Track Advertising Performance with Ad Management Tools
You need a professional you can trust to run your ad campaigns on Google Ads and potentially other websites. But once those campaigns are up and running, you still need to know what is happening with the ads. How do you know if your ads are showing up; if they are being clicked on? There are several options.
Most companies that offer Google Ads pay-per-click management for dentists also offer you some sort of reporting to see what’s happening with the campaign. Unfortunately, many of these reports are grossly limited. You need access to data that tells you how your ads are helping you achieve your measurables and goals. That usually includes the number of times your ads have been shown to you (impressions) and how many times people use your ads to get to your website (clicks). But impressions and clicks are just the beginning of tracking the performance of your campaign. You need to be able to see how much you’re spending by ad bundle, which keywords people are typing in to get to your ads, and much more.
Google Ads has its own dashboard for managing the campaigns run on its ad platform. We would advise you not to waste time trying to get to know that platform. In essence, you have to become a pay-per-click advertising expert to truly understand the data that you’re looking at in Google Ads, not to mention how to make changes in order to address concerns in the information. You need a tool that can connect with Google Ads directly and distill the information down so that it’s more concise.
Again, there are many tools that can help you do this. You may alternatively decide to run your own ads via Google Ads Express but this puts more control in the hands of Google- not your control. You can think of it as electing to hail a taxi in an area that you don’t know and feeling like what you thought was a short ride is ending up to be a longer, more expensive trip than is strictly necessary. The right advertising performance tool can be the equivalent of using Uber or Lyft in the taxi analogy, where you know better the route that you will take and how much it will cost you.
Tools like Hubspot and Adstream attempt to solve this problem, and you may find that you like them quite well, but they are expensive and can be just as overwhelming as managing your own Google Ads. They may also conflict with your ad specialist’s way of running your ad campaigns.
We offer our clients ad tracking via Online Practice Center because it distills down the metrics without stripping away important details. You can view performance over a period of time and by ad bundle. It also helps you track your cost per conversion (how much you spend to generate a phone call or email. Finally, as part of a larger system, your ad performance information can be easily located in a larger report that gives you a complete picture of your online visibility.