PPC 101 : KPIs per Client Objective
Mainly a client can have one (or more) of the following objectives:
- Brand awareness: The client wants to appear on target search queries or target sites.
- Traffic: The client wants traffic on his site or landing page.
- Conversion: The client wants to convert (usually a lead, a purchase, a signup)
Depending on the client’s objective(s), here are the different key performance indicators (KPIs) that you should concentrate on when doing a PPC campaign:
1) Brand awareness
KPI: Impressions
- Look at the keywords (or banners) that provides the most impressions.
- For Google Adwords, Use content network and banner images.
2) Traffic
KPI: Cost per Clic (CPC)
- Use keywords with the lowest CPC. “Pause” or put in a separate “low-budget” campaign keywords with a high CPC.
- Pick keywords with good CTRs to avoid spending your budget too fast.
3) Conversion
KPI: Cost per acquisiton (CPA )
- Make sure that the keyword’s CPA is lower than your target price (example: the price of the acquisition). For this, you need to install the conversion tracking codes. “Pause” keywords that have CPAs that are higher than your target price.
- For a Google Adwords PPC Campaign, run a “ad report” and check “keyword placements” to associate which keyword works better with which ad. Associate the performing ads to the keyword level
Thanks Thierry Carries from Montreal Immigration Lawyers for this post.
Categorised as: Marketing Internet