Advanced metrics give a better picture of PPC success.
The wealth of information available about pay-per-click(PPC) campaigns can oftentimes be overwhelming. There seems to be a new metric everyday. But if multifamily property owners and operators are serious about campaign optimization, they should look past fly-by trends and conventional methods to find the analytic diamond in the rough for their PPC strategy.
Some of those common metrics like click-through rate (CTR) and conversion rate provide valuable information; however, they don't give the whole picture. Using more advanced metrics can help flesh out the entire situation and help marketers understand where they can improve.
Many metrics track who's coming, but what about those who are leaving? The bounce rate keeps track of prospects who visit one page on a website and then leave. Needless to say, a high bounce rate is no good. The problem may be with the web page linked to ad. Is the content clear? Is the design clean? Does it match the ad?
Average visit duration is a measure of the average amount of time a visitor spends on website. To understand how that time correlate to what prospects are doing on a page, run some basic simulations. How many minutes would it take to perform three apartment searches or click through a certain photo gallery?
Quality score is a straightforward metric. It tracks how a campaign's searches, keywords and ads perform as a whole. A low-quality score can indicate a weak link in the chain—be it a landing page, keyword group or certain ad.
Page yield can also help identify problem areas. Page yield tracks how much web traffic a specific page generates. If an important page isn't driving the desired amount of traffic, it becomes a stick in the mud for SEO. Perform an audit to assess underperforming pages and make changes accordingly.
Impression share metrics are a versatile way to measure how ad performance stacks up against competitors. This metric measures the number of impressions a campaign receives against the total number available — think of an impression share as a slice of the pie. There's Lost IS (budget), which will track the number of times an ad wasn't shown because of an insufficient budget. Lost IS (rank) will explain when ads weren't shown because of a weak ad rank. And Exact Match IS represents the number of searches for exact keywords against the whole, which are all very useful in assessing optimization.
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