How to do Search Campaign Performance Analysis?

Date: 27/09/22

According to the Statista, search ad spending in Hong Kong is projected to reach US$537.40m in 2022, an increase of 14% compared with 2021. Have you planned to invest more budget in your search campaign? Or just get started in search marketing? Let’s go through 9 basic analysis metrics of search ads to assist you in measuring ad effectiveness.

Impressions

Counted each time your ad is shown on a search result page. However, it just measures whether your ad appears, it doesn't mean to a person notices your ad.

Clicks

Highly-targeted and relevant ads are more likely to receive clicks, assisting you to measure ad content and keywords performance, also the effectiveness of targeting.

Spending

The actual spending of your campaign. If a campaign is under or overspending, there may have room to optimize, such as bidding strategy and targeting, or you should review the budget setting.

Conversion

Happens when someone clicks your ad and then takes an action, for example, purchasing/submitting a lead form. The action may lead to revenue and business growth.

Click-through Rate (CTR)

Tell you how many people who’ve seen your ad end up clicking on it. This metric can help you gauge how enticing your ad is and how closely it matches your keywords and targeting.

Cost Per Click (CPC)

The amount you're charged for a click, assists you to measure the cost efficiency of selected keywords.

Interactions

The interaction associated with and depends on ad format, including clicks for text ads and views on video ads. Helping you to understand cross-platform campaign performance.

Interaction Rate

The percentage of people interacting with your ad. It is measured by no. of interaction/impression.

Cost Per Interaction

The average amount you've paid per interaction. This amount is the total cost of your ads divided by the total number of interactions.

How to retrieve above data from your ad platform? If you are our existing customer, you can simply login iMedia Platform to review campaign performance in the dashboard, even a cross-platform comparison of Google and Yahoo search ads.

We are an experienced digital agency with long-term partnerships with Google and Yahoo. If you are not ready to start your search campaign, or have questions on the search ad effectiveness, contact us for a free consultation, we can provide your a professional advise.

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