Pay Per Click Performance Statistics

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Once you start a PPC Campaign, you can read statistics about your performance . The ratio of ad clicks per page impressions is known as the "Click-Through Rate" (see CTR, below). If your PPC campaign has a low CTR because your ad is not showing up high enough on page one, raise your bid - and think about changing the wording of your ad.

How much money can you save if you work with PPC Tarmac? That's where site statistics come in.

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The headings on this chart (which you can click on to see large) are:

  • 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.

Basically, if you can't read and interpret your statistics, you are playing Russian Roulette, which is very expensive and frustrating.

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