When you run a Google Ads campaign, you want to know how well it achieves your marketing goals. To do this, adopt SaaS Google Ads management best practices for monitoring and analyzing ad performance against key performance indicators (KPIs).
The Google advertising platform allows companies to track key metrics such as Click-Through Rate (CTR), Cost-Per-Click (CPC), Conversion Rate, and Cost Per Acquisition (CPA) to help measure return on ad spend (ROAS) and success of a Google Ads campaign.
An Explanation of SaaS Google Ads Metrics
By closely monitoring key Google Ads metrics and adjusting SaaS Google Ads campaigns accordingly, SaaS companies can maximize their marketing efforts and boost conversions.
Conversions are the ultimate goal of any ad. The conversion rate metric tells you how many users perform the call to action (CTA) in an ad.
Actions could be making a purchase, downloading information, signing up for a loyalty program, etc. Conversions can occur on a website landing page, a mobile app, or on the telephone. Each type of conversion needs to be tracked separately.
Conversion data can provide insights, such as:
CTR: The more clicks on an ad, the more the ad is resonating with your audience. A user may make multiple searches and interact with multiple ads or the same ad more than once.
CPC and CPA: Knowing the cost of each click and the cost of acquiring a customer helps identify the most effective ads and keywords so you can manage your budget more effectively.
ROAS: This metric helps advertisers make marketing decisions by showing how profitable each ad is. How you measure ROAS will depend on your goals.
There is always room for improvement. Once you have a clear sense of how an ad is performing, it’s time to dig a little deeper.
The Devil Is in the Details
There are many reasons why an ad might be underperforming. Rather than ditching an ad because it’s not up to par, take a closer look to see if there are aspects of the ad that can be massaged to boost performance. For example, make sure the ad copy and offer are compelling and relevant, the landing pages directly relate to ad content, the call to action is easy to complete, and that enough budget is allocated to give an ad a chance of being successful.
Also, use the search terms report to see how well search terms entered on the Google search engine match the keywords used in your ads. Use these insights to concentrate on keyword selection that includes your SaaS specialty. Add high-performing keywords to your campaign and move under-performing keywords to a negative keyword list.
Check the Quality Score of an ad. This Google metric assesses how relevant the content, keywords, and landing pages are to users. The better the score, the more likely the ads will generate click-throughs, appear in high positions on search results, and deliver meaningful results.
Search Impression Share will tell you how often your ad appeared on searches. This metric could indicate that your ads aren’t reaching their full potential. Conversely, if the conversion rates are high and the search impression share is low, you may want to invest more in the ad.
The Auction Insights report provides information about the performance of competitor ads. This data may indicate that you need to reassess your audience targeting, keyword strategies, or budget to elevate your position and gain the upper hand over your competitors.
Metrics for Success
Tracking key metrics is critical to the success of SaaS Google Ads campaigns. They provide valuable benchmarks that can be used to measure and optimize advertising and marketing efforts and budgets. They can also be leveraged to develop marketing strategies that improve ad performance and prioritize the most profitable campaigns.
Start by focusing on the basics and expanding the metrics you follow on the Google Ads platform. To be successful, Google Ads need to be constantly monitored by someone who is focused on how to generate leads for SaaS.
If you need a hand with elevating your Google Ads for B2B SaaS marketing, turn to BERK Labs and join the ranks of other notable organizations who trust our professionalism and expertise in the digital marketing world!