Pay Per Click Key Performance Indicators (PPC KPIs)

Key performance indicators

As a pay-per-click account manager, I use various metrics to track the success of a given campaign, depending on what that campaign is trying to accomplish and also what stage that campaign is at in relation to campaign maturity. .

For many small business owners new to the concept of PPC advertising, this may seem complicated and in essence it is, however I think I can break it down to provide a clearer view so you can judge for yourself and keep a close eye on it. your PPC. Campaign.

Quality Score

First of all, you may have come across the term Quality Score (QS). Quality Score Does what it says on the tin, rating the quality of your advertising out of ten. The quality of your advertising is primarily judged based on the keywords relevant to the ad you are placing and the relevance of that ad to the page on your website that you are driving traffic to (Landing Page). You can already see from the scroll that the key is relevant and PPC advertising maintains this theme in its entirety.

click for ratings

If you look at the AdWords interface or any reports you’ve received from a designated account manager, you’ll see a metric called CTR, which stands for click-through rate. Producing a high click-through rate as soon as you start your campaign is absolutely crucial to the future success of all PPC campaigns.

Click-through rate explained

Click-through rate (CTR) is the clicks on your ad divided by the number of times your ad was shown (impressions). This is important because it also shows relevancy, as the fewest times displayed and the most clicks show that your PPC campaign is targeting searchers who are interested in what you have to offer. Ultimately this will have a massive impact on your Quality Score (QS) and is the most important factor taken into account. The higher your Quality Score, the less you pay for your clicks because your ad campaign is relevant and targeted to searchers looking for your products or services.

The theory goes

The theory behind this model is that advertisers serve ads that are relevant, search engines are interested in ads that are relevant, and by extension, they are likely to click on your ad and even convert to paying customers. which enables a better experience for search engines, the advertiser and Google because search engines and advertisers will continue to use the Google search engine.

Follow the metrics

Tracking these metrics in the first place will allow you to judge the performance of any new PPC campaign in the early stages; however, don’t lose sight of what really is a measure of success and that is your Return or Return on Ad Spend (ROAS). ). In my next article, I’ll explain what metrics to measure in the next stages of your campaign maturity, why we use them, and how we use this information to apply an optimized strategy that will increase your Return on Ad Spend (ROAS).

Do you want to know how this applies to your PPC campaign?

If you have any questions about this article and how you can apply this information, please contact me directly through any of the channels I have listed on my profile and visit my new blog PPSee Services for more information for new or engaged small business owners. to PPC advertising.