By Gregory Smyth
One crucial part of any business initiative is setting PPC goals, knowing how to measure when you have achieved them, and taking steps to get there. This is true for all aspects of business, but especially for pay-per-click (PPC) campaigns. So many advertisers are confused as to where they even start, but establishing goals and tracking success gives the framework for any successful campaign.
Defining Success in Online Marketing and Pay-Per-Click Campaigns
While the internet operates on its own rules, traditional business principles remain relevant. A successful initiative begins with defining what success means. In PPC, this means setting specific objectives rather than broad aspirations. Success could be measured in revenue, website traffic, cost efficiency, or improved conversion rates. The clearer the goal, the easier it is to measure progress.
Making Specific and Measurable PPC Goals for Better ROI
Your main campaign objective will almost always be tied to revenue growth, but your PPC goals should be more detailed and aligned with marketing activities. Examples include attracting more pre-qualified traffic within your target demographic, improving conversion rates from ad-driven visitors, or increasing profit margins from online sales by a defined percentage.
To avoid wasted spending, goals should be measurable and time-bound. Open-ended objectives risk spending their way out with nothing to display. A few months as a unit of measurement should be a convenient unit of measure. If there is no change, the time is ripe to rethink strategy or talk to online marketing specialists. Objectives also have measurable quantities, such as increasing conversions by 15% or reaching a cost-per-acquisition target.
Measuring PPC Campaign Performance with Analytics Tools
Using the analytics tool and the right method is one way to measure a PPC campaign’s effectiveness. Analytical platforms such as Google Analytics 4, Amplitude, Segment, or Tealium can determine where the visitors are coming from, how they are behaving on your website, and what campaign engagements they are having. The most important metrics to track are:
- Total traffic from sponsored ads, broken down by keyword, source, and campaign
- Conversion rates by keyword and campaign, including revenue generated and cost per acquisition
- Profitability by product or keyword group
- Average amount of time spent on the website by ad-driven users
- The most common page viewed after the landing page
- Shopping cart or form abandonment rates
- Any other measurable on-site actions tied to your campaign goals
By comparing organic to sponsored traffic, you know how PPC is supporting your overall plan. Long-term success is fueled by the proper combination of precise PPC goals, ongoing measurements, and actionable outcomes.
