Since the start of modern-day online advertising, Pay-Per-Click (PPC) advertising has ruled the roost. Understanding the right PPC metrics will help you determine the value of this investment and how to prioritize your advertising efforts. The amount of data available can be daunting, which is why optimization is so important. Here are a few of the most important PPC metrics to follow.
PPC Metrics: The Devil is in the Details
When considering metrics, click is an obvious place to start. Brand awareness can be measured by the number of impressions and clicks. Clicks measure the fraction of impressions that lead to action. In short, the click is the start of the sales funnel. Measuring clicks allows you to analyze if there are any spikes in click volume, revealing an important event you might make use of in the future.
Next, you’ll want to focus on the reduction in Cost-Per-Click (CPC). The reasons for reducing your costs are two-fold. The first is to adjust your targeting or the creative in the campaign to make your advertising more effective. The second is to see where you might optimize your campaign by transferring your budget to other advertising methods.
Conversion metrics are your quality score and conversion rate. Quality scores are determined by Google. When you optimize your quality score, you will improve your conversion rate while spending less money. This can be achieved by optimizing on-page components like keywords, ad positioning, and landing page effectiveness.
Conversion rates relate directly to how much you spend on ads versus how much return you get from the purchase or further inquisition. Knowing how much you spend per conversion will help you optimize the sales funnel. Additionally, you should verify that tracking codes are functioning properly, confirm that ad text is up to date, and check backlinks for accuracy.
There are many PPC metrics, but focusing initially on clicks, CPC, quality score, and conversion rates will help you reach a place that allows you to measure the return on your investment. Contact Omni Creative Insights for assistance with all of your PPC campaigns.