ROI Series: Part 2 – Measure the Success of Search Engine Advertising

In the first part of our series, we looked at the importance of driving ROI from your digital marketing. In this section, we’ll explore how you can get bang for your buck specifically from Search Engine Advertising.

Search advertising is an effective way to reach prospects online. However, many businesses feel they can’t accurately measure the success of their search advertising campaigns and are unsure about what to do to maximize their efforts. Here are a few ways you can get a bigger return on investment from your search.

Track Conversions, Not Just Clicks

When you run a search advertising campaign, most platforms typically measure how many times your ad was clicked (aka click through rate or CTR). Your campaign can produce lots of clicks, but if none of those clicks are translating into conversions, how effective is your campaign? If you go beyond tracking clicks to see how many people filled out a contact form or called you from your ad, you can see the return of your search advertising efforts.

Monitor Calls to Measure Quality

Listening to recorded calls from your advertising can help you determine the quality of the leads it’s generating. Are people calling you to make an appointment or inquire about your services? Are they looking for directions or hours? Or are they asking irrelevant questions without any real interest in buying? By listening to your calls, you can figure out if your ads are effective in bringing you actual leads. This also allows you to focus on call handling and customer service plus follow-ups and closing the sale – all driving more revenue to your business.

Optimise Your Campaign

It’s important to optimise your campaign across multiple search engines in addition to regularly evaluating your campaign performance. If you’re only running ads on Google, you’re missing out on a whole group of potential customers, such as people using voice search on Bing. It’s best to work with different publishers so your ads can be seen across the web.

You can use the information you gather from your calls and reports to update your campaign settings or ad copy. If people are confused about an offer or if you are getting contacted by people outside your target area, you can use this information to update keywords, targeting, or ad copy. As a result, this will increase the likelihood of reaching the right prospects who will convert into customers.

Stay tuned for our third and final part of this series which is focused on getting results from your SEO.

In the meantime, if you’d like to find out more about how we deliver leads and also help our clients do a better job of converting them into sales, watch our client testimonials.

Nishtha Handa

Nishtha is the Content Marketing Manager at ReachLocal. She has experience in digital marketing, social media management, and content creation for small and medium businesses. She specialises in guiding businesses to improve their social media and digital marketing. When she's not writing about online marketing or researching the latest digital tips and trends, she's planning her next holiday destination, baking a cake or binge watching Netflix.

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