Ways To Measure Effects Of Your Ppc Campaign

How can you assess the effectiveness of Pay per click marketing tool that plays an

important role in your internet marketing strategy? Figuring out the results of your Pay Per Click campaign is a simple procedure that requires only the basic understanding of how SEO and Pay Per Click works and the use of web analytics tools. Here are some tips that you can use to know how effective are the results of your Pay Per Click marketing strategy:

1. Integrate PPC with your web analytics tool. Avinash Kaushik, author of the book "Web Analytics: An Hour a Day" recommends using several web analytics tools and integrating your PPC data into it to measure the effectiveness of your campaign. Kaushik points out that it's important to have access to the backend of your analytics tools so you know exactly what is happening behind the scenes (instead of paying an SEM agency to do this for you as a service).

2. Identify your key performance indicators. You have to know what exactly generates a 'sale'. Was it a click that lead to a sales capture page that made you generate money? Or was it the actual sale or service? Tracking user behavior will allow you to get to target which are the key performers in your particular PPC.

3. Get to know unique visitor history. The number of unique visitors varies per campaign and it is necessary to know how much you had spent to get them to visit your site, even if they did not buy anything or submit their information. If you know this, then you will find out which part of your Pay Per Click campaign is not working in your favor. When visitors come and go and income is generated, you may be using the wrong keywords.

4. Apply a split test. Online marketers have a technique known as a split test that can identify what are keywords or keyphrases that are bring them the maximum conversions in their respective target markets. A split test can be conducted by running the same advertisement using three different ad service providers at the same time. This will enable your to track clicks, see from where the most clicks are coming from, and pinpoint how your target market finds your website. This data is used to decide which ad service provider will be retained exclusively based on the highest yielding return.

5. Know the cost of each acquisition. When you know how many visitors your website has and how many of them actually generate you income, you can accurately compute the individual acquisition cost of your campaign. This will tell you exactly how much you have spent to get a sale. Then, you can calculate the average selling price and study your ROI.

Measuring the effectiveness of your pay per click marketing strategy can take time and you will need to tweak it as you go along. Still, it's a process that every savvy marketer needs to go through in order to optimize their ads and get the highest conversions from each and every campaign.

by: Franklin R. Nelson

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