Analyzing The Data: Top PPC Metrics and the Stories They Tell

Many people have been asking about the top PPC metrics that are relevant to organic search and its effectiveness. In this article, I’ll show you what these key indicators tell us and how they can help your campaigns grow in 2018.

PPC metrics are used to measure the performance of a PPC campaign. These metrics tell different stories about how well your campaign is performing. This blog post will cover some of the top PPC metrics and the stories they tell.

Common SEM metrics define and inform digital marketing initiatives, it’s no secret. We all know what CTR, conversions, and other metrics mean, but do marketers and agencies know what fantastic stories these measurements can tell when combined? Maybe you do, maybe you don’t, but let’s all get on the same page for the sake of fair competition.

Reviewing the data after you’ve launched a search campaign can assist you figure out what’s working and what isn’t. When evaluating the success of your adverts, keep the following in mind:

Conversion Rate (CRR) and Click-Through Rate (CTR)

These two measures should be used to gain a rough notion of campaign performance. CTR and conversion rate should be high in a perfect scenario, indicating that you have a high-quality landing page, text, and targeting. What can you discover, though, if one or both of these measurements are off? Let’s have a look at a few examples…

NOTE: Compare your own YOY statistics or industry benchmarks to acquire insight on your metrics as they relate to performance.

Low Conversion Rate & High CTR

If this happens to you, there might be a problem with your ad wording. While a high CTR indicates that your material is communicating to your target demographic, it may not be aligned with the landing page’s goal.

If a person clicks on your ad because it piques their interest and then navigates to a non-relevant landing page, you’ve probably just gotten an unqualified click and squandered part of your ad spend.

On the other hand, it’s conceivable that your landing page is failing to close the transaction or is offering a tough experience that prevents a conversion. Although the advertising may clearly communicate the user’s final objective, it’s likely that your landing page does not. Conversion rate optimization is a necessary in this instance.

Aside from copy, targeting might be another factor contributing to high CTR and poor conversions.

Imagine you have some extremely engaging ad content that might appeal to a large number of people, but is actually just designed to appeal to a tiny, select set of individuals. People may click on this ad without completely understanding that it is not relevant to them.

For example, if you run an ad for an adult learning program but are targeting an audience of 18-40 year olds, they will quickly recognize that the program is useless to them once they get at the landing page. Even if you include the phrase “adult learning” in your ad, there’s no assurance that people won’t scan it before clicking.

You can guarantee that the individuals who click on your advertising are the ones you want to convert by being careful with your targeting.

Low Click-Through-Rate (CTR) with a High Conversion Rate

When you have a low CTR yet a high conversion rate, it’s most likely due to your ad text not being appealing enough. Ask yourself the following questions to troubleshoot your copy:

  • Is there too much language in my ad, or am I targeting a very narrow audience?
  • Are there any perks or differentiators that my rivals are offering that I’m missing out on?
  • Do I have a call to action that isn’t strong enough? Is it possible to use emotional triggers to create a sense of urgency in my copy?

A high conversion rate typically suggests your landing page is doing a good job of completing the transaction, so you may increase clicks and conversions by improving your ad text.

It’s also worth noting that a low CTR might lead to a poor-quality score for your advertising, which will have a negative influence on the cost-effectiveness of your campaigns.

Your ad will be visible on fewer searches or buried under comparable ads with better Quality Scores if it has a low Quality Score. Quality Score is influenced by three primary factors:

  • Ad Relevance: How closely do your keywords fit the content of your ad?
  • Landing Page Relevance: Your landing page’s user experience and keyword relevance.
  • Expected CTR: Based on previous keyword performance, how probable is it that your ad will be clicked?

Low Click-Through-Rate (CTR) and Conversion Rate (CRR)

If your advertising are failing when compared to industry norms, it’s time to rethink your whole approach. Begin by addressing the low CTR problem by looking at the following:

  •  Is the text engaging and relevant enough to get them to click?
  • Are the advertising properly targeted?
    • Examine demographics, location, devices, and other factors to verify your advertising are reaching the intended target.
    • Increase the amount of money you spend on the top conversion channels by adjusting your bids.
  • Complete further keyword research to see if there are any terms with strong CTRs that you are overlooking.
    • Make sure your text contains those keywords!

Monitor and review your advertisements’ effectiveness once you’ve optimized them to remedy your poor CTR. If your CTR has improved but no conversions have occurred, there is most certainly a gap between your ad text and landing page. 

Per-Conversion Cost

It should be the cost per conversion if you were stuck on a desert island and could only carry one SEM metric with you.

Remember that the goal of your commercials is to persuade your target audience to perform a lucrative action for your company.

You may assess whether your ad is generating conversions at a lower cost than your typical profit from a new client by looking at cost per conversion, resulting in a favorable return on investment for your company.

This sort of monitoring isn’t accessible in conventional advertising, so take advantage of it and use the data to improve your advertising, whether that means suspending underperformers or providing more funding to overachievers. After all, if you’re going to invest in digital marketing, it’s all about the return on investment.

Conversions With Assistance & View-Through

There are a few things to keep in mind when it comes to conversions. According to AdWords, a typical conversion occurs when a person clicks on your ad and converts on the landing page, whether by adding an item to their basket, submitting a request for further information, or calling a phone number.

What if, despite the fact that this is not the user’s preferred route, they still convert?

Conversion of a View-Through

A view-through conversion happens when a person sees your ad but does not click on it, then subsequently visits or discovers your site organically and converts. In this scenario, it’s likely that your ad had a role in motivating action, even if it wasn’t the means to get there.

Hopefully, this narrative will provide some light on the following concept: Jenny notices a shoe advertisement but is in a hurry to catch a train, so she takes down the company’s name for future reference but does not click on the ad. She gets on the train and immediately goes to the website, where she discovers and purchases the shoes she saw in your ad. Jenny’s initial ad obtains a view-through conversion, resulting in a sale.

Assisted Conversions

Interactions with your website that lead to a conversion but are not directly or entirely responsible for the conversion are known as assisted conversions. Consider Jenny, who clicks on your ad, learns about your shoes, and then walks away. Later, she finds your website naturally and purchases the shoes. An aided conversion is when someone clicks on your ad for the first time.

These sorts of conversions should not be neglected when reporting since they contribute to the campaign’s overall worth.

Copy Checking

While copy testing is not a measure, you can utilize the metrics we mentioned to impact your content and guarantee you’re presenting your audience with the most relevant and appealing copy possible.

By experimenting with A/B versions of your ad content, you can see what form of message connects with your target demographic. Here are some A/B testing ideas:

  • Adapt your perks and unique selling propositions as needed.
    • Is price more important to your consumers than quality?
    • Is a lifetime warranty worth more than free shipping? 
  • Message that is creative vs. messaging that is simple
    • Run one of each ad and analyze the results. What’s gaining the most traction?
  • CTA location and new CTAs
    • Is it true that “Apply Now” gets more attention than “Learn More”? Is it preferable to include a call to action in the headline or in the description?
  • Do you have a poor Quality Score? Make greater use of the terms you’ve chosen.
    • Due to a low-quality score, your advertising may be displayed less often. Add extra keywords from your ad group to the text or display URL to counteract this.

NOTE: As previously stated, your landing page will have an effect on your quality score. Make sure it aligns with your campaign’s goals.

At the end of the day, it’s critical to take a step back and evaluate your efforts as a whole. One metric will not give you with all of the information you want, and it may even be deceptive. The key to future success is combining your findings and making well-informed judgments.

Test, learn, and adjust your strategy. Fortunately, as digital marketers, we have never had it simpler!

What are some of the things you’ve learned from A/B testing your ads? Did you get the outcomes you anticipated or were they unexpected? Let’s talk about it below!

The “cpc metrics” is a blog post that discusses the top PPC metrics and their stories. The author discusses how to use these metrics to improve your marketing and advertising strategies.

Frequently Asked Questions

What metrics are used for PPC to determine its effectiveness?

What are 2 metrics used by PPC?

A: The two metrics used to measure the performance of your ads are Cost per Conversion and Cost per Impression.

What are PPC metrics?

A: PPC metrics are calculated using the Performance Per Click (PPC) method for internet advertising, which is also called cost-per-click or CPP.

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