The first one, which is one of my top 3 metrics I would look at is the Bounce Rate:

The bounce rate measures the percentage of visitors who leave your site after viewing only one page. The reason why this is important is because a high bounce rate can indicate that your landing page is not relevant or engaging. Lowering the bounce rate can improve conversion rates and overall campaign effectiveness. Therefore no matter how much ad spend we invest in, if the landing page is not attracting customers, we won't even have a ROAS (Return of Ad Spend). This is why it's equally as important that the content we develop speaks to our prospects.

The second one I will speak about is, ROAS. With my background in finance, it's obvious that I take this metric very seriously too. ROAS measures the revenue generated for every dollar spent on advertising. This metric provides a clear picture of the profitability of your campaigns. A higher ROAS indicates better performance and higher returns on your advertising investment.

Finally, the third done, the Cost-Per-Click (CPC) is VERY IMPORTANT! This gives us an indication of which Ad is performing well in terms of cost against profitability. CPC measures how much you pay for each click on your ad. Monitoring CPC helps you manage your budget and ensures you are not overpaying for clicks. It also helps in optimizing your bids and ad placements.

The other key metrics are:

The Click-Through Rate (CTR) measures the percentage of people who click on your ad after seeing it. When there is a high CTR, it indicates that your ad is relevant and appealing to your audience. It also directly impacts your Quality Score and can lower your CPC. Monitoring CTR helps you understand how well your ad copy and keywords resonate with your target audience.

Your Quality Score is a rating from Google that measures the quality and relevance of your ads, keywords, and landing pages. A higher Quality Score can lead to lower costs and better ad positions. It’s important because it affects the overall effectiveness and cost-efficiency of your PPC campaigns. By improving Quality Score, you can increase the ROI of your campaigns.

A CVR is the percentage of users who complete a desired action (conversion) after clicking on your ad. Monitoring CVR helps you understand how effective your ad and landing page are at driving actions that matter to your business. A high conversion rate indicates that your ad is not only attracting clicks but also driving meaningful actions.

Cost-Per-Conversion (CPA) measures the cost of acquiring a conversion. CPA is crucial for understanding the financial efficiency of your campaigns. It tells you how much you spend to achieve each conversion, helping you manage your budget effectively and ensuring that your PPC efforts are cost-effective.

Impressions refer to how often your ad is shown to users. Tracking impressions helps you understand the reach and visibility of your ad. It’s a fundamental metric that provides context for other metrics like CTR and helps you assess whether your ads are being shown to a large enough audience to drive results.

Ad Position/Average Position indicates where your ad appears on the search engine results page (SERP). Knowing your average ad position helps you understand your visibility relative to competitors. Higher ad positions typically result in higher CTRs and more traffic. It’s important to monitor and adjust your bids and Quality Scores to maintain a competitive ad position.

Lifetime Value (LTV) estimates the total revenue a customer is expected to generate during their lifetime. LTV is critical for understanding the long-term value of your PPC campaigns. By comparing LTV to CPA, you can determine the profitability of your customer acquisition efforts. A high LTV relative to CPA means your campaigns are driving valuable, long-term customers.

These metrics are interconnected and provide a comprehensive view of your PPC campaign performance.

For example: A high CTR can improve your Quality Score, leading to a lower CPA and better Ad Position.

A good Ad Position can increase Impressions and visibility, which can lead to more clicks and conversions.

Conversion Rate directly impacts CPA and is influenced by the quality and relevance of your ads and landing pages.

Monitoring LTV helps ensure that the conversions you’re getting are valuable in the long run, making your PPC spending more efficient.

Here is my Case Study: These metrics are interconnected and provide a comprehensive view of your PPC campaign performance. For example:

Here is my case study: https://www.canva.com/design/DAGGg2p9URs/lmuAp_fXlPICIsqg3K1OVA/view?utm_content=DAGGg2p9URs&utm_campaign=designshare&utm_medium=link&utm_source=editor