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A good way to measure the success of your PPC advertising campaign is to look at your key performance indicators (KPIs). These KPIs will vary depending on your business goals and what you want to achieve with your marketing. However, some of the most commonly used KPIs are below:
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Traffic Metrics:
If your PPC campaign is primarily focused on driving traffic to your website, then tracking metrics that focus on the quantity and quality of web traffic will be useful. This will help you determine how effective your ads are at getting users to your site and increasing your conversions.
Ads that aren’t converting into leads or sales can be expensive, so it’s important to track this metric to ensure you’re not wasting your money on unwanted clicks. This metric can also be helpful for analyzing the effectiveness of other marketing strategies, including email and social media campaigns.
Conversion Rate Metrics:
A conversion metric is a measurement of the percentage of people who take an action after clicking on your PPC ads. This can be anything from signing up for a newsletter to booking an introductory call with your sales team.
You can measure your conversion rate by using Google Analytics or a similar tool. You can use this metric to identify the most effective times to run your ads, which can have a significant impact on your ROI.
Conversion rates can also be determined by the type of action a visitor takes after clicking your ads. This is an important metric to track because it lets you know which ads are performing best and which can be improved.
Keyword Metrics:
A key metric for any PPC campaign is your keyword list. It’s important to choose the right keywords that will drive traffic and conversions. A good way to do this is by testing new keywords and experimenting with different wordings. This will help you find out which words perform well, while also helping you create more targeted and cost-effective campaigns in the future.
The keywords you choose should be relevant to your business and industry. This will make your ads more effective and lead to higher ad positions. It’s also important to monitor your results and make adjustments to your keywords if they don’t perform as expected.
You should also create ad groups that house related keywords, landing pages and text ads. Having these ad groups in place will allow you to target the most relevant keywords and improve your ad quality score and click-through rate.
It’s also a good idea to test your ad copy to ensure that it aligns with the search intent of your target audience. If the ad copy isn’t a good match, your click-through rate will likely drop and your quality score will decrease, which could hurt your budget.
Other important ad metrics include impressions and ad position. These metrics are vital to the success of your PPC advertising campaign, as they help you understand how many people see your ad and what position it shows up in on the SERP. They can also be a good way to compare ad groups and keywords to see which ones are more effective.