For any PPC Campaign, setting goals before the campaign starts is the most crucial activity. Goal setting helps in understanding, tracking and measuring the metrics 24/7 to know whether you reached your goals or not. Since most of the goals are specific and are all a number game, at the end of the day you should be able to figure out what metrics you have in hand in order to figure out how far you’ve achieved the objective of the PPC Campaign.
The goal of the PPC Campaign can be on Brand Reach/Impressions, Engagements, Clicks on the Ads, No of Conversions or Return on Investment etc., For example, if you’ve set your goal to spend $1000 and get 1000 Clicks and at least 100 conversions, you need to measure your total cost and total conversions and the goal and optimization can be on Reducing the Cost per Conversion.
As we go deeper into PPC campaigns management, you will want to start measuring other metrics and segmenting data into different channels which measure KPIs in order to understand how well your campaigns perform. These are some common goals set by businesses while enabling a campaign.
- Impressions/Reach – The number of times your ad was shown in the search results. Small businesses or Ecommerce of new brands tend to use this more often for better brand awareness.
- Clicks – This goal is to attract more traffic to the website or the landing page. More the number of clicks, more the budget will be consumed.
- Click Through Rate (CTR) – Expected to have more clicks on the ads. Measured Total Clicks / Total Impressions X 100
- Cost – The Cost represents the total cost for all clicks from all the campaigns for a particular time period.
- Average Cost per Click (CPC) – This is measured as the Total cost / the total number of clicks. Most of the advertisers tend to spend less on the click especially when they’re bidding for more clicks.
- Impression Share – The Impression share is an unique strategy applicable for those advertisers who want to get the top position on search results or more impressions for the same Product/Service compared to competitors. This is measured as the Total percentage of the number of times your ad could have been shown vs the actual number of times it was shown.
- Conversions – Conversions is the most common bidding strategy for advertisers. This defines an action that has to be completed by the person who clicked on the Ad. The number of conversions depends on the time period that was set during the campaign creation.
- Quality Score – The quality score depends on the relevancy of the keywords, Ad Texts and Landing page which affects the clicks rate and also CPC. Recommendation is to keep the Quality scores higher for better Ad performance.
It’s important to assess and understand all your PPC campaigns to find out which part works and which needs to be reedited. Immersive Radical Digimedia is one of the leading PPC Management Company in Bangalore and helped hundreds of clients to achieve their PPC Goals. Contact us for a free PPC Audit and Consultation Service today.