PPC marketing helps generate quick marketing results. But that`s when you align your marketing campaigns with your audience`s needs.
When your campaigns solve people`s needs, it`s easy to persuade them to perform your call to action, which enables you to achieve your marketing goals.
To know whether your campaigns are profitable, you must know the PPC marketing metrics to track so you can examine if you get your desired results.
Apart from helping you know your ad campaigns` performance, you will also learn how to improve them to generate more profits.
Ad campaigns` mismanagement leads to failure in PPC marketing, but you don`t have to experience that.
This article covers the PPC marketing metrics to track, so you can learn how to improve your ad campaign performance and increase conversions.
What PPC Marketing Metrics Mean
PPC marketing metrics are the factors that contribute to your marketing campaign performance.
You can determine these metrics by measuring the actions people take on your ad campaigns, depending on your marketing goals.
For example, if your goal is increasing sales, you should examine metrics like click-through and conversion rates to see if people are buying your goods.
Here are the main PPC marketing metrics you should consider to create effective campaigns.
Quality Score
This is a metric used to measure your ad performance against other advertisers.
To increase your ad quality score, you should use keywords relevant to your campaign goals and audience`s intent.
For example, if you want to increase sales to your freelance writing courses, use keywords that target people with buying intent. That can mean using keywords like cheap freelance writing courses.
Besides, create responsive landing pages and write ad copy that shows your audience how they can benefit by performing your calls to action.
A high ad quality score increases your ad rank, contributes to a high click-through rate, and increases the potential to drive sales.
Check this ad quality score guide and learn how to create and track ad quality scores and bring conversions to your campaigns.
Clicks
This refers to the total number of clicks your ad gets. It helps to know your ad quality score so you can improve it.
If your ad campaign gets many clicks, it signals that people are attracted to it.
Clicks are determined by the relevance of ad keywords with the search queries.
To get many clicks, create landing pages that showcase relevant product photos, colors, and copy that reveals the value people can get from your products.
An example is when you sell wedding flowers. Ensure to include the flowers` pictures, and use colors like pink, yellow, red, and purple. These colors align with the products and make people picture how beautiful their functions will be when they use them.
Moreover, use a copy that shows how the products can help people achieve their objectives.
Here is content to learn copywriting practices to help you copy that has a high click rate and the potential to drive conversions.
Cost-Per-Click/ CPC
Cost-per-click (CPC) refers to how much you pay for each click your ad campaigns get.
It is rated according to keyword competitiveness and industry.
Tracking your ad campaign cost-per-click enables you to choose keywords that align with your campaign budget, helping you avoid losses.
You can calculate your PPC marketing CPC metric by dividing the total click cost by the number of clicks an ad gets.
High-volume keywords in industries like law, real estate, education, etc., are expensive to bid for.
Here is a list of the most expensive keywords.
Tracking cost-per-click helps know if your keywords are affordable or expensive.
If your keywords are too competitive, you can make them long-tail ones to target a specific audience. Doing this will reduce the keywords volume, but will increase your chances of ranking and attracting buyers. Plus, your CPC rate will also be reduced.
Impressions
This kind of marketing campaign is mostly used for brand awareness. It implies the number of times ads get viewed.
Impressions are paid for in the cost-per-impression model. That`s whereby you are required to pay for every 1000 impressions your ad gets. So if you want to get 10,000 views and the advertising network charges $5 for 1000 impressions, you will pay $ $50.
To get value for your money, you need to reach your ad campaign impression target.
Tracking the views your ad gets helps you know whether people are attracted to your business or not so you can adjust your campaigns.
This content shows how you can track your ad campaign impressions.
Click Through Rate
Click-through rate refers to the percentage of viewers clicking your ads.
A high click-through rate determines that your ad campaigns are helpful and relevant to your audience, which increases the potential of making sales.
If your ads get a low click-through rate, it means that your campaign doesn`t benefit your audience and you need to improve them.
Enhancing ad campaigns requires
- Using landing page colors aligning with your audience
- Adding clear, relevant images
- Creating helpful copy
- Using clear intriguing calls to action
To know that, you need to track the click-through rate your ad campaigns get.
If you get a low click-through rate, you can research your competitors to know how their ads perform.
This enables you to identify the people`s search intent and persona and learn how to create campaigns that resonate with them.
Check out this resource and learn more about how to conduct competitive research.
Ad Spend
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This refers to how much you are willing to spend on your ad campaigns.
Your campaign strategy determines your ad spending. For instance, if your goals are increasing sales, you need to plan
- The amount of results you want to get
- Your target audience`s demographics
- The keywords you need to use
These factors help decide the budget you need to set for your campaigns. You may be required to bid for affordable or expensive keywords.
High-volume keywords are expensive to bid for, especially if they target locations where many people buy goods online, eg, USA, Germany, UK, etc. You will need to spend a lot of money on your ads to target such keywords in these locations and drive conversions.
Tracking your ad spend helps you tweak your marketing campaigns and increase the chances to make conversions.
To track your ad spend, set a daily, weekly, or monthly budget. This helps monitor your ad performance and see how to adjust your budget to avoid overspending and incurring losses.
For instance, if the keyword is Lenovo laptops for sale and it is competitive, you can make it Affordable Lenovo laptops for freelance writers in Colorado.
That makes the keyword target a specific audience in a particular area, which helps attract clients in your locality and increases the potential to drive sales.
Here is content that explains more about how to track your ad spend.
Conversion Rate
Conversion rate is the number of people who perform your landing page call-to-action after clicking on your ad.
That depends on your campaign goals, whether it`s increasing
- Sales
- Brand awareness
- Traffic
- Leads
If you get few or no conversions, it might be because you target an irrelevant audience intent, create poor landing pages, or write weak ad copy.
You can know that if you track the number of people who click and perform your calls to action.
Every PPC network has inbuilt tools that track conversions, which makes it easy for you to see if your ads convert or not so you can adjust them.
Your campaigns should align with your brand goals and your audience`s intent for you to achieve your PPC marketing objectives.
Cost Per Conversion
This implies how much it costs to generate a lead or client.
Cost-per-conversion helps gather marketing data that helps you know how to set campaigns that can bring a high return on investment.
It enables determining how much it is to acquire new clients and whether your leads or conversions can bring profits so you can set proper PPC marketing campaigns in the future.
You can calculate your cost-per-conversions by dividing your total ad cost by the number of conversions.
So, if your ad campaign costs $100 for 100 conversions and you get 50 conversions, divide $100 by 50, which equals $2. So your cost per conversion is $2.
Return on Ad Spend
This refers to the profits or losses you get from your ad campaigns.
Return on ad spend helps examine what your audience needs so you can set campaigns that align with their intent and attract sales.
Additionally, this PPC marketing metric enables you to know keyword prices so you can set budgets that can help you get a high return on investment.
You can calculate the return on ad spend by dividing your ad income by the amount of money you spend on your ad.
For example, if you spend $300 and get $900 in return, divide $900 by $300, which equals $3. That means you made $9 for every $3 you spent.
Learn PPC Marketing Metrics and Create Ad Campaigns That Convert
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If you want to enhance your ad performance, track the PPC marketing metrics aligning with your goals.
This involves knowing your ad campaign's click-through rate and conversions, which you can determine by using keywords relevant to your audience`s intent.
Knowing the PPC marketing metrics to track helps know how to set your ad spend and create ads with a high-quality score, enabling you to increase conversions.
Share this content and help others learn how to track and set marketing campaigns that bring profits.
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