Which PPC Metrics Should You Focus On for Better Results?

July 16, 2020
Which PPC Metrics Should You Focus On for Better Results in Sweden

Which PPC Metrics Should You Focus On for Better Results in Sweden?

We at CodeLedge are Sweden’s best Digital Marketers and have rich knowledge of handling the PPC campaigns efficiently. If you have any questions, feel free to talk with us here.

Refining down the correct work process, structure, and strategy for you boils down to knowing:

  • Which metrics to focus on?
  • What kind of “improvement” do you need to see in the metric?
  • How long to give your tests before checking the metric again?

Search Engine Journal answer these questions, they also parse the metrics into three basins:

  • Core metrics: Important success/failure indicators.
  • Directional metrics: Not important enough to report on/be accountable for, but useful in directing management efforts.
  • Vanity metrics: While a case can be made for every metric being “important”, these are truly just fluff.

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.

Which Metrics to Focus On

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”.

For Leads/Sales

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.

For Brand Awareness

If your objective were to change to brand awareness, metrics would shift.

Core metrics for brand awareness:

  • Impression share (including top of page and absolute top of page): Of the potential impressions you could be getting, how many are you securing, and how many are at the top of the page.
  • Impressions: Amount of times your ad is displayed.
  • Views: Amount of times your ad is seen.
  • Brand lift: Increase in branded search/recall

Directional metrics for brand awareness include:

  • Conversions: Getting leads in a new market indicates you’re going in the right direction.
  • Assisted conversions: How much the campaign is empowering other campaigns.
  • Earned views: How many organic views of your content come from an ad?
  • CTR: Are the clicks intentional or accidental (leading to an evaluation of placements)?

Vanity metrics for brand awareness include:

  • Quality score
  • Optimization score

The Takeaway

Dependent upon your objectives, you’ll need to value metrics differently and adjust success/failure standards accordingly.

We at CodeLedge are Sweden’s best Digital Marketers and have rich knowledge of handling the PPC campaigns efficiently. If you are still confused, or having trouble with your PPC campaigns. Ask us for the help at hi@codeledge.com or get a quote from here.

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