Executing a pay-per-click (PPC) advertising campaign is a multifaceted process that begins with selecting relevant keywords, placing bids on them, and configuring ad and targeting settings. However, this is merely the starting point. The core of the process involves meticulous monitoring of results. This entails dedicating ample time to tracking crucial PPC metrics that can guide you in optimizing your marketing efforts.Curious about how PPC tracking operates and which metrics to focus on? We delve into these questions below. Keep reading to expand your knowledge, and then consider partnering with WebFX, a PPC agency with over 28 years of experience, to implement these insights effectively. Simply call 888-601-5359 or contact us online today!In its simplest form, PPC tracking is the process of overseeing the outcomes of your PPC campaigns.It specifically involves monitoring several key performance indicators (KPIs), which are numerical representations of how effectively various ads and campaigns perform.Monitoring PPC KPIs is essential for the success of your campaign. Neglecting your PPC campaign after launch can lead to subpar results, as PPC necessitates continuous optimization to yield positive outcomes. Initially, your PPC campaign may be fraught with imperfections.When you first craft your ads, you are essentially guessing which elements will resonate and which will not. While estimated keyword metrics like CPC and popularity can provide a general idea, the true effectiveness is determined only through campaign execution. The good news is that Google Ads, the platform for creating and managing PPC ads on Google, offers a wealth of informative metrics about your campaigns.By examining various PPC metrics, you can identify which ads generate results and which do not. This insight empowers you to refine or pause underperforming ads and allocate more budget to successful ones, enhancing the overall effectiveness of your marketing strategy.Google Ads provides access to a range of PPC KPIs, with some being particularly worth tracking.Here are five PPC metrics to prioritize for effective PPC marketing:1. Impressions and impression shareImpressions are the number of times Google has displayed an ad or campaign in a search. For instance, if an ad is displayed 10 times in search results on a single day, it accumulates 10 impressions for that day. However, a more insightful metric is impression share, which is the total number of impressions divided by the number of impressions you were eligible for.Google Ads provides this information. If your ad was eligible for 50 searches yesterday but only appeared in 10, your impression share is 20%. The remaining 80% of impressions were captured by competitors. Understanding impression share allows you to gauge the level of competition for a specific keyword or campaign.2. Clicks and click-through rate (CTR)Clicks indicate the number of individuals who clicked on one of your ads. While this is a straightforward metric, it is more insightful when viewed alongside click-through rate (CTR), which is the ratio of clicks to impressions.CTR reveals the percentage of ad viewers who clicked through. A low CTR suggests that your ad may need enhancement to capture interest more effectively. You can easily calculate your CTR using our CTR calculator.3. Conversions and conversion rateConversions occur when individuals not only click on your ad but also complete the desired action, typically a purchase or service engagement. While tracking the raw number of conversions is important, it is equally crucial to monitor conversion rate, which is the ratio of conversions to clicks.Conversion tracking is arguably the most critical PPC metric, as it measures the effectiveness of your campaigns in driving conversions. A low conversion rate may indicate that your landing page needs improvement in aligning with user search intent. You can calculate your conversion rate using our conversion rate calculator.4. Average cost per click (CPC)Cost per click (CPC) is a vital metric as it provides a clear understanding of your expenditure on a particular ad or campaign. As the name suggests, CPC measures the cost incurred each time someone clicks on one of your ads. To determine CPC, divide the total cost by the total number of clicks generated by the ad or campaign.You can use our CPC calculator for a quick calculation. 5. Cost per acquisition (CPA)Cost per acquisition (CPA), also known as cost per conversion or customer acquisition cost (CAC), measures the cost associated with each conversion a campaign generates. Similar to CPC, this metric helps you understand the cost of your results. To calculate CPA, divide the total campaign cost by the number of conversions.A high CPA suggests that the campaign may not be as effective at converting users as others. You can calculate CPA using our CPA calculator.Now that you understand the importance of tracking your PPC metrics, the next step is to enhance them. If you are facing challenges in optimizing your PPC campaign, WebFX can assist you! With over 1,100 client testimonials, we are the agency businesses trust to elevate their marketing efforts. As one of the world’s top PPC agencies and the leading Atlanta PPC agency, our PPC services will help optimize each of the KPIs mentioned above and drive conversions.In addition, you will receive a dedicated account representative to keep you informed on our marketing initiatives! To get started with us, give us a call at 888-601-5359 or contact us online today!
