What you should measure on your PPC? Many people can quickly tell: "Click-through-rate (CTR)". However, it really depends on why you want to run a PPC campaign. If you only care about traffic to your website brought by the PPC campaign, then it is fine to monitor the CTR; otherwise, you should measure other things. I must say that depending on which industry you are in, you might have to measure different things. I will use the travel industry as an example. Look at the table on the right side. When we look at the CTR, Campaign B apparently performs better than Campaign A because its CTR is 10% while A's CTR is only 5%. Some business owners might be content on this conclusion, but they are wrong. I will continue in “What you should measure on your PPC - Part II”.
Thursday, July 06, 2006
What you should measure on your PPC - Part I.
What you should measure on your PPC? Many people can quickly tell: "Click-through-rate (CTR)". However, it really depends on why you want to run a PPC campaign. If you only care about traffic to your website brought by the PPC campaign, then it is fine to monitor the CTR; otherwise, you should measure other things. I must say that depending on which industry you are in, you might have to measure different things. I will use the travel industry as an example. Look at the table on the right side. When we look at the CTR, Campaign B apparently performs better than Campaign A because its CTR is 10% while A's CTR is only 5%. Some business owners might be content on this conclusion, but they are wrong. I will continue in “What you should measure on your PPC - Part II”.
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