How to Measure the Success of Your Auto Dealership’s PPC Campaigns
It takes time and money to run Pay-per-click (PPC) campaigns, and it is important to measure their success rate.
Here are some PPC metrics to watch.
PPC
Metric 1: Click-Through Rate (CTR)
The Click-Through Rate (CTR) is an important PPC metric that every PPC marketer needs to watch closely. Your CTR is
measured by dividing the number of clicks by the number of impressions.
A good CTR indicates that your target audience
finds the ad helpful. It can also help detect click-fraud.
PPC
Metric 2: Conversion Rate
The Conversion Rate helps you analyze if your
audience is interested in your vehicles or service. As the goal of any PPC
campaign is conversion, your conversion rate is a better indicator of actual
returns.
The conversion Rate is measured by dividing the
number of prospects who completed the action by the number of prospects who
clicked on the ad.
PPC
Metric 3: Quality Score
The Quality Score is assigned by Google based on
the relevance of your keywords and the CTR of your landing page. The factors
determining your Quality Score:
- CTR of the keyword
- Relevance of Keyword to its ad group
- Quality of landing page
- Relevance of ad text
- Performance of previous Google Ads
PPC
Metric 4: Cost Per Conversion (CPC)
Cost per conversion (CPC) tells you how much you
have spent on every new conversion or customer. It is measured by dividing the total
amount spent on the campaign by the number of conversions.
PPC Metric 5: Impression Share
The Impression Share helps your auto dealership analyze
the quality of your ad. It can also reveal the quality of your keywords.
It is measured by dividing the number of times
your ad was displayed by the number of searches performed for that particular
keyword.
PPC
Metric 6: Bounce Rate
The Bounce Rate is the exact opposite of the conversion
rate. If your PPC ad is receiving a higher bounce rate, then it means that you
need to optimize your landing page.
The Bounce Rate is measured by calculating the
number of visitors who visited your auto dealer website but left without completing
the desired action.
PPC
Metric 7: Wasted Spend
Wasted Spend lets you understand how much money
is going waste due to unwanted clicks that don’t convert. You can save your PPC
campaigns from wasted spend by selecting the right negative keywords.