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Are Pay Per Click Results Measurable?

Justin Tadych
by Justin Tadych on Apr 27, 2007 2:42:00 PM

Yes! That is the beauty of Pay Per Click Advertising. The major PPC advertising venues supply you with a variety of tools to measure your return on investment. The tools vary slightly in name and look across the three major PPC Engines (Google AdWords, Yahoo Search Marketing and Microsoft AdCenter) but they all offer similar measurements.

Your 1st line of measurement is usually offered in the form of a campaign summary or dashboard that shows you what is going on in your campaigns. These summary pages allow you to see your account status and budget as well as several performance metrics including clicks, impressions, cost per clicks, conversions, monthly spend etc. Basically a quick snapshot of what’s going on.

More detailed reports are also available in the major PPC engines reporting centers. These reports will tell you almost anything you want to know about your campaigns. Want to know how much you spent yesterday at noon? Run a report to find out. Want to compare weekly conversion rates vs. weekend conversion rates. No problem run a report and find out. Want to see which ad has a better click through rate, or better yet which landing page leads to the most conversions? You guessed it, run a report and find out? I could go on listing report scenarios for pages. Instead I will just show you a screenshot from the Google AdWords report center that shows some of the options you have when it comes to reporting.

These are just some ways to measure the success, yes I said success, of your PPC campaigns. With proper optimization and proper monitoring your PPC campaign should be yielding a positive ROI whether it be in sales, signups, leads or any other actionable goal.

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Justin Tadych
Written by Justin Tadych
Justin is our Assistant VP, Online Marketing, focusing on online advertising strategies and services. Priding himself on running the most effective and efficient ad programs possible, Justin focuses on maximizing Return On Investment while generating the best possible results for our clients' online advertising programs.

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