Unsure whether your PPC campaigns are performing as well as they should?
Here are the 10 Most Important KPIs you should be tracking and why they matter!
One of the services we offer at Vektor Strategies is Google PPC advertising. When running PPC campaigns, it’s pivotal to understand what dictates success or failure for a campaign, so you can continuously optimize performance.
Let’s get some basic terms out of the way. We don’t want to be know-it-all marketers with all of our confusing acronyms and terms that nobody understands.
This blog was designed with a single goal in mind: to help you understand which PPC metrics your team/agency should be reporting on, and how you know if you are on the right track for your campaigns.
It’s important not only to report on these items, but to report on them regularly, and to measure progress/change over time. It’s not just the metric (data) itself that’s important, but how it is compared to a previous period or term that really matters.
(For example, if the conversion rate on your website is 5% and that’s all you know, you can’t tell if that conversion rate is good, or bad. You must compare it to last week’s conversion rate based on optimizations and tests you are running.)
It’s important to first understand the Hierarchy of marketing to understand how this tactic fits into the overall picture.
With specific regard to paid advertising, please remember that PPC is typically only a tactic for a much larger strategy, and as a CEO/CMO/Marketing Director, it’s up to us to understand and receive reporting for how the strategy fits into our overall business objectives.
This blog will help you do exactly that so you can keep the pulse on what matters!
PPC – Pay Per Click Advertising (Google Adwords, Yahoo, Bing!)
KPI – Key Performance Indicator
First, it’s the most important to understand how PPC management works. A great agency will utilize the scientific process to create a theory, and then test that theory with ‘optimizations’ appropriately and measure the results using the data/metrics.
The business objective is meant to be reached with the strategy of running paid advertising and we need to make sure the paid advertising is producing new customers profitably so that we can scale the campaign?
The entire optimization process is a series of tests commonly referred to as A/B tests or split tests performed over a specified time frame with controlled measurement.
EX: We believe that if we change the button color on Landing Page A, our conversion rate will increase and therefore our cost per lead will decrease.
As you continuously run controlled tests, your account/campaign performance will either get better, or worse. The only way to know that is to measure based on campaign and company objectives.
Here are the top 10 KPIs your team/agency should be tracking for your PPC campaigns
(Organized in order of the funnel/customer journey)
Depending on your overall company objectives, some of these metrics may be more important than others. At Vektor, we are a performance marketing agency so we focus on results more than impressions. Results typically mean sales, leads, appointments or whatever aligns best with your company’s objectives.