Before you ever launch your Pay-Per-Click (PPC) marketing campaign, you should prepare yourself to not be too excited or too dismayed by early results, because, in the long run, those initial results will probably not be too significant. It’s always best to allow plenty of time for your campaign to be underway before making any real assessments. When you do get around to evaluating the success of your PPC campaign, keep in mind that ROI should not be your only measuring stick for success – pay attention to all the key performance indicators as well. Here’s the best way to get started with your new campaign.
Launching your PPC campaign
As you get set to launch your campaign, you should consider carefully what the goals and objectives for it will be, and what set of criteria you will use to evaluate the success of your efforts. For instance, is your intention to gain new prospects and leads, or is it to increase brand recognition among your target audience? Or is it just to maintain your edge among rivals by honing your search engine optimization, and driving more traffic to your website? Once you’ve identified what the true purpose of your campaign is, it should follow naturally to identify which criteria you will use as your KPI’s, as a measurement of achievement.
Some possible KPI’s
One of the most frequently used KPI’s is click-through-rate (CTR), because having a strong CTR indicates that your audience has indeed found your campaign to be useful to them. It should cause a corresponding rise in Quality Score and a significant reduction in Cost-per-Conversion. Your Quality Score shows how relevant your keywords are to searches made by users, and it generally means that your rankings will be improved over what they were before the campaign.
Cost-per-conversion will tell you how much it costs you to gain new clients, and this can be extremely important, because it will tell you whether your campaign is being cost-effective, and you are getting a greater return from new customers than the cost of running the campaign. Another very commonly measured criterion is that of bounce rate, which measures how many users left your website without responding in any way to your call-to-action, and that means your campaign held little interest to them.