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What are the key metrics to track and analyse in PPC advertising?

Posted in Pay Per Click (PPC) by Promote

When it comes to PPC advertising, there are several key metrics you should track and analyse to measure the performance and effectiveness of your campaigns.

The below metrics can help you understand how your ads are performing, identify areas for improvement, and optimise your advertising strategy.

Here are some of the key essential metrics to consider:

  • Click-Through Rate (CTR)
    Measures the percentage of people who clicked on your ad after seeing it. It indicates how compelling and relevant your ad is to your target audience.
  • Conversion Rate
    Tracks the percentage of ad clicks that resulted in a desired action, such as a purchase, sign-up, or download. It helps assess the effectiveness of your landing pages and the overall performance of your campaigns.
  • Cost Per Click (CPC)
    Measures the average cost you pay for each click on your ads. It is an important metric for understanding the cost-effectiveness of your campaigns and optimizing your budget.
  • Cost Per Acquisition (CPA)
    Calculates the average cost of acquiring a conversion or a customer. It provides insights into the efficiency of your campaigns and helps determine the profitability of your advertising efforts.
  • Return on Ad Spend (ROAS)
    Measures the revenue generated for every dollar spent on advertising. It helps assess the profitability of your campaigns and enables you to allocate your budget effectively.
  • Quality Score
    Is a rating provided by search engines, such as Google Ads, that reflects the relevance and quality of your ads and landing pages. It affects your ad rankings and the cost you pay per click. Monitoring and improving your Quality Score can lead to better ad performance and lower costs.
  • Impression Share
    Represents the percentage of times your ads were displayed out of the total eligible opportunities. It indicates your visibility in the market and can help identify opportunities to increase your ad reach.
  • Ad Position
    Shows where your ads are displayed on search engine results pages. Higher positions generally result in more visibility and potentially higher click-through rates. Monitoring ad position helps you optimize your bidding and budget allocation.
  • Return on Investment (ROI)
    Measures the profitability of your PPC campaigns by comparing the revenue generated to the overall cost of advertising. It enables you to evaluate the effectiveness of your campaigns and make data-driven decisions.
  • Bounce Rate
    Tracks the percentage of users who leave your website after viewing only one page. A high bounce rate may indicate issues with landing page relevancy or user experience, leading to wasted ad spend.

These metrics provide a comprehensive view of your PPC advertising performance, allowing you to identify strengths, weaknesses, and areas for improvement. Regularly monitoring and analyzing these metrics will help you optimize your campaigns and achieve your advertising goals.

Here at Promote we know the importance to regularly reviewing and update your keywords, and insights you have, this helps maintain the effectiveness of your PPC campaigns!

We would love to help you get the most out of your website you can contact us today for a FREE PPC Audit! Or If you just want to have an honest chat about your business, feel free to contact us via email at or give us a call on 0118 380 1002.