Pay-Per-Click (PPC) campaigns have gained popularity in this era of online business interactions. The reason behind this is the amount of data they provide. Therefore, it becomes the key to understanding your campaign, consumer satisfaction, target audience, and success and failures. But it’s crucial to understand the different PPC trends and metrics to use for successful campaigns. Here’s a guide to help you.
1. Impressions shares
It refers to the percentage of all impressions on your ads. An impression is counted when a person views your ad, whether or not they click. For instance, if there are 1000 searches on your keyword and your ads are shown 700 times, you have a 70% impression share. Measuring impressions is vital because they tell you if your ad reaches your audience and boosts brand awareness. When you get strong impressions and low clicks, the audience doesn’t find the ad relevant for a click. AdWords PPC management providers recommend the inclusion of broad-match keywords to raise impressions.
2. Clicks
Clicks are necessary, especially if your campaign is to build brand awareness. Clicks are the number of people who click on your business ad. The paid ad click is the beginning of the sales process. The number of clicks you get determines how much money you are spending. Sometimes clicks show opportunities or problems. For instance, a rise in clicks might mean it’s time to increase the budget on keyword bids. When clicks are low, you may have issues with the ad. This metric is most used to know which ads are performing and which aren’t.
3. Cost Per Click (CPC)
CPC are like clicks; they let you know valuable trend information in AdWords PPC management. They are based on the competitiveness of your chosen keywords. If CPCs increase, you must use long-tail keywords to attract more targeted traffic. In addition, you can also increase your maximum bids on essential keywords to remain competitive. In addition, they can also help you form your budget. You can do this by clicking per cost, average conversion rate, and monthly sales goal.
4. Quality score
It refers to the rating that shows how relevant users are likely to find your ads compared to other advertisers. An excellent quality score translates to more authentic and qualified leads. According to local SEO in Australia, a low score shows you may require changing your ads, keywords, or landing pages. If you do, your campaign may save a considerable advertising spend.
Compiling relevant user reviews and ensuring ad messages and landing pages are appealing for excellent quality scores. In addition, you can use a mix of keywords, for example, broad match, geo-targeted, or long tail.
5. Click-Through Rate (CTR)
This metric measures the number of clicks your ad gets per 100 impressions. It shows how regular people who come across your ad click on it. According to local SEO in Australia, measuring CTR shows how well your ad is received. It also indicates that the message is clear and users find the Calls To Action (CTAs) relevant.
When the ad gets a high CTR, it contributes directly to the quality score. Although an excellent traffic metric, it doesn’t track users’ actions after clicking. If your impression is strong and has a low CTR, improve your ad by A/B, testing the ad copy and design elements. In addition, you can increase it by personalising the message for target demographics by dividing by firm, industry and region.
6. Cost Per Acquisition (CPA)
CPA measures the total number of conversions based on your ad spending. Therefore, it’s easy to compare the efficiency of various digital marketing mediums by comparing CPA or the cost incurred per lead. It’s vital to compare CPA because it helps gauge the overall Return on Investment (ROI) for ad campaigns on all digital platforms. It’s recommended to enable tracking month-on-month changes in CPA. If the CPA changes by 5%, you must decrease total costs or increase conversions.
7. Revenue on Ad Spend (ROAS)
The metric measures revenue generated by your campaign against the entire ad spend. ROAS allows you to compare the efficiency of various PPC campaigns by pitting revenue percentages against each other. It’s essential to measure ROAS. The higher it is, the better your campaign generates revenue for the business. To improve ROAS, divide your campaigns to convey relevant messaging in paid campaigns and target higher-value accounts.
Data is essential, and interpreting it correctly means creating fruitful campaigns. However, it’s vital to know the main business aim of PPC advertising. Monitor and enhance your PPC campaigns continuously by taking proper actions. They may include eliminating keywords, updating landing pages, expanding geo-targeting and adjusting bids. Following and using the metrics and insights will lead to rewarding campaigns, leading to conversions.
