Once you have your PPC campaign up and running, you need to determine if it’s actually bringing in the new customers you want. If it’s not, you need to know before you spend a good amount of money on clicks that don’t convert. If it’s doing well, you may want to increase your budget to reach even more new customers. Here are a few of the ways you can use to measure your PPC campaign’s success.
Look at the Click-Through Rate
Your Click-Through Rate or CTR is perhaps the most basic performance indicator for a PPC campaign. It simply tells you how many people clicked through your ad. It’s a percentage that is calculated by dividing the total number of clicks by the number of times your ad was displayed. If your CTR is fairly high, it means the majority of the people who see it are clicking through to your website. If it’s on the low side, your ad may not be appearing in front of the right people.
Check the Conversion Rate
How many people who click on your PPC ad are actually buying something from you? If you’re an eCommerce shop, this can be fairly easy to track. However, if you’re a service, it may not be as easy. You may need to ask customers who call where they heard about you. If you have a low conversion rate, you’re not getting many new customers. That can indicate that your campaign needs to be retooled.
What Is Your Cost Per Conversion?
The Cost Per Conversion or CPC metric shows how much money you have to spend to get one person to convert into a customer. If you don’t have many conversions, this is going to be a high number. In fact, you may find that you’re spending far more on bringing in a customer than that customer is spending. If that’s the case, your PPC campaign needs to be retooled because you’re losing money.
These are just three metrics you can use to determine how successful your PPC campaign is. If you have any questions about creating a great PPC campaign or how your campaign needs to be adjusted, we can help. Contact BlendIM today to discuss your PPC marketing strategy.