If you are running lead generation campaigns on Google AdWords and Facebook, there are a number of key ppc metrics that you need to watch on a regular basis.
Here you can find a list of the ppc metrics that we monitor and what they mean:
Table of Contents
Key Lead Generation Metrics to Monitor
On Facebook
Total Impression – how many times has your ad been shown?
Total Reach – how many people have seen your ad?
Total Link Clicks – how many time has your ad been clicked on?
Total Leads – how many people have opted in for your offer?
Total Cost – how much money has been spent in the campaign?
Total Purchase Value – how much money has been made on the campaign?
Cost Per Link Click – How much did it cost to get one person to click on your link?
Click Through Rate – What is the percentage of people who clicked on the ad based on how many people saw it?
A good CTR in the newsfeed is between .08% – 1.5%. Sometimes this number can be much higher for retargeting.
CTR is not as important as your conversion rate, so if your ad is converting within the metrics you deem acceptable you can leave it as is, but if your ad is getting less than .05% you should test copy and images.
Frequency – This is how many times someone has seen the same ad. You want to monitor this metric at the ad level and keep it under 3.0 – 5.0 when possible, the higher the number goes, the more times the same person has seen the same ad.
On Google AdWords
Cost per conversion – We want to know most importantly: “how much is it costing us to get someone to take the desired action”
Click Through Rate – What is the percentage of people who clicked on the ad based on how many people saw it?
Total Clicks – how many time has your ad been clicked on?
Total Leads – how many people have opted in for your offer?
Total Cost – how much money has been spent in the campaign?
CPM (Cost per 1,000 Impressions) – This is an interesting metrics to watch so that you can see the differences between the Facebook and Google platform. This is how we can quantify the much greater reach of Google vs. the greater action on Facebook.
Cost Per Click – How much did it cost to get one person to click on your ad?
Conversion Rate – How well is your landing page converting?
*Remember with AdWords we can research data both in AdWords and in Google Analytics to dig deep into how your campaign is performing.
In Conclusion…
This is just a quick list of metrics to monitor and what they mean for your lead generation campaigns.
If you need some help figuring out how to make them work for you, reach out to us.
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