If you’re looking to bring in more sales leads, investing in a solid pay-per-click (PPC) advertising campaign could be just the ticket. But how do you know if all that time and money is paying off? Here are a few metrics to help you find out.
Impressions: In advertising, each time a person sees your ad, it’s called an impression. It typically takes several impressions before someone decides to make a purchase. So, even though a potential customer didn’t click on your ad, you still get some benefit. More to the point, you can’t convert prospects if you’re not being seen. If this metric is low, you may want to look into updating your keywords or upping your bids.
Click-Through Rate: This one’s obvious. How many people are actually clicking on your ad and visiting your site? It’s the first place most of us look when we think about measuring a PPC campaign’s success. If this number looks low, it could be that your keywords are irrelevant or that your content isn’t compelling enough. If you’re having a hard time getting it right, it might be time to hire a marketing professional or perhaps think about outsourcing those duties.
Cost Per Click: Getting plenty of clicks is great. But not if they cost you an arm and a leg. It can be difficult to identify what’s too high and what isn’t when you don’t know what everyone else is spending. But if you work with a marketing agency that specializes in field services, they’ll be able to tell you for sure. If it’s more than a couple of bucks per click, you may want to look into keywords that aren’t as competitive or lean into it and instead focus on increasing your conversions.
Average Position: Also known as ad rank, this metric shows you how your ad compares to those of your competitors. Google currently shows the top seven ads on page one, with the top four appearing before organic results. So, you really want to get into the top four in order to maximize your results. If you’re having trouble getting there, you may need to make some quality improvements on your website or maybe increase your keyword bids.
Conversions: How many people saw your ad, clicked, then visited your website and either entered their contact information or reached out to you for services? Those are conversions. A high number here means your campaign is looking good. On the other hand, a low number can seriously drive your cost per lead through the roof. If you’re looking to do better, you may need to make some improvements to your website or landing page.
Managing a PPC campaign that delivers results is a timeconsuming process that demands constant attention. If you need a hand, we’re here to help. Give us a call and we’ll work with you to help craft a budget-respectful online marketing strategy that brings in new leads and grows your business.
Contact the experts at FieldRoutes™ to schedule your demo.
