What is PPC?
PPC means ‘pay-per-click’, a form of online marketing where advertisers must pay a small fee when someone clicks on one of their ads. Using PPC marketing, individuals can purchase visits to their site instead of organically earning these visits. Advertisers can bid on an ad placement so that when a person searches for a keyword, their business will show up in the search results. Advertisers determine click value based on audience type, platform and keywords.
What are the goals of PPC?
PPC campaigns have many goals; some of the common goals are increasing conversions and sales, improving brand awareness, generating leads and increasing traffic. To plan your PPC campaigns and drive success, it’s important to track PPC metrics. There are many different PPC metrics to track, so let’s dive in and take a look at some of the most important ones.
1 . Cost Per Acquisition
Cost per acquisition means tracking the funds that go into your campaign. Depending on your ad group or campaign, the cost for conversions and clicks will vary. The factors which influence CPA include keyword bid rate, quality scores, and how much money you’ve invested. When you know precisely what you’ve spent on each sale, you’ll be able to plan more effective PPC campaigns. To lower your costs per acquisition, take a look at the keywords which are not benefitting your campaign. Get rid of those words which are bringing down your performance. You can also include negative keywords, which can help to reduce CPA.
2. Return On Investment
One of the critical PPC metrics is your ROI; of course, you want to gain a larger profit than the amount of money you’re investing. To audit and increase your ROI, you can lower your cost per acquisition or boost your conversion volume.
3. Conversion Volume
Conversion volume refers to how many users convert within a specified period. CV monitors the overall health of your PPC campaign; if you notice that your campaign is not growing, you’ll need to adjust your methods.
How to increase conversion volume?
One way to increase conversion volume is to pay close attention to your keywords.
Your keyword research is fundamental to achieving success. You should consider your keyword types to improve relevant search opportunities and provide accurate results. There are several keyword types that you can consider.
- Phrase Match: Phrase match keywords mean that your ad uses the exact keywords in the same order. Phrase match keywords provide both accuracy and control. These words are flexible because you can easily add other words after or before the phrase. Using these types of keywords can help you to gain more relevant clicks.
- Broad Match: Broad match is the default keyword type. With this type, your ads will be displayed in search queries with close variations; phrases that are similar; or misspellings of your keywords. With few restrictions, your ads may appear in irrelevant search queries.
- Modified Broad Match: With these types of keywords, you get more control, compared with ‘broad match’. Your ads will no longer show up in irrelevant searches; therefore, there’s less chance of wasting your ad spend.
- Exact Match: To gain full control of your ads and their display, use exact match keywords. Your ads will only show up when someone inputs the exact phrase while using a similar order. The search volume may be lower, yet the conversions will grow. Conversions will increase because these words only attract individuals who are highly likely to convert.
4 . Optimized PPC Ads
PPC ads should be fully optimized to convert more leads. To attract leads, you should make the best use of your headline, display URL and description lines. Within the description line, you should draw attention to the USP of your service or product. Include an attractive call to action and focus on targeting the emotions and values of your audience.
5. Cost Per Click
CPC is one of the most valuable PPC metrics for understanding the health of your PPC campaign. By decreasing your cost-per-click, you can serve to boost your total clicks and increase your ROI. To control your spending here, seek to organize your bids with a focus on keywords. For example, keywords which promote valuable products are more deserving of a high bid than those with less valuable conversions.
6. Impression Share
Impression share means the number of impressions that your ads gain compared to the total that they could potentially get. The total impressions that your ads could receive are called ‘eligible impressions’. These are estimated using targeting settings, quality and other factors. Collecting your impression share data is valuable for your ad groups and campaigns. Monitoring your impressions can be useful if one of your goals is to improve brand awareness.
7. Session Duration
A session duration means the time that a user spends on your site. If your session duration is low (under three minutes), there are several things you can do to boost your session duration.
- Add videos: Adding videos to your site can help to boost your session duration. According to WordStream, ‘videos have been proven to improve the conversion rate by 80%.’
- Improve UX: It’s essential to have a user-friendly website to keep users on your pages. Your visitors should be able to navigate your site without zero explanations or confusion.
- Easy to read content: Users will spend longer on your site if your content is easy to read. Use descriptive subheadings, engaging images, and break up longer sections of text.
- Improve content quality: With plenty of similar sites out there you’ve got to ensure that your content is creative, highly engaging and original. Keep a close eye on your competitors content; you should be aiming to bring something better to the table than they are.
8. Click-Through Rate
Click-through rate tracks how many of your impressions result in clicks. To monitor CTR, you can use the equation: (total clicks)/ (total impressions)= CTR. Click-through rates are significant because they affect your overall quality score. One way that you can improve your CTR is to add a site link extension. A sitelink extension is an additional piece of text that shows up if your ad appears within the first three positions.
Another thing you can do is to try using responsive text ads. These are ads that allow you to use multiple descriptions or headlines. Google learns, tests and optimizes, producing a combination which achieves the best results. Using these ads, Google can present relevant messages and more text to users. Responsive text ads can use two descriptions (90 characters each) and up to three different headlines.
9. Quality Score
Google judges your relevance and quality, using your PPC ads and keywords. The search engine provides a Quality Score to represent your overall performance. The Quality Score is based on factors such as CTR, account performance and page quality. The score is also based on how relevant each keyword is to its ad group. To improve your quality score and boost conversion rates, you should improve your keyword organization, refine your ad text, and optimize your landing pages.
10. Conversion Rate
One of the most important goals of a PPC campaign is to boost conversion rates. To do this, you’ve got to pay attention to your conversion rate metrics. Your CR means the percentage of visitors to your site who convert. A conversion can refer to any desired goal whether a sale, a subscription or filling in a form. Conversion rate optimization refers to improving your conversion rate. There are several ways that you can do so:
- Add reviews or testimonials: adding testimonials and reviews can be a great way to boost your conversion rate. Customers are often sceptical about trying a new product, but if that product has rave reviews, they are far more likely.
- Use chatbots: consumers often have questions which are holding them back from converting. By using Chatbots, you can quickly answer their queries and increase your chances of gaining that sale.
- Test your headlines: It’s a wise move to test your headlines using A/B testing techniques. Without the perfect headline site, visitors are unlikely to read the rest of your copy. When you conduct testing, you can experiment with statistics, length and tone.
- Increase trust: If you want more customers to buy from you, it’s important to increase trust. Draw attention to your expertise and authority, talk about your credentials and only link to high quality sites.
- Use the right tools: To focus on conversion rates, there are plenty of conversion rate optimization tools. A few of the most popular CRO tools include HotJar, Unbounce and Google Analytics. With the right tools and insights you can improve your marketing campaigns and save yourself time.
There are many other PPC metrics that you can use, including average position, traffic, post shares and cost per engagement. When you are looking to improve your conversion rates, the key is to evaluate your performance consistently. Above all, create a detailed PPC roadmap which defines your goals and the steps you’ll take towards them.