Running a PPC (pay per click) account successfully involves using the trial and error method. It helps in forging a path towards obtaining positive ROI (return on investment). The method includes knowing: which metrics to concentrate on, what sort of improvement is needed in the metric, what duration to let the testing go on before checking the metric again.
PPC Metrics to Consider for Positive ROI
Focusing on these questions enables you to infuse the correct workflow, structure and strategy into your PPC campaign. It is imperative to concentrate on these main metrics: core metrics (significant indicators of success/failure), directional metrics (not essential to be accountable for, but helpful for guiding management efforts), and vanity metrics (superficial/for show).
The core metrics for sales/leads include conversions, CPA (cost per acquisition/conversion), conversion rate, and ROAS (return on ad spend); while the directional metrics for sales/leads include CTR (click-through rate), impression share (for particular keywords/campaign), top of page rate, and the average CPC (cost per click); and the vanity metrics for sales/leads include quality score, the number of impressions, and the optimization score.
The core metrics for brand awareness include impression share (top of page and absolute top of page), the number of impressions, the number of views, and the brand lift (rise in branded search/recall); the directional metrics for brand awareness include the conversions, assisted conversions, earned views, and the CTR (click-through rate); and the vanity metrics for brand awareness include the quality score and the optimization score.