Pay Per Click Metrics That Matter – Why You Need To Look Beyond The Top Metrics

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Paid media platforms such as Google, Facebook & Bing offer an exceptional way to reach to
your targeted audience. Using those platforms, one can not only create brand awareness but
can also generate qualified leads and get conversions. Finding pay per click metrics that matter is a challenge, so read on to improve your PPC campaign and ultimately your business.

Usually, we look at the top metrics while analyzing the performance of our campaigns. Is the
cost per clicks low? How many conversions did we get? How many impressions did we
received, but if you look beyond the top metrics, there lies the original picture. Getting the
audience to click on your ad is one thing, but what we really get from the leads (sales, downloads, phone calls, etc.), in the longer run, should be our main objective.

When you start thinking about the long term, you actually start digging deep and often find
yourself where very few ever cared to reach. It’s one thing that you get a good return on your
investment from one campaign, but it’s entirely different thing to actually utilize those leads in
the longer run. In the other words, you should be focusing on the lifetime value of the leads
rather than temporary gains.

For example, you started a Facebook ad campaign which got your page more likes and
engagement than you expected. But if you are doing nothing to retain the attention your
page received, then all the efforts and money will go in vain.

Start focusing on the post-click experience

Your call to action determines which sales funnel would be better for the potential customers
because it’s never “one size fits all”. You have to set a specific line which your users can follow
and you have to test it out and ensure that it’s working well before you launch the campaign.

  • If you have chosen phone call as a call to action, make sure that you have enough
    manpower to handle the calls. Also, you want to make sure that only the trained
    professionals are answering the calls because if they will be unable to provide
    information instantly, the customer will not take the next step. Also, the wait time should
    be minimum and it should be human on the other end of the phone if you really want
    that click to convert into an actual sale.
  • If the call to action is “Email”, then make sure that you have a proven and tested email
    marketing strategy in place. Getting people to open a promotional or any sales related
    mail is a tough task, but it can be done by employing a good strategy, using compelling
    copies and engaging images.
  • If we are directly trying to get the sales, make sure that item is available. Also, if they
    leave the site after adding the product to cart, reach out to them via email. It will
    drastically increase your chances. Even if they make the initial purchase, stay in touch
    with your customer via mail or social media.

As mentioned earlier, the top level metrics are just the tip of the iceberg. If you really want your
paid campaign to be successful, you must ensure that everything, from the start to beginning is
synchronized to perfection.

View our suite of PPC Management Services designed to get the clicks, conversions and develop long term customers.


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