What defines success in your PPC campaign?
For some, it’s the quantity of qualified traffic driven to a website (clicks).
For some, it’s the number of eyeballs that had seen the ads (impressions).
For some, it’s the click through rate (CTR).
Depending on the objective of the campaign and/or requirement of the advertiser, the set of success metrics can differ from one advertiser to another.
The bottom line of most (if not all) for-profit organizations is the amount of revenue that’s eventually generated.
In PPC terms, no metric can be more closely tied with revenue generation than the number of actual conversions.
A conversion can be:
– Purchase/Sales (of a product/service),
– A view of a webpage – such as a “contact us” page,
– Signing up of a newsletter
– Downloading of a PDF or
– Lead generation – submission of a form enquiry etc
For every action listed above, a conversion value (also known as “goal value” in Google Analytics) can be attached to it.