When I was new to paid search I kept hearing about KPIs and whether or not they were being met. However, I don’t recall someone sitting down and talking me through the process of picking out KPI’s for each campaign objective.
KPI’s are often briefly discussed when creating strategies while tactics are more heavily prioritized. The opposite should be true.
KPI’s should be driving tactics and not the other way around.
Picking the right KPIs in any industry can help drive strategy and assure your client or boss that you’re heading in a positive direction. In this post, I’ll define KPIs, their importance, and provide 4 tips to choosing the most effective KPI’s.
What are PPC KPIs?
In the PPC world, KPI’s (key performance indicators) are metrics you’ve identified as the most important because they measure the true success of your campaigns. They should be tied to the goals of your campaign and help you understand which actions you need to take to reach your goals.
For example, if the goal of my campaign is to drive a high quantity of webinar sign-ups via a website form, my KPI should be the webinar sign-up conversion (which hopefully I’m tracking and syncing with my paid search account).
Why are PPC KPIs Important?
Since KPIs are closely aligned with the goals of your campaign, they’re important because they help keep your goal in mind when making decisions. Therefore, it’s important to know the goals and objectives of your campaign, before picking your KPIs. Without clearly defined goals, you can’t take the necessary steps to measure success and provide value to your client or boss.
Note: You may have secondary KPIs, too. You should not only rely on tangible metrics like conversions and ROI. Just like there can be secondary goals, there are also secondary KPI’s that can help ensure you’re on the right path to success (i.e. achieving your goals). – Read more