Judging PPC performance, focus on conversions
September 30, 2008 | Internet Marketing
Many PPC newbies neglect to set up conversions tracking, and base their assumptions about campaign performance on the number of impressions and clicks, on ad position, and on CTR.
Those metrics are useful to gauge a campaign’s ability to drive traffic to your site—and especially the ability for a particular ad to attract clicks. But they tell nothing about your campaign’s ability to drive sales or leads.
Tracking and reporting on conversion data, and fine-tuning a PPC campaign’s performance based on that, sets PPC advertising apart from other advertising channels that have no such built-in abilities.
Here’s how you should view the most important metrics regarding your campaigns.
Get the full story at SearchEngineWatch
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