How Green is Your Pay Per Click Advertising?
So as to traverse forward, measuring the success of an ongoing effort is very much critical. And, so is the case with digital marketing techniques too. Without measuring the performance, holding on to a digital marketing initiative is of no use. And, that too with pay per click advertising, businesses should be on feet with multiple measurement techniques so as to gauge the performance of varied pay per click advertising campaigns. With pay per click campaigns, it’s all about figuring out the Return on Investment (ROI) for the amount spent. Analyzing these metrics enable businesses to comprehend the success rate and gives them the room to identify the areas that need improvement and accordingly tweak the campaign objectives and certain critical parameters.
By associating with PPC advertising agencies, businesses can get to know the most vital metrics that forms the basis for a meticulous PPC performance analysis. Below are the metrics that offers crucial insights about the success of any PPC campaign. And, this can help you determine how green is your pay per click advertising.
- Click through Rate (CTR)
This is supposed to be the most important metric as far measuring the performance of PPC campaign is concerned. CTR gives an indication about the quality of ad copy, relevancy with the respect to keywords and the matching nature of corresponding ad copy that was displayed for keywords. Cost per click (CPC) comes down when the CTR is higher.
Poor CTR signals rework with respect to keywords and PPC ads.
- Quality Score
The Quality score gives an inference on the relevancy of keywords to ad campaigns. It is measured in a range of 1 to 10. Ads with good quality score will appear in increased position in search engine rankings. Perhaps, it’s the quality score that determines the amount to paid by businesses for each ad click.
Quality scores should be monitored on a steady basis. There are keywords with a high-quality score. Whereas, on the flip side, there would be keywords with the poor quality score too. In order to better the performance of PPC ads, campaign managers should have an eye on the quality score and optimize the keywords list as and when the quality score drops down.
- Cost per conversions
At last, this a metric that focusses on the Return on Investment (ROI). It gives you a clear estimate on the amount spent in acquiring a new customer. Campaign managers should analyze the figure against the amount of business being earned from a new client. If at all the campaign cost is extremely high, not worthy for the amount the business earns from a respective client, then optimizing the PPC campaign is a must. Efforts can be made to bring down the cost per conversion by making some tweaks to the PPC campaign. This metric also sheds light on the conversion that happened through the web as well through phone calls.
- Bounce Rate
Bounce Rate metric sets the tone for optimizing certain critical areas of your campaign. If the bounce rate is 100% then it is an indication that something is wrong with your landing page. While reading the bounce rate, also do verify the number of clicks. Bounce rate doesn’t make any sense if there happens to be only a handful of clicks.
- Search Impression share
Perhaps, many campaign managers are not aware of this metric. But in reality, this is a metric that is detrimental to the success of an overall campaign. Technically speaking, search impression sheds light on the total percentage of time the ad was served. A careful analysis of the metric will help campaign managers regain the lost opportunity due to stiff competition.
Impression share highlights the percentage of searches lost due to budget restrictions. High performing campaigns can be allotted increased budget as it can yield better conversion.
- Amount wasted
Amount wasted indicates the total amount incurred on people who clicked through the ad but didn’t get converted. Wasted spend can be brought down to a considerable extent by adding negative keywords to the ad campaign. This will lessen the chances of ad popping up to people who type that negative keyword in the search query.
Getting familiarized with PPC metrics is a must for campaign managers. Seeking the help of PPC experts associated Digital marketing companies will be of immense help.