Archive for the Cost Per Acquisition (CPA) Category

Utilizing Google AdWords Sitelinks My Way

Tuesday, August 17th, 2010 | Permalink

I’ve previously written about my affinity for Google AdWords Sitelinks.  By offering users up to 4 potential landing pages grouped below the ad, you are allowing them to click the most relevant link and make the conversion process easier.  This extension is especially great for branded searches because they can be vague.  For example, if I type in “Nike shoes,” Google doesn’t know whether I am looking for men’s shoes or women’s shoes and will serve the generic branded ad.  Sitelinks gives the user the choice to visit the most appropriate page.

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Understanding Metrics: Conversions per Impression

Sunday, January 31st, 2010 | Permalink

Recently there has been talk of a new metric within the PPC industry: conversions per impression. I first read about this metric from Chris Crompton of Search Engine Land.

In my view, this metric represents the overall effectiveness of your PPC campaign. The click-through rate (CTR) measures how relevant your ads are to user search queries. The conversion rate tells you the percentage of visitors who complete your predefined goals once the ads are clicked. These are important metrics, but it may be time to consider conversions per impression (CPI) as well. Let’s take this example:

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The Three Tiers of a PPC Campaign

Monday, September 21st, 2009 | Permalink

ROI, CPA, CTR, CPC”¦these are all metrics that you can use to evaluate your pay-per-click (PPC) campaign.  The amount of data available to you can be overwhelming (so can the acronyms, defined below).  The challenge is determining which of these are true key performance indicators (KPIs) and why they matter.

A three tier structure organizes PPC campaign metrics by level of importance.  Tier One metrics represent the most critical data, while Tier Two and Tier Three metrics do not demand as much attention.  It’s not that certain metrics are irrelevant.  All of these metrics should be analyzed and acted upon in order to improve your PPC campaign success. However, a three tier structure places PPC metrics in order of how well they reflect the success of your PPC campaign.

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