SEO & PPC are basic tools of Digital Marketing. The moment I say tools it generally means that you cannot dive into the strategic traffic and lead generation model until and unless you have the balance road map for your business. I have explained SEO and organic mechanism of traffic generation at my previous page and here I am going to help you with the detail description of Search Engine Marketing or broadly known as Pay Per Click Management. There are huge list of advertisers who didn’t get ROI from PPC and they bid on keywords on primary seasons and dedicated time frames.
What is Pay Per Click Advertisement?
The premium ads which are shown to user for traffic and lead generation are commonly known as PPC. These ads are visible into colored box and at Google those ads are marked by the text “AD“. Google is the largest search engine and provides biggest search marketing platform. Google has the association with other search engines where the ads are show, like AOL and these ads are also shown at Google Map, Google Video and on the other website who have subscribed for Adsense program, offered by Google.
Responsibility with Google for Paid Program
Google holds no responsibility for any business success for any advertisers and it’s model works on either Pay Per Click model or Pay Per Impression model. Once the user clicks on the Ads the Google didn’t hold any responsibility of leads, business or sales and it becomes the responsibility of the advertisers to route the visitors for further engagement and lead generation & business generations.
There are numerous pay per click management platforms which works on similar models. Some of the most popular platforms with huge Ads distribution networks are-
1. Yahoo Ad Network
2. Microsoft AdCenter
2. FaceBook Ad-Management
Most Considerable Metrics for Pay Per Click Campaigns (Adwords)
Effective ROI via paid marketing have some hierarchy for success. You cannot just assume affordable ROI just by setting budgets and ad-copies, rather there are some metrics which should be considered and optimized regularly to yield affordable returns
PPC Metric #1: Converted Clicks- Converted Click in the Google Adwords campaigns hold the data of total conversions whether it’s sign-up, lead form, sales or any configured desired actions. This holds the data of all the clicks which finally opted for desired action in the period of 30 days.
PPC Metric #2: Clickthrough rate (CTR)- CTR column of the Google Adwords holds the percentage of data of clicks divided by number of impressions. For example, if your ads received five clicks and 1000 impressions, then the CTR of your campaign will be 0.5%. Higher the CTR more will be the quality score and lesser will be the avg CPC
PPC Metric #3: Cost Per Click (CPC)– CPC column holds the data of the amount charged by Google for each click on advertisers Ad-copies. Advance CPC management can be seen here Adword Biddding Options: Best Practices
PPC Metric #4: Quality Score- It is the most qualifying metrics which holds and determines the overall performance of any campaign. It’s just the credit score assign by Google to the relevant campaign and keywords and finally determines the higher level of performance. Quality score ranges from 0-10. 0 Being the least and 10 means the highest values