Every business’ website will have its own unique objectives that require careful consideration to ensure the most relevant and appropriate key performance indicators are tracked and reported.
Paid search using Google Ads is often an essential marketing activity for many businesses optimising digital advertising. That said, it is surprising that a lot of businesses don’t know how to measure a successful PPC campaign.
Digital advertising spend has reached record levels and according to eMarketer, global digital ad spend is forecast to reach $441 billion by the end of 2022.
The adoption of mobile has meant that there are now over 2.6 billion smart phones across the globe (source) and 69% of smartphone owners will use mobile search first in a moment of need.
Click-through rates (CTR) are arguably one of the most important success metrics when measuring digital marketing performance and effectiveness. CTRs help marketers to produce key insights on their campaigns and give clear indications on where to allocate optimisation efforts.
If you’re not currently measuring all the metrics that matter to your business website, especially those that are making you money or generating leads, how can you understand what is working and what isn’t?