Unlocking the power of PPC Analytics: Which KPIs to choose and how?
With the rise of digital marketing in the modern business sphere, marketing campaigns are becoming more adaptable, computable, and reliable. PPC analytics is an avenue of digital marketing employed by many businesses to reach the full potential of PPC advertising with the power of search engines for greater exposure of their brand.
The progress of a PPC (Pay-Per-Click) campaign is measured by KPIs (Key Performance Indicators). KPI’s work like mercury on a thermometer, fluctuating to offer a precise set of data as to where a campaign is thriving and where it is lacking. While there are many KPIs to track, the onus of selecting a few of them to focus on for a particular campaign can be quite confusing. Fret not. Here we are to unload the burden off your shoulders and inform you of the KPIs with PPC analytics you should focus on for your campaign’s success.
FURTHER READING
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> 5 Google Analytics Reports Every PPC Marketer Needs To Know About
The most commonly used PPC KPIs in digital marketing campaigns
PPC advertising campaigns are carried out with a number of factors. All the factors can be monitored by PPC analytics. What’s the product in focus? What’s the target audience? Where is the location of the campaign? What is the purpose of the campaign? All of these questions, and many more, define the outline of your PPC campaign. Making it easier to understand. Do you know the factors to consider before making the choice for monitoring PPC KPIs? Some of the most commonly monitored KPIs are: –
- Clicks: The number of times users have clicked on your ads.
- Impressions: The number of times your ads were displayed to users.
- Click-through rate (CTR): The ratio of clicks to impressions, expressed as a percentage.
- Cost-per-click (CPC): The average cost of a single click on your ad.
- Conversion rate: The ratio of conversions (sales or desired actions) to clicks, expressed as a percentage.
- Cost-per-acquisition (CPA): The average cost of acquiring a customer or converting a user into a sale.
- Return on Ad Spend (ROAS): The return on investment from the campaign, expressed as a ratio or percentage.
3 Things to keep in mind for choosing the right KPI(s) for your campaign with PPC analytics
Just like a sword cannot be used to sew clothes, and a needle cannot be used to fight wars, not every PPC KPI can produce results relevant to every campaign. Each campaign has its own nature, purpose, and requirements. Here are three key KPI determinants for you to monitor: –
#1 The PPC Platform being used for PPC analytics
Yes, Google is by far the most popular platform for doing PPC analytics for PPC campaigns. It commands as many as 8.5 billion searches per day. But it’s not the only one. Google’s SERPs (Search Engine Result Pages) primarily showcase text-based results. Therefore Google Analytics it is ideal for brands whose PPC strategy is more text-oriented. However, PPC strategies are also based on platforms like Instagram which are photo and video-based. In both cases, the KPIs in focus would be different as the way the audience responds to an ad is different on both platforms.
#2 Demographics of your audience
The demography of people plays a major role in their choice of platform, online behavior, and reception towards designs of a campaign. You should design the PPC ads keeping the culture and psychology of your audience in mind. If you are tracking the demographics, you should track the KPI’s according to the impressions. You should also make sure to monitor the clicks and CTR after a certain level of impressions is reached.
#3 Purpose of advertising
The purpose of PPC advertising campaigns plays a vital role in deciding appropriate KPI to monitor. This is crucial for assessing the effectiveness of the campaign. If the aim of the campaign is just to raise brand awareness, you should monitor the impressions to get desired results. However, if the aim is to generate leads or drive greater conversions, monitor KPIs like CTR and Conversion rate.
Conclusion: PPC analytics is the path to campaign success
Tracking PPC KPIs for PPC analytics is quintessential to ensure your PPC campaign has no loopholes. Having so might adversely affect the performance of the campaign and ultimately, pose a hurdle to business goals. To monitor all known PPC KPIs is time-consuming and wasteful use of resources. Also, ignoring any important PPC KPI can prove to be detrimental to the effectiveness of the campaign. Hence, it is essential to analyze our needs, requirements, and resources before deciding on the KPIs to track with PPC analytics.
Partner with Cliffex to gain access to our expertise in PPC advertising. We use sophisticated, nuanced PPC analytics and monitoring systems. We focus on all necessary KPIs which bring you a comprehensive report of the performance of your PPC campaign. Our effective solutions ensure that each step you take, uplifts you to success.