Analyzing Statistics

The Numbers Don't Lie

The headings on this standard PPC Performance Chart are:

    statistics_1_1.gif
  • Click Through Rate (CTR): the ratio of impressions (number of times Google showed your ad) to clicks received on that ad.
  • Cost Per Click (CPC): the average amount you paid every time someone clicked your ad and went to your landing pages.
  • Position (Pos.): How many ads from the top your ad showed up, on average (2.9 means you generally showed up as the third ad).
  • Conversion Percent (Conv. %): The ratio of visits to your landing pages and desired actions taken from there (someone signed up for something, bought something, etc.)
  • Conversion Cost ($ / Conv): What your current PPC and Landing Page configuration is costing you for each desired action.

There are three parts to effective PPC Management:

  1. knowing what questions to ask of your data
  2. consistently asking these questions
    3. , and
  3. doing something useful with the answers.

Good questions to ask include:

  • Which keywords are attracting the impressions?
  • Which ad campaign is the most productive?
  • Which Landing Page design in a split-test results in more sales?
  • What is the ROI of the strongest campaign?

PPC Tarmac is a turn-key trainer. At first, we work closely with you to ask these questions and make the necessary changes. After we have shown what a managed PPC campaign can do for your business, we train you (or someone in your company) to continue to analyze your statistics and ask the right questions. When you host with us, you can take the actions you need to on your own.

Once you are trained to get ROI from your PPC, our job is to be there when the answers don't seem to make sense, or you need new designs to increase your leads, your prospects, your client base and your bottom line.

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