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Refining down the correct work process, structure, and strategy for you boils down to knowing:
Search Engine Journal answer these questions, they also parse the metrics into three basins:
It’s critical to take note the designation of a metric as “center”, “directional”, and “vanity” are only the assessments and not official designation from the ad networks.
Concentrating on core metrics may seem like an easy decision, but relying upon the campaign goals, it probably won’t be evident which metrics to assign as “Core”.
If you’re after leads/sales, the following metrics should be your core metrics:
Conversions: actions you’re advising the ad network to treat as significant.
CPA: Cost per conversion, dictated by what you’ve allowed to be included in conversions.
ROAS: Gross profit generated from conversions attributed to ad spends.
Conversion rate: Of the possibilities who clicked your advertisement, how many converted?
These will be your directional metrics:
CTR (Click through Rate): Of the individuals who saw your advertisement, how many clicked?
Impression share: Of every accessible impression, how many is a given campaign/keyword getting.
Top of page rate: Of the times your advertisement served, how frequently was it at the top.
Average CPC: How many clicks can your budget fit in the day?
I consider these vanity metrics in leads/sales campaigns:
Quality score: Score 1-10 Google gives you dependent on historical CTR, ad relevance, and landing page understanding.
Impressions: How many times your promotion has been seen.
Optimization score: Score Google gives your campaign dependent on how many suggestions you implement.
Metrics fall into these buckets because of their fluctuating effect on the leads and sales objective.
If your objective were to change to brand awareness, metrics would shift.
Core metrics for brand awareness:
Directional metrics for brand awareness include:
Vanity metrics for brand awareness include:
Dependent upon your objectives, you’ll need to value metrics differently and adjust success/failure standards accordingly.
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