How to Audit Your PPC Campaign and Identify Metrics for Success?

Before you can begin identifying your success metrics, you must first understand what they mean to you. These are the costs per conversion, click-through rate, and impression share. To identify the right metrics, you should also analyze your competitors' campaigns. Jonathan Aufray recommends analyzing the keyword and ad copy used by your competitors, as well as the countries in which your ads are running.

Cost Per Conversion

Cost per conversion is an important metric for online businesses. You can use it to measure how much you're spending on each conversion to determine whether a particular ad is working or not. This number reflects how much you spend to get a single conversion, and it will be used to determine which ads should be eliminated and which should be increased. Below are some tips for lowering the cost per conversion of a PPC campaign.

One of the most important things to consider when calculating the cost per conversion of your PPC campaign is the average cost per conversion. You can calculate it easily by using a simple division formula. Divide the total cost of a campaign by the number of successful conversions. Once you know your average cost per conversion, you can compare it to your average customer value. If you are losing money, you need to adjust your ad campaign accordingly.

Click-Through Rate

Your campaign performance is dependent on several key metrics, including click-through-rate (CTR) and conversion rate. Click-through-rate tells you how many clicks your ads are receiving, and conversion rate reveals the amount of money you spend per click. Without a high conversion rate, your PPC campaign isn't performing as well as you'd hoped. To improve conversion rate, test various ad variations and determine which one generates more profit.

To determine which metrics are most important, you should first analyze the engagement of your audience. You can use demographic and socioeconomic data to better understand your audience, which in turn will lead to higher engagement and conversion rates. Another important metric is the posting time. Having an idea of what works best for one campaign may not be effective for another. A successful PPC campaign should be able to maximize its budget based on its performance.

Impression Share

It is important to know the size of your budget in order to properly manage your ad spend. If you run out of money before the end of the month, your campaign will no longer appear in the search results, losing valuable clicks and impressions. When you find yourself under budget, it is time to increase your budget so you can acquire additional clicks, impressions, and conversions. Impression share can also help you determine where your ad appears on the search page. Google Ads recently removed the Average Position metric and replaced it with the top and absolute top impressions.

One way to make your PPC audit more effective is to better understand your audience. Understanding the demographics of your audience will help you target your ads appropriately and increase engagement. You can also analyze the best times to post ads in order to get the most engagement and conversions from your campaign. This way, you can maximize the effectiveness of your budget. Once you've analyzed the performance of your campaign, you can begin working towards the next step: identifying metrics for success.

Key Performance Indicators

When it comes to a successful PPC campaign, the quality of your ads and landing pages should be a priority. Your conversion rate is also an important metric to track. Increasing your quality score will improve your PPC campaign's cost-per-click (CPC).

Your campaign's most important metric should be in line with the end goal. Although most PPC campaigns start with the goal of driving more sales, the starting point may differ. In this case, the most important metric would be the click-through rate, which is a measure of how many people actually clicked on your ad. The higher this number is, the more likely you are to generate revenue.

Another metric you should pay close attention to is the conversion rate. This metric measures the rate at which people click on your ad and purchase your product. A high conversion rate means that your ads are producing leads. If your conversion rate is low, you can work on reducing this metric to improve your campaign's effectiveness. The best way to optimize your PPC campaign is to monitor the conversion rate.