Important and useful PPC metrics that a digital marketing company must monitor

Pay-per-click or PPC is the easiest and the fastest means to advertise your business and expand your audience reach. It works on the bidding and the budget you went to spend on a campaign. Better and higher budget can elevate your sales bars to a height of Burj Khalifa.

However, every social media marketing company must observe the following metrics to examine the flow of the campaign,

1.Cost per conversion

It is very easy to calculate,

Ad conversion/ spend = cost of conversion

No matter which industry or which market, every business must record it to predict the future budget. This tells whether you have the budget to further run the campaign or the cost is high and what other measures can be taken to improve it.

2.Rate of conversion

It is calculated by

Divide the conversion by a total number of clicks on ads = conversion rate

It is helpful in diagnosing whether the campaign is going forward or are there any changes to be made. With the conversion rate, the social media marketing agencies can compare the monthly reports, see what worked better, and modify the call to action.

3.Search impression share

The ad campaigns are customer specific. They are run to reach a specific user at a particular time period. However, it still not a guarantee that ads will be shown at that very moment. Therefore, one must calculate the impressions by comparing the opportunities and the number of times the ad appeared.

This helps you develop a strategy further and seek the reformation where 

required. It tells you how much opportunities you are seizing and thus, you can further use to define the future budget.

4.Search impression share lost due to budget

This is the analysis shared by Google. This helps to understand the difference and make up the strategies for the loss incurred. The experts say that the closer is the difference between 100 and the search impression share, higher will be the rate of conversion as your ad will be making an appearance in most of the opportunities.

5.Direct conversions from ads

This is applicable when you have added a call to action button. This will directly drive your customers to connect with you and the sales masters can easily turn them into buyers. This technique gives results at the lightning speed and increases the rate of conversion.

To conclude

While running a campaign, never rely on a single technique. User various metrics to calculate the outcome of the campaign. This will help you drive in your business on the upward slope of success.

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