The success of every digital advertising campaign is based on metrics in one way or another. There are numerous metrics marketing and advertising companies look at, but they can be drilled down to a few main categories. Here are some details about the main types of PPC metrics to help you determine which matter most to your business.
Every media agency will look at the cost-per-click or the click-through rate to determine how successful a campaign is. If your ultimate goal is to increase brand awareness and reach the maximum number of eyeballs possible, then then you will likely place the most emphasis on traffic metrics. While these metrics are important, they don’t necessarily tell the whole story. An abundance of impressions or clicks on your website only demonstrates people are viewing your content. It doesn’t tell you anything about conversions or how your bottom line was impacted. While traffic metrics are great to look at to see how much activity was generated with a campaign, we need to look at the bigger picture.
Conversions are a pretty standard metric used by marketing and advertising companies. Conversion metrics will show how many leads your company received on your campaign. However, those conversions don’t necessarily indicate sales or revenue. Conversions may be web leads, phone calls, email captures and more. Depending on the specific strategy, your media partner may suggest placing an emphasis on one type of conversion over another. While conversion metrics tell you a little bit more than traffic metrics, they still aren’t the sole indicator of campaign success.
A company’s return on investment (ROI) metrics will tell them how much revenue is being generated compared to their advertising spend, which is the ultimate goal for most organizations. It’s entirely possible for an online marketing campaign to have a low click-rate, a low conversion rate, but produce a high ROI. That’s not to say the traffic and conversion metrics should be ignored, but they simply shouldn’t be relied on solely. In fact, the best media partners will use all three types of PPC metrics to reevaluate strategies, allocate budgets more appropriately and qualify leads more effectively.
Morgan & Co. understands PPC metrics inside and out. We work with various industries, which all require vastly different marketing and advertising campaign strategies. Our specialty is looking at both a company’s present situation and future goals to create an innovative, tailored advertising strategy, whether it be online, offline or both. To learn more about PPC metrics and how we use them in our campaigns, contact us today.