How to use conversions to measure your PPC campaign?

When you run a PPC campaign, you need to measure the campaign's outcomes to ensure that it is going in the right direction. Some of the factors that help to measure your PPC campaigns are clicks, impressions, the average cost per click and conversions. Out of all, conversions are the most important thing to check how your campaign is affecting your business's results. Even if you have hired a PPC agency in Toronto, they will use conversions, along with other metrics to measure the success of your campaign.

What are the conversions?

A conversion is an action or event that a customer takes on your website or app. This action or event is chosen by you to measure the purposes of your PPC campaign. It must have some value for your business and should also fit within the targets you have set for your campaign.

Conversion Types

There are many types of conversions that you need to know:

Website purchase:

The most common type of conversion when someone buys something from your website or app.

Website lead:

Instead of sales, you can track actions taken by the customers that can lead to sales in future. For example, a customer has filled out the form on your website that you can use for sales in future.

Page View:

If you want a customer to visit a page, it can be considered as a conversion.

Sign Up:

If you want people to sign for your newsletter or register for an event, it will help you to track your success.

App Installs:

If the main aim of your PPC campaign is to encourage people to download your app, you can track this outcome across multiple platforms.

Some other conversion types are app first opens, in-app actions, and phone calls.

Conversion Rate

So, you need to define the right conversion tracking for your campaign. Once this is done, you need to use some other metrics to track your campaign. One such metric is conversion rate.

What happens is when you monitor conversions, it also keeps counting of how many times your ads have converted. However, you might not get a clear view without doing some maths.

Let’s understand by an example, suppose you are comparing two campaigns. Both have three conversions each. It does not mean that both the campaigns have performed equally. There is a possibility that one campaign might have received five clicks and others might have had 200 or more. 

Here conversion rate helps you to track your success. It is the percentage of clicks your campaign has received which has got you a conversion. It will give you a clear idea of how your PPC campaign is performing and the web design company in Toronto that is running your campaign can make amendments in your campaign.

How can I improve my conversion rate?

If you are constantly monitoring a low conversion rate, it means some issues need your attention. 

First of all, you need to check that your ads are relevant. Ensure that you are showing results that people are searching for. Check your advertising copy and ensure that it describes what you are advertising.

Another thing that you need to check is whether your landing page is optimized or not. Rather than redirecting your users to your home page, redirect them to a specific page where you want actions to happen. For example, if you want users to fill the contact form, redirect them to the contact form page rather than the home page.

Wrapping up

Conversion is one of the most important metrics to measure the success of your PPC campaign. Hire a PPC agency in Toronto which has years of experience and skilled professionals to manage your PPC campaign.