How to Measure the Success of Your PPC Campaign

Put down the proverbial red pen and step away from the PPC campaign.

If you’re like most advertisers, when your PPC campaigns aren’t hitting a specific ROI threshold, your immediate reaction is to end your campaigns. Don’t! You might still be making money.

Let’s say you’re running a music campaign. While alternative music conversions are down 5%, EDM conversions are up 15%. It doesn’t make sense to kill both campaigns when one is still producing revenue.

Instead of focusing on a specific ironclad ROI rate, evaluate your campaigns’ efficiency. Look at them from the macro level while reviewing their data. Then reinvest in the ones that are performing well. Here’s how.

1. Look at the Macro Level

“Look at your campaigns from a macro, not micro level,” recommends Eli Martin, eZanga’s Director of Sales.

“Too often advertisers don’t look at the big picture. They don’t understand why traffic works for some campaigns and not for others. Perhaps they hit the right bid with the right keywords; the network was simply prime to convert.”

Unfortunately, most advertisers jump right to the end of the monthly report, see the numbers don’t meet their projected ROI, and nix the campaigns. Instead, they should pump the brakes and ask themselves: Do I have enough data to justify pulling the plug on my campaigns?

Probably not. Remember, results take time. You wouldn’t pull a cake out of the oven 30 minutes early, would you? The same principle applies to running a campaign.

Let’s say you run an electronics campaign for two weeks, while a competitor runs one for six months. After two weeks you see no results. Meanwhile the competitor is able to see a gradual positive growth because they’ve collected six months worth of data. Here, the latter example illustrates why it’s important to give a campaign time to grow.

2. Review Campaign Data

Once you’ve collected an ample amount of data, it’s time to look at some KPIs, specifically the:

Conversion Rate. Compare monthly (and yearly, if applicable) data for click-through rates, average cost per clicks, and conversions. Look for trends that may mirror seasons or consumer habits (eg. back-to-school, vacations, etc.). While you might not be hitting that 20% ROI you wanted for 2015, you may discover that overall revenue is up 10% from six-months earlier.

Cost per Acquisition. Jeff Baum of Hanapin Marketing uses five metrics to measure his accounts’ success. The first one he always looks at is the cost per acquisition. The CPA immediately tells him whether or not his accounts are on track. Then he either goes into “cost control mode” or “volume driving mode.”

If your ROI isn’t as high as you would like, but your CPA is relatively low, then you’re probably not in the red. And that’s a good thing. You can still adjust your campaigns and reinvest in what works.

3. Reinvest in What Works

One bad apple doesn’t need to spoil the bunch. Let’s say you have four PPC campaigns. Two of those campaigns are underperforming while the other two are knocking it out of the park. It doesn’t make sense to cancel all four campaigns.

Take some of the budget from the two mediocre campaigns and reinvest it into the two winning ones. Remember to ditch that “glass half empty” mentality, and instead focus on the positive. The glass is half full of money, and there’s the potential to make more.

Once you reinvest your budget, again, give it some time and see how your ROI changes.

Conclusion

Measuring the success of your PPC campaigns is more than just hitting a specific ROI. It’s collecting data, evaluating what’s working, and adjusting your budget. Remember you’re still making money; don’t be foolish and throw it all away.

  This article originally appeared on eZanga and has been republished with permission.
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Author: Jay Leonard

Jay is a UK-based cryptocurrency expert, specialising in fundamental analysis and medium to long term investments. Jay has a great deal of hands-on experience in analysing financial markets and performing technical analysis. Jay is currently focusing on the institutional adoption of cryptocurrency and what it means for the future of

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