you a better understanding of how well each ad performed before they were changed at all. Here you’ll be able to assess your current traffic, leads, clicks, and who your audience is. If you’ve already been using keywords, you can add these in to keep an eye on which words and phrases are working for you.
Compare Your Ads Closely
- Compare Your Ads Closely
As you start to evaluate your ads, it’s important to look at them in the context of each other. This can be done by comparing the CTR and CPC for each ad and seeing how they compare against each other as well as against your goal.
- Compare Your Ads Against the Competition
It’s also a good idea to look at how your ads stack up against those from competitors in similar industries. If there are competitors with better-performing ads than yours, it may be time for some changes!
- Consider both positive and negative feedback.
Compare what you see in your lists of what world and what didn’t. If you notice that one type of feedback dominates your results, consider how to address it.
A/B Test Your Ads to Optimise Them
A/B testing is a great way to improve your ads.
The goal is to find the best-performing ads. So, you’ll want to test different elements of your ad, including the headline, description and keywords.
You can also test different target audiences—a group of people who are most likely to convert into leads or customers based on their behaviour and interests.
Ad evaluation is crucial for any successful PPC campaign
Ad evaluation is an important step in any successful PPC campaign, but it’s also one that many advertisers don’t take the time to fully understand. While it seems pretty straightforward, there are several benefits of ad evaluation that can make your campaigns more effective and efficient.
This includes finding out which ads are performing best for each keyword, so you can optimise future ads based on past performance and change them accordingly. It will also help you save money by eliminating underperforming ads or keywords from your campaign altogether.
It’s easy to think of this as only a one-time thing: once you’ve run through all of your ad ideas, you’re done! However, you wouldn’t know anything about how well they perform until after they’ve been published. And even then, there might not be enough data available yet (because maybe people haven’t clicked on them yet).
In short, ad evaluation should be a part of your marketing strategy. It helps you streamline your PPC efforts and maximise your budget. To do this, you’ll need to know how to evaluate ads and the tools that can help you do it effectively.
If you need assistance with your PPC marketing, why not consider ClickTrain AI?