PPC campaigns generate plenty of data for you to analyze, but it can be hard to know which metrics offer the most valuable insights.
Join our Orange County digital marketing experts as we explore the five most important PPC metrics to start tracking.
Click-through Rate (CTR)
Your CTR compares the number of users clicking on an ad (within a set period) with how often your ads appear. For example, an ad presented 200 times would have a 25% CTR if it were clicked on 50 times.
Tracking your CTR can help you understand why some ads work and some don’t. You may be aiming at the wrong users or using bland ads that nobody feels compelled to click on.
Cost Per Click (CPC)
Your CPC is the average price you pay whenever a user clicks on an ad. The higher it is, the more you stand to lose on clicks that don’t lead to a conversion.
Your keywords’ competitiveness determines your CPC, and you may use long-tail keywords to accurately target prospects if your CPC increases over time. Tracking this PPC metric can help you stay safely within your budget.
Converting visitors into leads or customers is crucial for winning new business. But if your conversion rates don’t increase, or even decrease, that could be down to your PPC ads and landing pages.
Tracking this PPC metric will reveal which ads are successful and which aren’t. You can learn from both types, whether the issue is unclear messaging, poorly-written copy, or any other factor.
Google assigns Quality Scores to ads based on a number of factors, including:
- The expected CTR.
- The ad’s relevance to the user’s search intent.
- The quality and relevance of a landing page connected to the ad.
Google considers your ad’s Quality Score and bid value for the relevant keyword to work out the right SERP placement. Improving your Quality Score can lead to a drop in your cost-per-click (CPC) rate and better average ad placement over time.
If your Quality Score is lower on the 1 to 10 scale than you would like, work on improving your ads’ relevance and landing pages. Track your Quality Score to determine how effective your changes have been.
Return on Ad Spend (ROAS)
You want to achieve a return on your advertising investment, and analyzing your ROAS will help you understand how much profit you achieve on each campaign.
Tracking this PPC metric can reduce your risk of spending on ineffective ads and make it easier to understand the level of return you might expect from other campaigns.
Start Working with PPC Specialists Today
Our Orange County digital marketing team is ready to create tailored PPC campaigns for your business and give you the right data to make fully informed decisions.