How do you measure PPC | Digital Marketing Agency India

How do you measure PPC

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How Do You Measure PPC

1.Traffic Volume & Conversion Rate Comparisons
Measure how many traffic you are obtaining via PPC and understand the conversion rate differences from various traffic sources. The good thing about PPC is that you have the option to take visitors to any landing pages so optimizing the landing page could be an option.

2.New Keyword Opportunities
Look into the keywords your visitors are using to come into the site and leverage those keywords into your PPC keywords strategies.

3.New Traffic Source Opportunities
Evaluate the conversion rate from different traffic sources, and look into opportunities to acquire traffic and qualified visitors from high converting traffic sources.

4.Budget Forecasting
Understand the balance between how much money you are paying to acquire traffic and conversions. Allocate the money wisely across different campaign levels to sustain and grow better conversions.

5.Segmenting User Behavior
 Click path from different search engines may behave differently. Understand the difference between which keywords and path the visitors took to achieve higher conversion.

6.Identifying “Influencer Keywords
Consumers search multiple times before making a purchase and refine those searches from generic keywords to more refined words. Use analytics to find out if they do indeed bring converting users, even if it’s for that initial introduction to the site.

7.Identifying Conversion Latency
Not everyone converts immediately. How many days pass before a visitor returns to convert? Therefore, don’t judge PPC success until the latency period has passed. Basically, know your audience sales cycle and build that into campaign expectations.

8.Finding Day-Part Opportunities
Certain time of the week may have different conversion rate. Adjust PPC budget allocation according to the cycle.

9.Hot Products, Top Converters
 With a limited budget and possibly thousands of product pages, be aware of the various metrics that are applicable to measure what really needs to be focused. (Product page visits, revenue/order size, profit margin, conversion rates, quantity of orders, etc.)

10.Landing Page Analysis/Bounce Rates
 When there are multiple landing pages for the PPC campaigns, use A/B or multivariate testes to improve the landing page performances to reduce the bounces.

11.Setting Up Goal Funnels in Google Analytics
 If there is no way to install tracking code on a site's 'thank you' page, or the site owner will not allow it, Google Analytics allows us to set up a 'goal funnel' (as long as Analytics code is on the pages we need to create this 'goal' funnel). Within your Analytics program, we map out a path that the client needs to follow in order to complete a 'goal'. For example, if you choose to take a survey on a site, the end goal would be completing the survey in full. This means that you must pass through the introduction or sign-up page, each page of the survey, and the 'thank you for completing our survey' page. This goal is visually mapped out in Analytics, and a goal is registered for each visitor who enters from a certain source, and then reaches the 'goal' page.


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