Many metrics for PPC testing depend on the mode you are currently in, testing or scaling. For leads or sales, conversions are important. ROAS and conversion rate are also important to see if ads are being useful to allow new customers to buy your product or service. CPC or cost per click is very important from your company’s budget standpoint. Overall, quality, views, and impressions are very important for ads to work. The number of times your ad displays (impressions) is only good if the quality is good also. All these attributes are cumulative.
Key Takeaways:
- Core metrics differ depending on whether you’re after leads/sales or brand awareness.
- Improvement should be steady and constantly growing, not just a temporary leap.
- If impression share, conversions or CTR decline significantly in the first day or two, then there’s a flaw in the test.
“Every metric has its own unique criteria and behaviors, and it’s important to know when you want to see a metric go up/down.”
Read more: https://www.searchenginejournal.com/which-ppc-metrics-should-you-focus-on/374213/
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