Key Metrics to Measure Your PPC Campaign Success

 

Paid search is one of the most measurable and ROI-driven channels in digital marketing. If your PPC account isn’t producing the results you want, you’re not alone – you can find a lot of PPC agencies, such as UAWC agency. Many advertisers struggle to measure their PPC performance. There are a few reasons for this. First, there are so many metrics to monitor that it can be overwhelming. Second, there are so many accounts that include performance data with different names that it’s hard to keep track of them all. Third, some metrics seem less important than others, such as average cost per click or Quality Score. 

 

Ultimately, what matters most is whether your campaign ROI meets company objectives and is within acceptable market standards. This article will dive into five key metrics you should track in your Google AdWords account and how those numbers affect the success of your PPC campaign.

Conversion rate

When it comes to PPC metrics, the conversion rate is the most important one. It is calculated by taking the number of conversions (created leads or sales) divided by the total number of clicks to your website. This metric gives you a general idea of how each ad and keyword contributes to your bottom line. The more clicks you receive, the more money you’ll make. But the more clicks result in conversions, the more money you’ll make per click. While conversion rate is an important metric to track, it can be misleading. Advertisers with low average CPCs can have high conversion rates, while advertisers with higher CPCs can have significantly lower conversion rates. 

 

There are many factors that affect whether someone clicks your ad, including the quality and relevance of your ad, the quality of your landing page, and the user’s intent when searching for a product or service. 

 

For example, let’s say you’re an insurance company that’s running highly targeted ads for car insurance. If a user is searching for quotes, they’re likely in the very early stages of the buying process. You’ll want to create ads that appeal to these users and drive them to a landing page where they can quickly and easily get the information they need to make a buying decision. If these users click your ad and are taken to a page about insurance for boats instead of cars, they’re likely to leave and search for someone who can help them with their car insurance.

Landing page performance

One of the most important factors affecting a user’s decision to complete an action, such as a lead or purchase, is the quality of the page they arrive on after clicking your ad. If your landing page doesn’t provide a great user experience, your conversion rates will suffer. The best way to measure the success of your landing page(s) is to track clicks, bounces, and conversions for each page. 

 

Then, you can use this data to improve your landing pages and increase your conversion rates. For example, if you’re using Google Analytics, you can set up goals and segments to track this data. Once you have this data, you can use tools like Qualaroo to discover where visitors are dropping off and what they want to see next on your website.

Cost per click

Cost-per-click (CPC) metrics help you evaluate the strength of your ads and keyword selection. The goal is to keep your CPCs low while still maintaining a high enough click-through rate (CTR) to get enough impressions to make a profit. To calculate the break-even CPC, add your estimated profit margin to your cost per lead. This will tell you how much you must earn per click to break even. 

 

A high average cost per click could be a sign that you need to switch to more targeted or precise terms. You may also need to improve your ad quality to get a better position for your ad. If your CTR is low or decreasing, it could be an indication that your keywords aren’t relevant or aren’t being targeted correctly based on searches people are making.

Average position

The average position metrics show how your ad is performing relative to other ads in the same search results. This metric is calculated by taking the average of your position over a given time period. The average position is important because it gives you an idea of how much visibility your ads are receiving. If your ads are consistently appearing at the top of the page, you’re likely to receive more clicks than ads that are further down the page. 

Quality score

Quality score metrics are important because they can determine whether your ads will be approved or not. Quality score is calculated using a variety of metrics, including click-through rate, average position, ad relevance, and landing page quality. If your quality score is too low, your ads won’t be approved in the marketplace. If your quality score is too low, your ads don’t have a chance of winning against other ads. It’s important to track these metrics so you can keep your quality score high enough to be approved and win.

Click-through rate (CTR)

Click-through rate (CTR) measures how many people are clicking your ad compared with the number of times your ad is shown. In Google Ads, this metric is also referred to as impressions. Higher CTRs are generally better, but it’s important to understand that these metrics are going to vary from campaign to campaign, ad group to ad group, and even from keyword to keyword. 

 

When you’re first starting out, you should expect to see lower CTRs. As you make changes to your account, they will go up, but they will never be 100%. You will also see CTRs fluctuate over time. There are a few things you can do to help improve your CTRs, including choosing relevant keywords, creating engaging ads, and creating highly relevant landing pages.

Impressions

As mentioned above, impressions are one of the metrics you can track when evaluating click-through rates. Impressions are the number of times your ad is shown in search results. When you first start running campaigns, you may receive a lot of impressions, but not many of those impressions are likely to result in clicks. Over time, as you make adjustments to your account, including keyword selection, ad copy, and ad position, you can expect impressions to drop significantly. The key to successful PPC management is staying on top of all of these metrics. If one number is trending in the wrong direction, you can take action before it becomes a problem. The more data you have, the better you can make your PPC campaign.

Summary

PPC is an incredibly measurable channel, but the metrics you track and the way you interpret them can vary depending on the platform you’re using. Now when you know everything about the most important PPC metrics, it’s time to test your skills and run your PPC campaign. However, if you are a newbie in this area, it is much better to hire a professional!