If you are running a campaign, you need to know how it is performing. Digital marketing has made analytics so interesting that professionals like analyzing them. Here are the top key performance indicators used while running campaigns in PPC.
Brief information about Key Performance Indicators one by one:
1. Clicks
The initial indicator of your campaign is the clicks. The conversions in the market start to happen from a click. The managers often use it to monitor the growth of the campaign. However, if the growth does not seem expected, they may make changes there only.
2. Click-Through Rate
This is the total impressions in a month divided by the overall impressions. Knowing your CTR is a tough and an achievable task. Managers try to hit the mark, but again, there is a lot to know about it.
3. Quality Score
This is the score that tells about the appropriateness & relevance of the content with the campaign. Generally, a score lower than 6 indicates the poor quality of your campaign. Rating from 7 to 10 is an average performance indicator.
4. Cost Per Click
This is the cost paid for the campaign. The budget is generally determined before the campaign, as money always matters. It is calculated by dividing the total cost of a campaign by the number of times the ad clicked in that campaign.
5. Cost Per Acquisition
Whenever the campaign acquires a new user, the cost per acquisition is paid. It is similar to CPC and pre-decided as well. For a targeted CPA, you need to know about a handful of bidding strategies. Also, you need to have at least 30 conversions in the last 30 days.
6. Conversion Rate
To know about the success of your campaign, conversion rates are measured. Also, the campaigns are optimized based on the clicks. To create it for conversion, you need to have at least 15 conversions in the last 30 days.
7. Impression share
The impression is the visibility of your ad, no matter if the viewer is clicking on it or not. It gives an insight into the competitiveness of your campaign. If the impression share is 50%, then the other 50% lies with your competitors.
8. Average position
The average position is an indicator to show the position to the advertisers. You being the highest bidder does not make you number one while positioning. The rank of your ad decides it.
9. Budget attainment
A pre-determined budget is always allocated to the marketing team to run various campaigns. It is then checked if the campaigns ran within that budget or ran out of it. It is a crucial indicator concerning the PPC.
10. Lifetime value
This is one of the prominent indicators in regards to the health of the account and a check on the abilities of the campaign runner. Also, the manager needs to be very attentive in terms of running the campaigns.
Conclusion
There can be more KPIs to the PPC for your business. However, the crucial ones are addressed above. Also, learn and apply them and see what changes they bring to your business.
