{"id":624028,"date":"2024-06-11T16:00:00","date_gmt":"2024-06-11T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/3-ppc-kpis-to-track-and-measure-success\/"},"modified":"2024-06-11T16:00:00","modified_gmt":"2024-06-11T13:00:00","slug":"3-ppc-kpis-to-track-and-measure-success","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/3-ppc-kpis-to-track-and-measure-success\/","title":{"rendered":"#3 PPC KPIs to track and measure success"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3c8083d9372\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3c8083d9372\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/3-ppc-kpis-to-track-and-measure-success\/#Leverage_valuable_Google_Ads_metrics_like_conversion_rate_impression_share_and_lifetime_value_for_deeper_PPC_insights_and_opportunities\" >Leverage valuable Google Ads metrics like conversion rate, impression share and lifetime value for deeper PPC insights and opportunities.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/3-ppc-kpis-to-track-and-measure-success\/#1_Conversion_rate_CVR\" >1. Conversion rate (CVR)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/3-ppc-kpis-to-track-and-measure-success\/#2_Impression_share\" >2. Impression share<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/3-ppc-kpis-to-track-and-measure-success\/#3_Lifetime_value\" >3. Lifetime value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/3-ppc-kpis-to-track-and-measure-success\/#Optimize_your_Google_Ads_campaigns_by_tracking_these_metrics\" >Optimize your Google Ads campaigns by tracking these metrics<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Leverage_valuable_Google_Ads_metrics_like_conversion_rate_impression_share_and_lifetime_value_for_deeper_PPC_insights_and_opportunities\"><\/span>Leverage valuable Google Ads metrics like conversion rate, impression share and lifetime value for deeper PPC insights and opportunities.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nThere are so many metrics you can track when running a Google Ads campaign. Yes, having more data at your disposal helps you make more informed decisions, but to someone new to paid search, all the data can be overwhelming. Where do you start? Are some metrics more critical to success?\u00a0<\/p>\n<p>This article covers a few metrics to track to help you make more informed decisions about your marketing strategy.\u00a0<\/p>\n<p>I\u2019m intentionally ignoring the most popular metrics (e.g., clicks, costs, conversions), because while they\u2019re important, they don\u2019t tell the entire story of how the account performs and why. <\/p>\n<p>Instead, I want to focus on a few metrics that can help offer a deeper understanding of your account\u2019s performance and paths to improvement when used in conjunction with your core KPIs. These metrics will provide additional value and insight but may not be as helpful in a vacuum.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-conversion-rate-cvr\"><span class=\"ez-toc-section\" id=\"1_Conversion_rate_CVR\"><\/span>1. Conversion rate (CVR)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Conversion rate is a pretty easy metric to understand; it\u2019s the percentage of users who click on an ad and end up converting afterward. <\/p>\n<p>While this is useful in and of itself, it\u2019s especially useful when used in conjunction with click-through rate (CTR). These two metrics can help highlight which part of your customer journey needs improvement.\u00a0<\/p>\n<p>CTR is a metric that indicates the quality of the traffic you\u2019re generating. If your CTR is high, then your target users likely resonate with your product and messaging. If it\u2019s low, then you may be targeting the wrong audience or need to tweak your messaging more.\u00a0<\/p>\n<p>Let\u2019s bring this to life with an example: Say you have a PPC campaign, and the conversion rate is much lower than the rest of the account. <\/p>\n<p>Many things can cause low CVR, but it\u2019ll likely fall into one of two categories: your Google Ads strategy or landing page\/website. Looking at just CVR, it\u2019s hard to know what area needs improving, but what h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ens if you also look at CTR?\u00a0<\/p>\n<p>If you have a low conversion rate but a high click-through rate, it could mean that your audience is resonating with your ad, but there\u2019s a disconnect once they click the ad and go to the landing page. <\/p>\n<p>In this case, I would focus on improving the customer experience on the website site. If they have a low CVR and a low CTR, then the issue may be with your targeting and some work on your keywords and ad copy may be in order.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>PPC landing pages: How to craft a winning post-click experience<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-impression-share\"><span class=\"ez-toc-section\" id=\"2_Impression_share\"><\/span>2. Impression share<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>So, maybe you\u2019ve been running your Google Ads campaigns for a while, and things are going well, and you\u2019re looking at increasing the budget. <\/p>\n<p>Where do you start? What campaigns have room to grow more and which ones don\u2019t? This is where impression share is incredibly helpful.\u00a0<\/p>\n<p>Impression share measures the percentage of impressions your ad received compared to the total number of impressions available. Two main factors influence impression share: budget and ad rank. Knowing which one limits your campaign is very important.\u00a0<\/p>\n<p>Luckily, you can see which of the two limits you with the following metrics: <strong>Search IS Lost (Budget)<\/strong> and <strong>Search IS Lost (Rank)<\/strong>.\u00a0<\/p>\n<p>These two metrics will show you how many impressions share you\u2019ve missed out and why. <\/p>\n<ul>\n<li>Impression share lost due to budget is easy to fix; you simply raise the budget. No bid increases are necessary, so you\u2019ll likely maintain your current cost per conversion if you raise your budget this way. <\/li>\n<li>Impression share lost due to rank means that in order to gain that impression share, you\u2019ll either need to bid more or improve your quality score.\u00a0<\/li>\n<\/ul>\n<p>Back to our original scenario: Using these three impression share metrics is a great way to show where you can easily raise your budget without affecting performance. <\/p>\n<p>If campaigns show a lot of impression share lost due to budget, there\u2019s a big opportunity to expand that campaign\u2019s budget without sacrificing your cost per conversion. <\/p>\n<p>If most of the impression share lost is due to rank, you\u2019ll need to consider where it\u2019s worth it to be more aggressive in your bidding or if you want to raise the budget at all.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to glean insights from impression share to boost PPC performance<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-3-lifetime-value\"><span class=\"ez-toc-section\" id=\"3_Lifetime_value\"><\/span>3. Lifetime value<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>OK, I cheated a little bit. Lifetime value is not a metric you can find in Google Ads, but it is well worth figuring out, especially if you run a business with repeat customers.\u00a0<\/p>\n<p>Lifetime value is exactly what it says: it\u2019s the total value of a customer over the course of their relationship with your business. This means different things for different industries.\u00a0<\/p>\n<ul>\n<li>If your company sells socks, this includes repeat purchasers.\u00a0<\/li>\n<li>If you sell a subscription, it calculates how long the average user is subscribed before canceling.\u00a0<\/li>\n<li>If you\u2019re selling higher-priced services (like a marketing agency), it considers average contract size and average length.<\/li>\n<\/ul>\n<p>Calculating this for your brand is an incredibly valuable exercise that can heavily dictate what success in PPC looks like. Let\u2019s illustrate this using that sock example I mentioned:\u00a0<\/p>\n<p>A company that sells socks sets up a Google Ads account and sells socks for $10\/pair. It knows that to be profitable, it needs at least a 3:1 return on its ad spend. They optimize the account to try and get a 3:1 return on every single purchase. <\/p>\n<p>Eventually, they decide to calculate the lifetime value of a customer and realize that the average customer ends up purchasing ten additional times! Now that they have a customer LTV, they feel comfortable with a lower initial return because they know each purchase leads to more purchases down the road.<\/p>\n<p>The account strategy was completely changed with the addition of one metric. Without LTV, the account manager couldn\u2019t accept a lower return because it didn\u2019t have enough data to rationalize it. <\/p>\n<p>But once you add lifetime value to the equation, you have the data to back up more aggressive strategies that while less profitable initially, will help lead to more long-term growth.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to increase LTV with PPC<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-optimize-your-google-ads-campaigns-by-tracking-these-metrics\"><span class=\"ez-toc-section\" id=\"Optimize_your_Google_Ads_campaigns_by_tracking_these_metrics\"><\/span>Optimize your Google Ads campaigns by tracking these metrics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Every metric in Google Ads is useful in some way or another. It\u2019s very easy to see the value of some (more conversions = good!), but some require a bit more context. <\/p>\n<p>The more metrics you can use to make informed decisions, the easier it\u2019ll be to assess problems and better set yourself up for success.<\/p>\n<p><strong><em>Dig deeper: Setting PPC goals: How to tailor KPIs and metrics for each funnel stage<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Max Trotter\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/Max-Trotter.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/Max-Trotter.png.webp\" alt=\"Max Trotter\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Max Trotter<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/maxtrotter\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Max Trotter is an award-winning digital marketer, with a focus on small business advertising. He is the head of marketing at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/normalbear.com\/\">Normal Bear Media<\/a>, a full-service digital marketing agency, and has helped hundreds of small businesses find success in paid advertising. Outside of work, you&#8217;ll find Max reading comic books or going on long walks with his dog, Teddy.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ppc-kpis-track-measure-success-443072\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leverage valuable Google Ads metrics like conversion rate, impression share and lifetime value for deeper PPC insights and opportunities. There are so many metrics you can track when running a Google Ads campaign. Yes, having more data at your disposal helps you make more informed decisions, but to someone new to paid search, all the&#8230;<\/p>\n","protected":false},"author":1,"featured_media":624029,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/3-PPC-KPIs-to-track-and-measure-success.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-624028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/624028","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=624028"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/624028\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/624029"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=624028"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=624028"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=624028"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}