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Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.
One of the most mind boggling parts of PPC management, is looking at the swath of numbers and available metrics for the first time. There's a lot of information there. The questions most new PPC partitioners have, tend to revolve around not the how-to's, but the now what's. As they try to decide what keywords to bid on, when to raise a budget, and when to delete something or when to expand. First thing we'll do in this lesson is examine what metrics you'll want to hold near and dear to your heart, based on your goals. And if you don't have, or haven't determined a PPC goal, now is a great time to set one.
Setting a goal for PPC needs to be measurable and specific. It needs to include a point in time with start and end dates, and you need to stick to it as best you can. Saying increased revenue is not a good goal, and it will just lead to frustration on your part. However, saying you're going to increase PPC revenue 25% over the next 3 months, is specific, timely and measurable. It will also allow you to determine what metrics to look at consistently, and aim for improvement in. But what metrics helped drive your goal? Well I can help with that.
If you are working in e-commerce, the metrics you are going to choose will be slightly different than that of someone who is doing, say lead generation, or just driving traffic. What you want to make sure you avoid is that glazing over, or being paralyzed by the amount of available data. For e-commerce, I recommend the following metrics as a priority. Cost overall per campaign and ad group basis. Conversion rate and number of conversions. Cost per conversion, or CPA, cost per action. The number of clicks and your cost per click. How many clicks are you getting, and at what rate? Outside of AdWords and Bing, you want to keep an eye on revenue, or total from PPC, transactions, the number from PPC, and your average order value.
For lead generation, here are some good metrics to follow, cost overall and a per campaign/ad group basis. Conversion rate and number of conversions. Cost per conversion, or CPA, cost per action. Clicks, and cost per clicks. How many clicks you're getting, and at what rate, so very similar to e-commerce. But outside of AdWords and Bing, this is where it differs. You want to keep track of the number of leads from PPC, and the quality of leads from PPC. This one is crucial to knowing whether or not you're bringing in the right kind of customers. Now how about for traffic generation? You want to take a look at cost overall on a per campaign and ad group basis.
But additionally, cost per click, the volume of clicks, the average ad position, and your CTR. Because with traffic generation, all you're doing is driving peer traffic. You want to get as many clicks as you can for as little cost as possible. Now as I was saying, these are what I would consider to be priority metrics but not everything. Only you know what success truly is for your business. Depending on what you're selling or driving traffic to, you're going to want to consider other influencing factors, like geography, time of day, day of week, and site behaviors like exit rate, time on site, and page views.
Just don't let yourself get overwhelmed. So how can you stay on top of reviewing your metrics? Well, if you haven't found it already, there's a home tab in your AdWords account. Simply click it, and you can build yourself a dashboard to find everything you need in one place, with drag-and-drop modules, see stats at a glance, and find trouble spots quickly. Let's check one out. Here in our AdWords account, we're open to the campaign screen by default. As I stated earlier, there's the Home button, and we're going to click it, and we'll be taken to the dashboard page. Here, you can see all of the different options that are available to you.
You can minimize a report, you can drag and drop windows, and you can customize the columns for each one of these modules. I highly recommend taking some time to play with this interface and set it up to your liking. If you'd like to make this dashboard your default when you log in, scroll down to the bottom, and you'll see the button here, for make this my starting page instead of the campaigns tab. Make sure that that's checked, and you're good to go. Well, there you have it, an easy, free way to review AdWords metrics at a glance.
As I said before, only you can define success for your marking efforts. Just make sure that if you haven't already set a goal for PPC, that you do so, so you can celebrate when you get there.
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