Which PPC metrics really matter?

No matter the type of industry you are in, the success of internet marketing campaigns lies in the selection of the best PPC metrics. However, the choice can be confusing for it needs an in-depth understanding of what perfectly suits your business needs. From traffic oriented metrics to ROI-focused metrics, the secret lies with which of those will be able to make meaningful changes to your campaigns.


Today’s post is set to guide you on the significance played by the various metrics on campaigns. Let’s get started!

1. Impressions Matter

Impressions refer to the total number of individuals who have been able to see your ad. In other words, it shows a general figure of how many times your keyword(s) popped up on the search engines. The higher the number, the stronger your keyword and vice versa. Impression metrics are important because they give you a general overview as to whether your ad is heading in the right direction hence providing room for improvements.

2. Check out those Clicks

When you launch a PPC campaign, it is apparent that you need traffic to your website. Clicks are there to show exactly that. It reveals the number of individuals who were impressed by your ad and wanted to get more details. These are the people who landed on your page, but you cannot precisely tell their next course of action.

3. What was the Click-through Rate?

Now that you know the number of people who landed on your website and the number of impressions your ad caused on the search engines, it’s time to get down to the real figures. Calculate Click-through rate by dividing the number of clicks with the number of impressions. You will get the number of individuals who not only saw your ad but also took time to click on it. The figure gives an idea as to whether your ad is compelling and the quality of your keyword.

4. Find out the Cost per click (CPC)

Cost per click refers to the amount of cash one spends on each click to the landing page. They can be used to measure your budget more especially if you have specific goals in mind. For instance, if you are looking out for 5 sales per month and your average conversion rate is 1%, and average click costs$1.00, then your budget should be $500 (500 clicks x 1% conversion rate = 5 sales and 500 clicks x $1 = $500

5. Do you have a Conversion?

Conversions refer to users completing your set goals. From sales, calls to contact information, it all depends on what you wanted to achieve.

6. Get that Conversion Rate.

A conversion rate is the number of converts divided by the number of people who clicked on your ad. By converts, we mean the people who helped you achieve your goals.The results are used to measure the success of your campaign.

7. What was your Cost per Conversion?

By dividing the number of your conversions by the money spent, you arrive at your Cost per conversion, which is the actual cost of your achieved objectives.

These PPC metrics give you a hint of what your campaign entails and how you can improve it.