A Pay-Per-Click campaign (also commonly referred to as a PPC campaign) can offer you some huge potential benefits that provide your business with more traffic, more inquiries, and higher rankings on the search engine results in pages that you’ve targeted.
However, for the majority of businesses, the goal of a PPC campaign isn’t just a short-term thing. To ensure you’re getting the best return on your investment possible, you’re probably going to be looking at ways to measure and analyze the success of your campaign. After all, those short-term results are hopefully playing into some carefully planned out long-term goals for your business.
But how will you measure the success of your next PPC campaign? And how can they help you to see the bigger picture for your business? And most importantly, how can you ensure you don’t begin to doubt a campaign before giving it the right amount of time to achieve your goals?
Which method of measurement works best for your business?
Whether you’re going it alone or utilizing the expertise and guidance of reputable paid search marketing services, your campaign requires time to gain momentum and grow before you dig into the analytical side.
However, when it’s time to measure the success of your PPC campaign, knowing which method of analysis works best for you is vital to ensure future growth and success. Below are some of the most popular analysis methods for paid marketing campaigns.
Cost per conversion / ROI
This is a crucial deciding factor, as it determines the amount you’ve spent to get a new client. And, of course, if the PPC campaign costs more than the amount you’ve taken in from a new client or conversion, this insight can help you adjust your budget or campaign plan accordingly.
The click-through rate
Also known as CTR, the Click-Through Rate is considered an important metric. A high CTR means your ads are working well, and your CPC (Cost Per Conversion) will decrease. To calculate the CTR, you take the number of clicks you’ve gained and divide it by the number of impressions.
The quality score
This helps to determine the overall quality and performance of your combined keywords, landing pages, and ads. This is vital information as you learn how Google views your ads and how it benefits a customer’s search query. Generally speaking, a good quality score means increased ROI and rankings.
The bounce rate
Bounce rates offer valuable insights into how many people make a one-page visit to your website before leaving. A high bounce rate can sometimes indicate a poor user experience, so if your PPC activity has increased the overall bounce rate, it may be worth researching how relevant your keywords and adcopy are.
Knowing how to measure the effectiveness of your PPC plan allows you to gain more insights into what’s going well and, more importantly, what isn’t going well. With this added information, you’ll be able to invest more wisely in the areas of PPC that work best for you and plan a more prosperous future.
