[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n
>>> Already tracking and measuring the success of your paid ads? Click here to learn how to take them further with dynamic remarketing.\u00a0<\/strong><\/span><\/a><\/p>\n If you are a parts manager who is new to paid advertising, you\u2019ll have a hard time assessing the success or struggles of your next campaign. Without context, conversion rate, clickthrough rate, returns, and other factors are just numbers. The key to tracking and measuring your advertising success is understanding the most important metrics that indicate a successful advertising campaign for auto parts sales.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_blurb title=”Return on Investment (ROI)” use_icon=”on” font_icon=”||fa||900″ icon_placement=”left” content_max_width=”1100px” _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”||” custom_padding=”15px||15px|” global_colors_info=”{}”]ROI isn\u2019t unique to paid ads, but it\u2019s nonetheless an important metric to have in mind. It\u2019s simply the total cost of your ads, inclusive of labor costs related to management, campaign development, creatives, and ad spend measured against your returns. Tracking ROI can be complex in practice, but it\u2019s the ultimate metric for determining success or failure.\u00a0<\/span>[\/et_pb_blurb][et_pb_blurb title=”Return On Ad Spend (ROAS)” use_icon=”on” font_icon=”||fa||900″ icon_placement=”left” content_max_width=”1100px” _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”||” custom_padding=”15px||15px|” global_colors_info=”{}”]ROAS is a more narrow measure that doesn\u2019t consider external expenses and only considers your ad spend against your returns. This is a more clear-cut, direct measure of the success of your ads. Most companies with a good product and well-managed campaigns can realistically shoot for a 4X return on investment, and this is a baseline standard that expert ad managers usually promise. It\u2019s not uncommon for campaigns to start with a ROAS closer to 2X during the calibration stage.<\/span><\/p>\n Dealers selling through RevolutionParts and leveraging the RP Marketing Services<\/a> see an average of 8.75X return on ad spend.\u00a0<\/strong>[\/et_pb_blurb][et_pb_blurb title=”Cost-Per-Click (CPC)” use_icon=”on” font_icon=”||divi||400″ icon_placement=”left” content_max_width=”1100px” _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”||” custom_padding=”15px||15px|” global_colors_info=”{}”]<\/p>\n CPC is what Google charges you for each lead when someone clicks on your ad. If you\u2019re targeting keywords<\/a> with less competition and lower bids, you can expect to have a low cost-per-click, while expensive keywords will increase your CPC. This metric demonstrates how cost-efficient your keyword selection is. <\/span><\/p>\n [\/et_pb_blurb][et_pb_blurb title=”Click-Through Rate (CTR)” use_icon=”on” font_icon=”||fa||900″ icon_placement=”left” content_max_width=”1100px” _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”||” custom_padding=”15px||15px|” global_colors_info=”{}”]<\/p>\n The click-through rate compares impressions (the number of times that people see your ad) to the number of people who click on it. A high CTR indicates that your campaign is targeting relevant keywords<\/a> and that your ads are reaching interested parties.<\/span><\/p>\n [\/et_pb_blurb][et_pb_blurb title=”Conversion Rate ” use_icon=”on” font_icon=”||fa||900″ icon_placement=”left” content_max_width=”1100px” _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”||” custom_padding=”15px||15px|” global_colors_info=”{}”]The conversion rate compares your total number of conversions to your clicks. This demonstrates how many people see your ads, are interested, and then follow up by buying your product or otherwise converting. <\/span>[\/et_pb_blurb][et_pb_blurb title=”Cost-Per-Conversion” use_icon=”on” font_icon=”||fa||900″ icon_placement=”left” content_max_width=”1100px” _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”||” custom_padding=”15px||15px|” global_colors_info=”{}”]Cost per conversion compares your cost per click to your conversion rate, demonstrating your overall cost to generate a single customer. It offers the most complete picture of your campaign\u2019s cost-efficiency, compared to more limited metrics like cost-per-click. <\/span>[\/et_pb_blurb][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”]<\/p>\n It’s essential to set up conversion tracking to accurately track metrics like conversion rate, ROAS, ROI, and cost per conversion. This involves setting your ads and analytics to record when users complete actions, like making a purchase or signing up for a newsletter, after clicking on your ads. This lets you see how many clicks lead to actual results.<\/span><\/p>\n <\/p>\n Step 1: Access Conversion Tracking<\/strong>:<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_margin=”||0px||false|false” global_colors_info=”{}”]Step 2: Create a New Conversion Action:<\/strong>[\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”||0px||false|false” global_colors_info=”{}”]Step 3: Set Up the Conversion Details:<\/strong>[\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_margin=”||0px||false|false” global_colors_info=”{}”]Step 4: Install the Conversion Tracking Code:<\/strong>[\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_margin=”||-8px||false|false” global_colors_info=”{}”]If this sounds tricky, you might need to ask a web developer for help or follow Google\u2019s instructions.<\/span>[\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” global_colors_info=”{}”]<\/p>\n When your returns are positive, your clickthrough rates are high, and your cost per click is low, you know your campaign is going well. However, the hard part is developing that successful campaign. But while your KPIs can measure the success of a campaign that\u2019s going well, they can also illustrate the problems holding you back. A few common paid ad challenges and how KPIs illuminate them include:\u00a0<\/span>[\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]Keywords too broad: <\/b>Sometimes, a paid ad campaign will have high impressions but struggle to garner clicks. This indicates that you\u2019ve targeted popular keywords but the search intent isn\u2019t there; the people making those searches aren\u2019t interested in your product.\u00a0<\/span> <\/p>\nKey Performance Indicators (KPIs) for Search Engine Marketing in the Auto Parts Industry<\/span><\/h2>\n
Setting Up Conversion Tracking<\/span><\/h2>\n
Simple Steps to Set Up Conversion Tracking in Google Ads<\/span><\/h3>\n
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Common Paid Advertising Problems And How to Diagnose Them<\/span><\/h2>\n
\n<\/b>[\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]Keywords targeted too narrowly: Paid ad beginners often set up highly-targeted campaigns that target very specific keywords. While these campaigns can generate high <\/span>rates <\/span><\/i>of returns, total returns will be low and you may be unable to spend your whole advertising budget. This is because your campaign is over-targeted and your selected keywords don\u2019t draw enough traffic to scale the campaign. <\/span><\/b>[\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_2_font_size=”36px” header_3_font_size=”30px” custom_padding=”|||43px|false|false” global_colors_info=”{}”]Landing pages that don\u2019t convert:<\/strong> Your keyword research is on point, and your ads are generating plenty of clicks and high CTR. However, few people convert after clicking on your ad, and you\u2019re losing money. This is likely a sign that your landing pages aren\u2019t capturing the interest of potential customers.<\/p>\n