When it comes to pay-per-click (PPC) advertising, most businesses look to metrics like click-through rate (CTR), cost-per-click (CPC), and conversion rate to measure success. However, focusing solely on these basics may cause you to miss out on valuable insights that can further improve your ROI. For home service companies—where each lead counts—understanding more about the performance of your campaigns is essential. Real Time Marketing explores often-overlooked metrics in PPC management that can help you make smarter adjustments and see better results.
Quality Score
Quality Score is a metric used by Google to gauge the relevance and quality of your ads, keywords, and landing pages. It’s based on factors such as CTR, ad relevance, and landing page experience. A higher Quality Score can lead to a lower cost-per-click and a better ad position in search engine results pages (SERPs). Refining your ad copy, targeting, and landing page content to align more closely with user intent helps improve Quality Score, leading to more efficient use of your PPC marketing service budget.
Impression Share
This reveals the percentage of impressions your ad receives compared to the total impressions it was eligible to get. In other words, it indicates how often your ad appears to potential customers relative to the competition. A low impression share might mean you’re missing opportunities due to budget limitations or bids that are too low. Adjusting your PPC ad management strategy—whether by raising your budget for high-performing keywords or fine-tuning your bids—can help increase your impression share and capture more of the available market, driving more traffic to your website and potentially increasing your ROI.
Bounce Rate
When visitors leave your website after only viewing one page, it’s considered a bounce. A high bounce rate may indicate that your landing page is not delivering on what the ad promised, or that your website content, design, or loading speed is not meeting users’ expectations. This could lead to wasted PPC spend and lower conversion rates. Through regular PPC monitoring, you can make necessary changes to improve user experience and increase the likelihood of converting clicks into leads or sales.
Cross-Device Conversions
Today’s customers may interact with your ad on one device and convert on another (e.g., clicking an ad on their mobile phone, but completing the purchase on a desktop computer). Cross-device conversions track users as they switch between devices, allowing you to measure these complex journeys more accurately. Gaining a clearer picture of how your audience engages with your ads can help you decide where to allocate your budget and optimize paid search management campaigns for maximum ROI.
Real Time Marketing offers a full suite of digital marketing solutions, including PPC marketing services. Our experienced specialists know how to identify and leverage valuable metrics to improve your campaigns’ performance and help your business get the most out of your online advertising efforts. Connect with us today or fill out our online form to schedule a consultation.
