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  by Patrick Bailey |

How to Measure the Success of Your PPC Campaign

A PPC campaign or a pay-per-click campaign is used to drive traffic to websites. Essentially it is an advertisement and when clicked on, the advertiser pays the publisher. The idea behind this was not only to raise website traffic, but it is used to measure cost-effectiveness and profitability of internet marketing.

Pay-per-click is usually a fixed price per click, but in some cases, the advertiser will sign a contract allowing the advertiser to compete against several different advertisers in an auction hosted by the publisher. The advertiser would simply bid, or let the publisher know how much they are willing to pay for an advertising spot.

Depending on what the advertiser may be looking for or trying to achieve will be a deciding factor on whether they choose a fixed price model or a bid model. “Clicks” are used to measure attention and interest and advertisers will narrow the success of their PPC campaigns to different things.

Measuring Success: Six Things to Know

To create and have a successful pay-per-click, you need to consider used key attributions that will set yours apart from advertisers. Using specific keywords, power words, the right landing page, and learn to experiment with your PPC. These things can and will put you on the right track to create a successful pay-per-click. To find keywords and power words for your campaign, you can use a keyword generator or a keyword tool, but the ones they give might not all be good, relevant words for your success.

This means you must evaluate what you need in your PPC and eliminate the ones that do not fit. The landing page can be referred to as the make it or break it part of a pay-per-click.

To start a conversation, it is crucial for the advertiser to choose the right landing page. Basically, when setting up a PPC, it can be some trial and error. To drive more traffic to a website do not be afraid to change the size, color, text, or place of your pay-per-click. It will either better it or make it worse, in which you will know what not to do next. While these few things are considered to be important in creating a successful pay-per-click, measuring the success of one can depend upon many different things.

Conversation Rate

This is one of the number one statistics used to determine the success of a PPC. Creating a conversation means that someone viewed and clicked on your pay-per-click and began talking about it. The conversation rate and conversations created are beneficial and ultimately contribute to the success of a campaign because it means you are getting people to buy from you.

For example, if your pay-per-click campaign is receiving large amounts of click-through but is receiving low conversations, it could mean that your campaign is interesting to consumers but the landing page that is chosen might not be ideal. A conversation rate will benefit your campaign whether it be quality awareness, financially, or to gain more information about what you can do to better your PPC.

Quality Score

Keywords, as stated before, can be one of the most beneficial aspects of creating a successful pay-per-click campaign. A quality score is what different search engines like Google, Bing, and Yahoo use to rate how relevant your keywords and power words are. When they come up with a quality score, many different factors are taken into consideration.

These are all combined to determine the quality score and having a good quality score can also help you determine search rankings and how much you could potentially pay for each click.

Click Through Rate

A poor click-through rate or percentage can indicate that maybe certain keywords and power words are not what they need to be. It is also important to use a click-through rate to measure your pay-per-click campaign success because it is a factor in determining quality score. Which is also how you can measure the success of a PPC campaign.

Cost Per Conversation

A pay-per-click advertisement could potentially increase conversation which gains you a new client or customer, but the amount you spent might be more than intended. Spending more money than you are making on new clienteles then your money is not being spent wisely. As a business owner, making wise investments is key to keeping your business afloat.

While you may not have gained as much money on the conversation as you have spent on campaigning, it is information that can be used to improve PPC. Keeping track of the cost per conversation is a great factor to look at when measuring the success of a pay-per-click because you can learn from mistakes and raise what you are gaining per conversation.

Wasted Spend

This measurement is actually the opposite of what cost per conversation is. It is the exact amount of money being spent and wasted on PPC campaigns that have been clicked on but not gone any farther. Meaning that someone is clicking on your advertisement, not starting a conversation, and tossing the pay-per-click.

To keep from wasting large amounts of money and getting nowhere with your PPC campaign, it is important to use “negative” keywords. This keeps your PPC campaign from showing up in a search engine because of irrelevant words. As said before, this is why choosing relevant, important keywords are important.

Social Media

While not everyone wants a large presence on social media, it is a good way to measure the success of a PPC campaign. With how large social media is in this society and how fast news can travel through it, it is no doubt that campaigning through social media can be successful. You can measure the success of your PPC campaign on the social media platform by looking at tweets, Facebook posts, retweets, favorites, pictures posted, etc.

Before deciding to use social media for your pay-per-click campaign you must first decide if a social media presence is what you are looking to gain.


While this might not seem like the best way to measure PPC success, if your goal is brand coverage or awareness, you should use impressions to measure your campaign. Although the advertisement might not get clicked on, it is still likely that the user still viewed and read your PPC. While it may seem as though nothing is being gained or profited, your advertisement is still being viewed.

Every advertiser has different goals and possibly has different goals for each different pay-per-click campaign. Measuring the success of your PPC campaign is beneficial to you, your products, and your company. Essentially, measuring the success of these things allows you to set more goals and give you room to grow on your advertisements. Since there is no such thing as a perfect PPC campaign, you can always look forward to doing better in each advertisement.

Key Takeaway

It is important not to wait until the end of a campaign to keep track of and review results because you want to be able to see the progress throughout the whole campaign. This allows you to make changes and improve mistakes along the way, raising the chances of completing a successful PPC campaign. Essentially, the success of a PPC campaign is all broken down into what is wanting to be achieved by the advertiser.

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