How do you know if you have an effective Pay Per Click Management Company at the helm of your campaign? Is getting a lot of conversions an indicator? Or perhaps a high click through rate? Here it from the expert, and find out what’s the best way to check to make sure that your PPC campaign is on track and getting the results you want.
1 – Get a professional to manage your PPC campaign
2 – What metrics can measure PPC campaigns?
3 – Metric#1 Impressions
4 – Metric#2 Clicks
5 – Metric#3 Click Through Rate
6 – Metric#4 Conversion
7 – Metric#5 Conversion Rate
8 – Metric#6 Cost Per Conversion
A Google Adwords Campaign in the wrong hands can be dangerous- get the wrong person on the helm and you can have your ad showing on none relevant searches and non-relevant websites. Before you know it, you’ll be burning through your budget like there’s no tomorrow. That’s why we recommend getting a professional Adwords management service to manage your campaigns. Whether it’s ClickJam.com or someone else, you still want to make sure that those campaign managers are performing. So what are some of the metrics that you can measure to make sure that your campaign is on track?
The first metric that you can measure is the number of times that your ad appears in the search results or content placements. Now that is referred to as impressions: the amount of times your ad has an impression out there on the internet. This is a good thing to measure if your main objective is branding as this really tells you how many times your ads have appeared and how many eyeballs potentially they’ve got in front of.
The second thing you can measure is clicks, and that, simply put, is the number of times your ad has been clicked on and people have visited your website or landing page. This is really good if you want to measure traffic because it simply is the amount of people that visited your target URL.
Click Through Rate
The third thing you can measure is click though rate or CTR, and that simply is the percentage of clicks an ad gets relative to the number of impressions, i.e. impressions divided by clicks equals click through rate. This is an indication of how relevant your ads are, and ultimately, this really is the aim because Google reward relevancy. When you get a higher click through rate Google will give you higher ad positions which in turn increase your click through rate again and lower cost per click.
Measuring impressions and clicks in one thing, but for most for most people it’s really going to come down to conversions, and you will have to ensure that you’ve got conversion tracking set up to make sure that you can track this, and it literally is a piece of code that you place after your thank you page after you opt in to your email list perhaps or after a purchase through your shopping cart, and this will allow you to track how many people from Google Adwords have finally resulted in a lead or a sale.
I’m suggesting that for many people, in fact for most people, this is probably going to be a critical measurement. It’s all well, getting impressions and visibility out there on the internet and it’s all well and good getting traffic, but if that traffic does not result in conversions, i.e. leads and sales, there really is no point. So make sure whomever you’re using to manage your Google Adwords campaign that they’re not just driving impressions and traffic, and that they’re driving conversion, because you want it to result in real business.
The fifth thing you can measure is conversion rate, and that simply is the number of leads or sales divided by the number of clicks. And this is going to indicate how well your landing page is, or website are performing, and how relevant your traffic is. When you get relevant traffic to a relevant landing page on your website, you get high conversions.
Cost Per Conversion
The sixth number you want to measure is cost per conversion, and this literally is the number the leads or sales divided by the cost of the traffic. To get those leads or sales, you want to drive this number as low as possible or at least to a point where it’s profitable for you, because when you can get a conversion for $10 but the value of that conversion to you is $15, you’re in profit. And all you want to do then is cram as many leads into the system as possible.
This has been James Reynolds. I hope you found this week’s Pay Per Click News helpful. Please leave a comment wherever you find this video and share it via Facebook, Twitter, LinkedIn or even Google+. I’ll see you on next week’s news.