27 November 2017
check the success of your auto dealer marketing, it is necessary to track a few
Key Performance Indicators (KPIs). Especially, in pay-per-click (PPC)
campaigns, you need to understand and analyze relevant KPIs, depending on the
type of campaign you are running.
on Investment (ROI) for the dollars spent on a particular campaign can be
measured using these KPIs.
are some important KPIs for your car dealership’s PPC campaigns.
Key Performance Indicator 1: Keep
an eye on Click-through Rates (CTR)
The Click-through Rate indicates the number of viewers who clicked on your ad. This
will help you gauge the effectiveness of your ads.
There is no
standard CTR percentage across industries. However, an
average CTR of 2.14 percent for the auto industry seems to be the standard among
If your CTR is below this benchmark, then rework your
Key Performance Indicator 2: Watch Your Quality Score
The Quality Score is a metric by Google which tells the relevancy of your PPC ads. It factors in KPIs like your CTR and the user-friendliness of
your campaign landing page, to arrive at a score.
your quality score is difficult, but a good quality score minimizes the cost of
your PPC ads.
Key Performance Indicator 3: Don’t
Forget Cost per Click (CPC)
per click (CPC) tells how much each click on your ad costs you. It is measured by dividing the total cost of the ad by the number of times the ad was clicked.
KPI will assist you to take a decision on the cost-effectiveness of your campaign.
Key Performance Indicator 4: Check
the Cost per Acquisition (CPA)
per acquisition (CPA) is the cost to acquire every new customer. It is measured
by dividing the total cost of conversions by the actual number of conversions.
CPA and ROI are inversely proportional. If the CPA goes up then your ROI will come down.
Key Performance Indicator 5: Conversion
Rate is Important (CVR)
rate (CVR) lets you understand the percentage of leads which convert into actual
customers. It is measured by dividing the number of conversions by the total
number of clicks.
increase in CVR will increase your ROI as well.
Key Performance Indicator 6: What’s
Your Impression Share?
if visitors see your ad once, it is counted as an impression, regardless of
them clicking on the ad or not. Impression share is calculated by dividing the
total impressions gained by your campaign by the total number of impressions
the ad is eligible.
is an indirect measurement of your competitors. If your impression share is
more, then the competitors’ ads are not displayed as often.
Key Performance Indicator 7: Know
Your Average Position
Your Average Position lets you know where your ad is positioned, based on both paid and
organic search results.
average position is around 3 then your ad will show up at the top, but if it happens to be around 7 or 8 then your ad will show up at the bottom of the ad list. Traffic will
be definitely less if your ad is at lower positions when compared to the top
more information on KPIs for your car dealership PPC campaigns, Contact Us.