Pay per click advertising like that of Google Adwords is an vital part of your online marketing strategy, but how do you know if what you are doing is getting any results? It is possible to gauge how successful your Pay per click marketing tactic is with the use of a simple process that requires only access to web analytic tools and a basic understanding on how SEO and Pay per click works. Here are some simple ways to measure the effectiveness of Pay per click campaigns like Google Adwords:

1. Integrate Pay per click with your web analytics tool. “Web Analytics: An Hour A Day” author, Avinash Kaushick, expertly stated that measuring the effectiveness of a Pay per click campaign can be done with the use of several web analytic tools along with the integration of Pay per click data into it. Kaushik emphasized the need to get a deep look into what is really happening at the backend of the web analytics tools used, and that doing this will save you from the expense of hiring an SEM agency to do the service.

2. To define the key performance indicators. The next question you need to answer is what exactly generates a ‘sale’ for you? Is it the click to a sales page or a lead capture? Is it the payment and transaction itself? By being able to clearly define what is the performance indicators for a campaign, your will be able to target what is working well and track the user behavior that can give you the desired conversions

3. Keep track of your unique visitors. The number of unique visitors varies by campaign, and it is necessary to know what was your expense to get them to the site, regardless of the fact that they did not purchase anything nor even submit their information. The reason why this is important is because you need to know if the campaign is working. It is possible that you may be targeting the wrong keywords if your click-thru rate is high, but lacking in conversions.

4. To do a split test. This test is usually done by internet savvy marketers to aid them in figuring out what are the keywords or keyphrases that work the best for conversions from their prospective market. Split testing means running the same ad across all three ad service providers at the same time. This will allow you to track clicks and find out where the majority of your target market is clicking and how they are finding you. With this data in hand, it will possible to assess the performance of each service provider, and work exclusively with the one that gives you the best results.

5. Determine your cost per acquisition. The data gathered from your Pay per click advertising will give you an accurate count on home many people come to visit the site and how many are converting, and this can be used to figure out exactly how much is your cost per acquisition for a particular campaign. You will be able to get exactly how much is spent to generate a sale. Knowing this exact amount will allow you to calculate the average selling price and make an in-depth assessment on how much your return on investment is.

Measuring the effectiveness of your Pay per click marketing strategy can take time and you will need to tweak it as you go along. Still, it’s a process that every savvy marketer needs to go through in order to optimize their ads and get the highest conversions from each and every campaign. Keep in mind that these are only the very simplest and most basic techniques. If you want to capture more of your target market, there are some more ways by using other marketing strategies from Google Advertising.

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