AdWords is one of the cornerstones of any digital marketing campaign. The key to executing a successful AdWords campaign is closely tracking return on marketing investment to ensure that the cost to acquire leads is appropriate compared to the time and money invested. In terms of cost-analysis, ROI is answers that question, is campaign investment recouped by new wins brought in by that campaign?
Attaining a positive, sustainable ROI is the result of closely tracking the data and metrics associated with your AdWords campaigns to gain a complete picture of user behaviour. For example, leading indicators such as landing page bounce rates, time on page, and on-page goal completion rates help you to optimize your site's conversion process. On the other hand, ad metrics like click-through rates and ad placement allow you to understand the effectiveness of ad text and bidding strategies.
AdWords data can also be used to feed directly into your search engine optimization strategies.For this reason, track these metrics alongside others featured on the Google Analytics dashboard for a fuller understanding of your website performance and digital marketing efforts. By monitoring SEO keyword ranking, and analyzing impressions and buyer intent, you get a deep understanding of which keywords and topics your SEO team should hone in on. Generally speaking, click-through rates for organic search traffic are stronger than ad results, and are much more cost-effective in the long run. Therefore, wherever possible, AdWords data should be used to inform organic SEO initiatives. Learn more about metrics your marketing team should be tracking on a SEO dashboard to improve SEO traffic.
The AdWords campaign dashboard allows you to closely track campaign ROI, and the metrics and KPIs that influence ROI.