Google Search has evolved tremendously over the last few years and is still undergoing a rapid transformation. With detailed matrices, measuring tools, advanced analytics, responsive ad formats and intuitive intelligence, Google Search is a complex product offering capability to transform businesses if set up, monitored and ran correctly.
With the overwhelming granularity of reporting available, one question that advertisers often come up with is, what is the benchmark to measure the success of a Google Search campaign?
The first thing to consider is the business segment or the industry you operate in. Is it niche? Is it too competitive with far too many businesses? Is it a local business? Or is it a global service? Then set your goals or define the intent to drive the search ads- Is it building website traffic? Is the goal to create brand awareness? Generating leads? Making sales online? Sign up for subscription etc.?
After you have determined the goals, look at what mechanisms are in place to measure these goals. Do you have a well-coded website with a mobile-friendly interface? Can the Google ads conversion actions be tracked on the website? Is the Google analytics set up working to be able to feed in the data required to optimise Google Search Ads?
If you have recently built a new website, your focus could be to simply drive relevant traffic to the website. If you are an e-commerce business, you may want to remarket to your website visitors. No matter what you set your objectives as, there are a few basic things that you can look for as a measure of the success of your Google search Campaigns.