While managing a PPC campaign a fundamental role is played by the key performance indicators. Paid ads’ performance is tracked by these KPIs. These rely on specific marketing goals and industry benchmarks. So, we can not say how many PPC metrics should be tracked by every trade. The required campaign results cannot be obtained if you do not strategically choose these metrics. In the planning phase of your campaign, objectives should be clearly set by you. Then on the basis of these objectives, the PPC metrics should be chosen by you. By doing this your ROI can be increased and desired campaign results can be ensured. Now I am going to describe the 5 most important PPC metrics you should be tracking.

1. Average click-through rate

The success of your PPC campaign is indicated by the clicks. If people think that certain ads are valuable and relevant then they will definitely click on them. Whether the bids need to be boosted or the campaigns need to be paused, all this is decided by the marketers on the basis of the ad clicks. The performance of your campaign cannot be measured completely only by clicks. So, it becomes very important to measure the click-through rate. The ad may be seen by a lot of people and some of them may have clicked on the ad. The number of people who have clicked on it is given by this PPC metric. The formula for click-through rate is:

CTR = (Clicks/Impressions) * 100

If Clicks = 120

Impressions = 1000

Then CTR = (120/1000) * 100 = 12 %.

It has been found that 3.17 % is the average CTR. This information is given by WordStream research. The lowest CTR has been observed in consumer services. On the other hand, in personal services and dating services, the highest CTR has been observed.

2. Quality score

The ad content’s relevance and quality can be determined by this KPI. Google has created this KPI. Several PPC metrics are used by the quality score for calculating the ad value and these are:

● CTR – Your account history and average CTR are taken into consideration here.

● Ad relevance – If for a query the ad text and the keywords are relevant or not? This is checked by Google.

● Quality of the landing page – Whether the ad message is matched with the content of the landing page or not? This is ensured by Google. Along with this the user-friendliness and page speed are also calculated by Google.

It is important to know that a 0-10 scale is used for measuring the quality score. The quality score will be called a golden mean if it is 5. A very little amount of money will be required for the AdWords campaign if between 7 and 10 the quality score exists and it will be considered as a good quality score. The landing page quality and ad copy’s quality need to be improved whenever a lower quality score as compared to the good quality score is observed.

The method of measuring the quality score has been updated recently by Google. Now it is possible that in AdWords we can have an insight into the quality score data that is historical and we can successfully track the performance of the campaign. Also, the PPC metric can be understood by marketers very easily.

3. Impression share

The number of visitors seeing your ad is determined by this PPC metric. So, we can say that this PPC metric is among the simplest ones. However, the success of your campaign is not indicated by it because clicking or any additional activity is not required here. Your basic aim is to attract a visitor to click on your ads. The PPC campaign’s value is increased if your impressions are measured. After doing a comparison with your competitors your position is determined by the impression share. If it has been found 60 % for you then it clearly indicates that your rivals have 40 % impressions. Your impressions can be boosted by using this data.

4. Average cost per click

It is not possible that in isolation we can observe CTR. You will not be paid off by it if it costs you so much to earn a link. So, it is very critical to calculating the cost-per-click (CPC). You may want your ad to be clicked by a visitor and for each click, you have to spend a certain amount of money. This amount of money is determined by this PPC metric. It has been found that $2.69 is the Google Ads’ average CPC for all industries. All this has been suggested by the stats of digital marketing. The quality a score of your ad and the keyword’s competitiveness are the various factors that determine that for every click what amount of money will be paid by you. $6.75 is the highest CPC and it is for legal industries.

5. Conversion rate

A digital marketing metric that is most significant is the conversion rate. This should necessarily be tracked by you. If you have attracted the users to your website then it doesn’t mean that the task is completed. You have to convert those users into the customers who pay money. There are a lot of factors on which these metrics rely. Are the people attracted to the title of your ad? Does the target audience find it relevant and informative to see your ad copy? Are the landing pages giving a user experience that is exceptional and user-friendly?

In different industries, there are different conversions. As an example, sales and conversions are the same for the retailers who are selling items online. Booked appointments are also possible in some other trades. Therefore, it becomes important for you to know the meaning of the conversion. Only then the conversion rate can be calculated by you. It has been found that in AdWords, 3.75 % is the average conversion rate.

If you are interested in getting services like ORM, PPC, SMO then you should take the help of a digital marketing company.