MarketingSherpa Blog

If you struggle with tracking and measuring the performance of your AdWords or Facebook pay-per-click ads, this blog post is for you.

It’s clear that each product, service or campaign — whether on your site’s landing page or Facebook page — should have multiple ads created to test what appeals to your audience (what they click on). Even better, you should be eliminating the underperforming ad versions and spending the budget on the winners.

It’s easy to create an ad that triggers curiosity and gets the viewer to click, but that is something you can practice when paying for impressions, not clicks. While creating your ads, think why somebody who sees it would click and find your offer/service attractive.

You can play with variations of the subject line, copy and images (for Facebook ads) to test the different combinations; however, the success metric should not be clickthrough but rather conversions on your landing page.

After all, you’re paying Google and Facebook for clicks, but customers only pay you when you earn a conversion.

So, whether the goal action of your customer is a lead or purchase, follow these five easy steps to start measuring your ads’ performance today:

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Advertisers looking to build brand have a new option. Google now serves mobile image ads on its mobile content network. As with the rest of Google AdWords, pricing is auction-based and you can set a budget.

If you’re planning a branding campaign, and you’re already using AdWords, why not try a test? You might get a good price, since I doubt mobile AdWords is as competitive as regular AdWords.

Only one image ad will appear per mobile page, according to the Google Mobile Blog. That gives you dominance on mobile sites advertising only through AdSense.