What are the most effective ways to track your search ad performance?

1 Choose the right tools

The first step to track your search ad performance is to choose the right tools that can collect, store, and display your data. Depending on your goals and budget, you can use different tools to track your search ad performance, such as Google Ads, Google Analytics, Google Search Console, Bing Ads, Bing Webmaster Tools, and third-party platforms. Each tool has its own features, advantages, and limitations, so you need to compare them and select the ones that suit your needs and preferences.

2 Set up conversion tracking

The second step to track your search ad performance is to set up conversion tracking, which is the process of measuring the actions that users take after clicking on your ads, such as making a purchase, filling out a form, or signing up for a newsletter. Conversion tracking helps you to understand how your ads are contributing to your business goals and how you can improve your ad strategy and bidding. To set up conversion tracking, you need to define your conversion goals, create and install conversion tags, and assign values and attribution models to your conversions.

3 Monitor key metrics

The third step to track your search ad performance is to monitor key metrics that can indicate how well your ads are performing and how they are affecting your website traffic and conversions. Impressions, clicks, click-through rate (CTR), cost-per-click (CPC), cost-per-acquisition (CPA), conversion rate (CR), and return on ad spend (ROAS) are all important metrics to track. Impressions measure the number of times your ads are shown on the search results page, while clicks measure the number of times users click on your ads. CTR is the percentage of impressions that result in clicks, CPC is the average amount you pay for each click, CPA is the average amount you pay for each conversion from your ads, CR is the percentage of clicks that result in conversions, and ROAS is the ratio of revenue generated by your ads to the cost of your ads. Monitoring these metrics can help you optimize your campaigns and maximize your ROI.

4 Segment and filter your data

The fourth step to track your search ad performance is to segment and filter your data, which is the process of dividing your data into smaller groups based on certain criteria, such as keywords, campaigns, ad groups, devices, locations, time periods, and audiences. Segmenting and filtering your data helps you to identify the patterns, trends, and insights that can help you to optimize your ads and target your audience more effectively. For example, you can segment and filter your data to see which keywords are driving the most conversions, which devices are generating the highest CTR, or which locations are producing the lowest CPA.

5 Compare and benchmark your data

The fifth step to track your search ad performance is to compare and benchmark your data, which is the process of measuring your data against your own past performance, your goals, or your competitors. Comparing and benchmarking your data helps you to evaluate your progress, identify your strengths and weaknesses, and adjust your strategy accordingly. For example, you can compare and benchmark your data to see how your CTR has changed over time, how your CPA compares to your target, or how your ROAS stacks up against your industry average.

6 Test and experiment with your ads

The sixth and final step to track your search ad performance is to test and experiment with your ads, which is the process of trying different variations of your ads, such as headlines, descriptions, extensions, keywords, bids, and landing pages, to see which ones perform better. Testing and experimenting with your ads helps you to discover new opportunities, optimize your ad copy and design, and increase your CTR and conversions. To test and experiment with your ads, you can use different methods, such as A/B testing, multivariate testing, or Google Ads experiments.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?