Editor’s Note: This marketing infographic is part of our 25 part series.
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Original Publication Date: December 12, 2016
Did you know that Google AdWords has more than 100 metric acronyms? And that Facebook has more than 75?
But to be honest, there’s a lot of things that they’ll cover that you don’t need to know.
It’s easy to get caught up in metrics. But you should only get caught up in the metrics that matter.
That’s why we partnered with Kissmetrics to bring you the insights you need around PPC analytics. You can use these insights to generate more conversions, sales, and revenue with less PPC traffic.
Take a look at the GIFographic below and see which phase you’re currently in.
You’re Optimizing For Traffic
Now before we get started, it’s important to explain the various ways you can go about improving your PPC performance.
Just like a workout at the gym, there are different things you can focus on to get faster results.
Are you wearing that full-body leotard sweating your face off or do you truly have no idea what you’re doing?
If you find yourself optimizing for PPC traffic, then you’re probably focusing on the PPC analytics like clicks, impressions, click through rates (CTR), or quality scores.
The only problem with that, is that those metrics aren’t correlated with your end goal, making more money.
More traffic ≠ more money.
Instead, more quality traffic, an optimized landing page/website, and a great sales process = more money.
Without knowing this, you’re focused on lowering your cost per clicks before lowering your cost per conversion. It should be the other way around.
If you keep staying in this area, then your PPC analytics will only get as good as they are in your PPC account. Your bank account won’t thank you.
You’re Optimizing For Conversion
If you’re in this phase, you already know how to use all the workout machines at the gym. (Unlike that guy earlier).
You’ve moved past focusing on the micro metrics mentioned earlier. Now your mind is set on improving your conversion rates.
By increasing your conversion rates, you start seeing that your cost per conversion is dropping, making it much easier for your PPC campaigns to gain traction as everything is much more affordable.
You start focusing much less on cost per clicks, because you realize that conversion rates move the needle much faster for your business.
The only challenge left for you is that all those extra conversions aren’t turning into sales at the rate you were hoping.
You’re Optimizing For Sales
Remember that time you walked into the gym and saw this guy?
Yes, that’s you now. Metaphorically speaking, you’ve gone from not knowing anything about fitness, to having perfect form, to rocking self-tanning oil with the best of them.
Realistically speaking, you should have enough experience now to know which PPC analytics truly matter.
Number one — Sales.
Instead of trying to generate more conversions to make your PPC reports look pretty, now you’re willing to sacrifice surface-level PPC metrics to achieve your ultimate goal.
In this phase, you’ve started tracking all your PPC activity down to the keyword, placement, and audience.
Your search, social, display, and video campaigns are all held to the same quality check — money being made.
But soon, you start to realize that certain PPC channels bring you different types of conversions and sales intent traffic. For that reason, you can’t have all of your different types of traffic go to the same landing page.
Instead, you start testing new calls to action (CTAs) and offers, to match the intent of the traffic with a CTA they get excited about.
Because of this, you also start seeing that PPC traffic can enter your funnel in different stages. Search being the closest to your end goal, while display starts at the top of the funnel.
Best Customer Attraction
As much as you look great in bronzer, you know that it’s not your strongest quality.
And just like marketing efforts paired with the correct PPC analytics, you’ll find out which types of campaigns, ad groups, and ad sets bring you customers that have the longest lifetime values.
Which combinations of keywords, ads, and landing pages did the prospect go through before converting?
With your analytics, you can start measuring not just the volume of sales, but the individual currency value of each sale, down to the micro-est of levels in your PPC campaigns.
Wouldn’t you rather double down on workout PPC targeting that ultimate brings you the best results?
You might find that it’s not just as clear cut as the right mix of keywords, ads, and landing pages. It may have to do with the salesperson, or other PPC components that impact your campaigns’ performance.
Revenue Split Testing
When you’re at this level of PPC mastery, you start seeing that higher conversion rates are only good if they positively impact revenue generation.
Certain types of split tests might open the doors for lower quality conversions that stress your sales people in a negative way.
This means that their closing rates could start falling, and overall, it looks like their performance is dwindling. Making the higher ups even more upset since marketing is apparently “kicking ass”.
Because all PPC traffic can generate conversions with different sales intent, it’s also important to note that search traffic has smaller micro funnels of different keywords.
You may be bidding on different keywords thinking that they should all convert at the same rate, but instead, they each enter your funnel in different stages like this:
The more specific the keyword, the more likely it is to convert (usually) – which leads to the visitor taking “action”.
Keep this in mind when you start split testing, and if you can, track the revenue difference being generated from each test you run.
Now It’s Your Turn…
Going from scrawny to muscle man in the PPC space isn’t easy. It takes the right PPC analytics to diagnose what works and what doesn’t. But when you do, you’ll have a much clearer and holistic picture that ties to your company’s bottom line.
So do what Arnold Schwarzenegger would do.
Print out this gifographic, put it on your wall, eat more protein, and make more money.