Identify the Right Reporting Tool for PPC
B2B PPC campaigns can be very effective, which is why they form part of any good digital marketing for B2B strategy. However, monitoring these strategies and reporting on their performance can be quite tricky and very frustrating.
That’s where the right tool comes in.
With a good reporting tool for PPC management, your frustrations can be a thing of the past, and your information will be a lot more accurate and reliable. There are several considerations that will determine what tool you use, which is what we’ll be discussing here.
Choosing the right one can be a bit difficult, though, because there are so many great options. But after reading this article, you’ll know exactly what to look for in your ideal reporting tool.
What Is a PPC Report?
Digital marketing for B2B can’t be possible without the right tracking and reporting tools, but what exactly is a PPC report?
Basically, this is a report that is created to clearly demonstrate the result of your campaigns. They should be easy to understand and should give you an understanding of how effective your ideas and strategies are.
To create a PPC report, you have to analyze all the key metrics related to your campaign. That way, you’ll know if your ads are actually doing what you want them to, whether that’s to bring in new customers or retarget old ones.
PPC campaigns can be complicated and difficult; that’s why you need to build reports that will keep you up-to-date with what’s happening.
You may also have to build several reports if you’re planning on running multiple campaigns, and knowing what goes into these reports will save you a lot of time. You may even use old reports as templates for new ones once you’re used to working with them.
What Is Your Goal Behind Creating PPC Reports?
Before you can do anything, you need to know and understand what your goals are. Naturally, your overall goal will be to boost sales and see your campaign deliver a good return on investment. But getting to that goal requires smaller goals to be met.
There are many goals that can be achieved and monitored with PPC reports, like higher conversion rates and lower cost per acquisition. Understanding these metrics will let you determine how good your marketing strategies are.
Here are some of the other goals behind PPC reports that you will likely also have in mind:
Checking the cost per click of relevant keywords
Knowing the cost of your keywords can help you ensure you’re sticking to your budget.
Reviewing quality scores
If your ads aren’t bringing in the leads you want, they’re not worth the money and effort, are they?
Review your ad spending
Again, this is to make sure you’re not exceeding your planned budget.
Checking for conversions
You need to know how many conversions your PPC ads are to get to know that they’re paying off.
Fixing problems that pop up
If there are any holes in your B2B PPC marketing strategy, you will be able to pick up on them by monitoring your ads regularly.
Analyze landing page results
If your ads aren’t bringing people to your website, they’re not performing as they should, and you’ll have to adjust your strategy.
What Are KPI’s and How to Identify the Best for Your B2B
You have so many KPIs (key performance indicators) to keep in mind when it comes to digital marketing for B2B that it can be easy to get lost in them. For PPC campaigns, some KPIs are more important than others, and some can be left out completely.
Here are the four most important KPIs for B2B PPC campaigns:
It’s essential that you measure how many people visit your website as a result of your PPC campaign. You can’t attribute all visitors to your campaigns, but knowing how many visitors there are thanks to your ads will indicate how successful your efforts are.
You can use Google Analytics to accurately measure your website traffic and learn how many new visitors you’re getting as well as where they’re coming from.
This KPI is especially important if you’re running several campaigns on different social media channels. You’ll be able to find out which approaches are more successful and paying off at all.
Conversions per Activity
Although website traffic is great, you need to know whether or not this traffic is actually resulting in something good. People might click on your ads because they’re interesting but fail to take any further steps.
You need to know whether or not the visitors are converting into actual customers or just checking you out.
When you know how many conversions you’re getting, you’ll be able to determine if your landing page is as good as it should be. You should monitor the actions visitors take after your ads have led them to your website.
Marketing Qualified Leads (MQLs)
Marketing Qualified Leads are the leads who took an action that indicates their interest in your product. This could be anything from filling out a form on your website to downloading your brochure. With this information, you’ll know what your visitors are doing when they take interest in your ads.
Cost per Lead
Naturally, you need to know how much each lead you gain is costing you. Tracking this KPI will show you how effective your marketing channels are at getting real customers to your website. You can use a tool like Google Analytics to accurately determine this KPI.
Of course, your business may have other KPIs that matter more than the ones mentioned here, but these ones tend to be pretty universal, no matter what kind of company you have.
Now that you know how to choose the perfect reporting tool for your B2B PPC campaigns, you can start planning your actual strategies. If you need help with your campaigns, we can help. GoingClear has a team of experienced experts with knowledge of story-based marketing and can help you find the best ways to build a successful campaign. Reach out to GoingClear today to get started!