Posted by: Ben Austin

Posted on: March 20, 2012 1:53 pm


Measuring Your PPC Campaign Performance

We all know that a successful pay per click campaign is one the gives a high return of investment. It is also common knowledge that a PPC campaign is an expensive online marketing process. This is why if your campaign does not generate a considerable amount of income then you might see your entire business going down the drains just because of an Online Marketing campaign that did more damage than good to your online business. Do not get me wrong though, PPC is one of the most potent online marketing strategies available, if done correctly it would increase your websites’ return of investment significantly. If for some reason however, you would be targeting unproductive keywords then you will just be losing a lot of your PPC campaign budget.

Stop Losing Money in PPC

Nobody wants to lose money in the course of their business; sadly a lot of SEO companies or SEO consultants are losing investments because of an improper PPC campaign implementation. In order to prevent this, the Pay Per Click campaign should be tracked and monitored properly in order to determine what works and what does not work. There are a lot of tools made available to track PPC campaigns and with the large number of tools made available it might confuse the user rather than help in tracking the progress of the PPC Campaign.

How to Measure Progress?

As stated there are several methods or tools used in tracking the progress of the PPC campaign, however, the adage “less is more” is applicable in this case. This is because a PPC advertiser needs to use only the most efficient strategies or tools in measuring the progress of the PPC campaign. The following are some of the metrics that can help track progress in the Pay Per Click campaign:

1. The Quality Score – Google’s metric to measure keyword relevance in a pay per click campaign. This metric will determine the relevance of the ads to the website assuring that the website visitor will be looking only at relevant advertisements.

2. CTR or Click Through Rate – the click through rate is based on the number of impressions and its ratio with the number of ads clicked. Knowing the click through rate will give you an idea on how many of your site visitors is actually clicking your displayed ads.

3. Actual PPC budget loss – one of the best indicator may be on the performance of your PPC campaign is the actual financial loss in your PPC budget, the bigger the loss the higher the inefficiency of the PPC campaign, the lower the loss means that your PPC campaign is on the right track, although no loss is preferred over low amount of loss.


Measuring the PPC Performance does not have a single metric, the different metrics stated above should be used in order to gain an accurate insight or an accurate measure on the performance or how your PPC campaign is faring, remember that tracking your progress will allow

Ben Austin

Ben Austin

As the founder of SEO Positive, Ben possesses a deep understanding of online marketing and is renowned for his forward thinking strategies and investigative approach towards optimisation. Ben will be keeping our readers up to date with company news and offering tips and tricks from an executive’s perspective.

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