Thursday, September 21, 2017

Internal Link Structure Best Practices to Boost Your SEO

Internal Link Structure Best Practices to Boost Your SEO

Wednesday, September 20, 2017

5 Budget-Draining Facebook Ad Mistakes (And How to Resolve Them)

There's no denying that Facebook ads can be a potent marketing tool when done correctly. The social media giant offers numerous options for reaching a wide range of consumers and marketers are taking notice. As a matter of fact, 92% of marketers are now using the platform for their ad campaigns. But like any marketing strategy, Facebook ads can be disastrous financially if they're not planned properly, a fact that countless businesses have discovered.
Luckily, there are a number of best practices and tips that can help you get the most from Facebook ads. Read on to learn about the usual mistakes to watch out for when posting ads on Facebook and how to resolve them.
  1. Focusing on the Wrong Demographic
Facebook has arguably developed one of the best ad targeting capacities in the digital realm, which is why the social media site is so effective in reaching various demographics. Unfortunately, many businesses are not taking advantage of this feature. This is a dire situation as focusing on the right demographic can mean a 1,000% difference in cost per click rates. There are two things you can do to ensure you're targeting the right people – administer a customer survey and make use of Audience Insights.
Image result for facebook audience insights
A customer survey will give you valuable insight on your basic target, like age, gender, location, job function, lifestyle, and purchasing habits. This will provide you with a clearer picture of who your clients are and give you information on what you can filter via the Facebook Ad Manager. Meanwhile, Audience Insights can assist your campaign by showing you other groups that share the same interests as your target audience, giving you a wider demographic.
  1. Forgetting to Exclude Conversions
One mistake that can drain your advertising budget is forgetting to exclude conversions. Businesses who have launched multiple Facebook campaigns often commit this error, and it's a costly one considering that not only are they sending messages to those already converted, they're also running the risk of irritating said converts.
You can resolve this problem by setting up the custom audience feature. With this feature, you can develop a list of people who have already visited particular pages on your site and exclude those that are already a client.
  1. Not Paying Proper Attention to Images
An ad's effectiveness depends largely on the images used. One study showed that images are the key to 75% to 90% of a Facebook ad's performance. There's also the fact that consumers tend to view and absorb images first before reading any text. So if you want a good return on your marketing investment, it's time to pay close attention to your visuals.
Facebook has different ad formats and most provide users the option to add at least one image. The site even offers a slideshow or carousel format so that several images can be used, thereby boosting the odds of a conversion or click-through. To ensure that your ad is making the most of the images used, think about the purpose or goal of your ad campaign. Choose an image that can be clearly associated with the product, service, or offer that you're promoting. You should also check that any text included is minimal and won't distract from the image.
Image result for anatomy of a good facebook ad
  1. Using Headlines Without a Hook
Contrary to what most people think, a headline can sink an ad campaign. You can't just simply mention your offer and leave it like that. Your headline should hook your audience right off the bat. It should explain the benefits your product or service provides and it should do so in a concise manner. One study revealed that short headlines, like those comprised of 40 characters or less, actually get 86% more engagement.
  1. Posting Ads During Dead Hours
No matter how consistent you are in posting ads on Facebook, it won't have any impact if it's posted during dead hours.
To make sure you're not posting ads during low traffic times, go to Audience Insights and check the times when there are a lot of users online. Once you know when there's a significant amount of traffic, go to the Ad Scheduling section, select “Run Ads on a Schedule” and choose the specific times or days you want your Facebook ad to be delivered. This will ensure that your ad is seen by the right people at the proper time.
Image result for best times to post on facebook 2017
Facebook ads are designed to deliver lucrative results, but its robust nature and intricacy also mean that there's a lot of room for error. Learn from the mistakes made by other businesses or marketers in order to come up with a successful Facebook ad campaign.  


Monday, September 18, 2017

How to conduct an SEO content audit

Columnist Thomas Stern shows how a content audit, when done right, can help you assess whether your content is relevant not only to your brand goals and SEO objectives, but also to the customer’s needs.

Google has thrown a ton of changes at marketers over the last few years. From major algorithm updates to voice search, all of these changes follow Google’s ultimate goal of creating the best search experience for its users.
The upshot is that it’s not enough to develop and optimize website content for just search engines anymore. As better language processing has become a major focus for improving search results, your brand’s site content is no longer speaking to search engines alone, but to actual people.
To appeal to both people and search engines, brands must evaluate their site content through an audit process to discover what may (or may not) be working and determine where to improve. A website content audit is the cornerstone of your entire content strategy.
When done right, a content audit helps to determine whether your website content is relevant to not only your brand goals and marketing objectives, but also to the customer’s needs. Audits can identify problems with accuracy, consistency, voice and tone; they can also provide direction for SEO.

Review existing content

Not every content audit is the same; it takes familiarity in many different digital marketing channels to set up a framework for success. However, each content audit has a few things in common, like evaluating quantitative and qualitative metrics for each page of a website.
The first step in each content audit is to record all of a website’s existing content. At ZOG Digital, we find it easiest to centralize the data and break out information like URLs, page titles, conversion rates, meta descriptions and so forth in a single spreadsheet to begin our process.
Take the time to evaluate your audience’s search habits and any historical data you have available. Some of the tools we like to use include:
  • Screaming Frog crawls websites’ pages, links and images and allows us to export the data to a spreadsheet.
  • Google Analytics lets us export the success metrics of each page, broken out by marketing channel.
  • Ahrefs allows us to look at the backlink profiles of each of our target pages.
Next, we layer in qualitative data about the page from a brand level and a content quality level. For our clients, we measure key pages against intended audience segments and brand objectives. As you evaluate each page, you should be able to appropriately grade each page and define next steps for them, too.
With each content audit, you need to define problems with your site’s overall health and identify any strengths and weaknesses. If you decide that the content lacks substance or has weak traffic but is essential to the brand, the content needs to be refreshed for current audiences. You’ll begin to see themes in each category page and be able to make informed recommendations for each part of the site.

Content creation for audience segmentation

After defining next steps, you need to be able to execute it effectively for your target audiences. Successful content marketing is all about targeting a niche and then, of course, making the most out of it in terms of engagement and revenue. Through audience segmentation, you can have laser-focused strategies around each audience type.
For an organization with a large B2B audience segment, like GE, product page or case study content may be the most important piece of content for their target audiences. For Nest, an innovative home and security brand, videos and testimonials might be more effective to establish the use case and value.
You have to refine your marketing tactics in a thoughtful manner when it comes to reaching your target audience. While defining, segmenting and prioritizing your audiences, you also need to define what content type will fill in a gap found in your content audit while also resonating your target audience.
This is where many brands will struggle — they need an agile team of experts to solve the problems uncovered by an initial content audit, while also aligning with target audience segments. Upon evaluating all aspects of current site content, you can fill in the gaps and create more appealing verbiage for your target audiences. Few brands have mastered this technique, and it’s key to be aware of their tactics and how they validate success.
For example, Mercedes-Benz ensures that a majority of their content is made for (and visible to) those who are willing to pay for their high-quality cars. However, they know they want to break into a younger demographic of drivers as well. That’s why they also create content and products that fit in with a millennial’s values, like high value for an affordable price, as well as a strong customer-brand relationship.
You’ll notice in the screen shot below that the first feature listed on the page is phone connectivity, rather than features like mileage or horsepower.
Meanwhile, Toyota’s been marketing their Prius Prime. The auto company claims this to be their most advanced hybrid yet, at a more affordable price than luxury car dealers. Toyota uses infographics to target millennials in the market for new cars who also care about energy efficiency.
Both car brands use different types of content to target their audiences on a deeper level. Notice that the goal is to focus on educating the consumer — they focus on audience segments before anything else.
It’s critical to take the time to augment the quantitative data by evaluating each page based on what humans value. For content audits, you need to appeal to both people and Google by being descriptive with a human touch. You can use the following tools to evaluate the quality of your content and formulate a clear understanding when it comes to content creation:
  • Google’s definition of high-quality content includes important factors like trustworthiness and expertise.
  • Triblio allows you to create personalized content for multichannel campaigns by persona.
  • Google AdWords Keyword Planner provides information on the interest (search volume) of target topics.
  • HemingwayApp grades pages based on how difficult they are to read.
We recommend doing a content audit every six to 12 months to ensure consistency and effectiveness of your on-site content as people and search engines evolve. An initial content audit will establish a baseline of data and insights to help you improve content quality. The subsequent content audits will then show you how your pages have grown since you implemented changes, as well as pinpointing any weaknesses that should be addressed.

Final thoughts

By developing a comprehensive content strategy around what you uncover with a robust content audit, you’ll be better able to improve your content development methods and have a baseline for any future changes or updates.


Friday, September 15, 2017

Roles of PR, SEO & Marketing Teams in a Start-up

Roles of PR, SEO & Marketing Teams in a Start-up
Success of an entrepreneur not only depends on his personal instincts rather it evolves out of a team effort. In cases where start-ups need more resources or funds, the composition of the foundation team becomes crucial.
Here we will discuss a few roles that are necessary to be taken by every entrepreneur. A company can achieve great success through proper management of its human resources. Equip them with the company and its resources and manage them to attain your developmental goals.
Marketing and Public Relations (PR)
The PR and Marketing are two separate teams. But in case of small companies, they may merge together for accomplishing goals set by the company. A single team comprising experts in both fields can perform those tasks. Therefore it may pick up any one of the labels.
But for a bigger company, it is important to understand the difference between the two.
PR is to do with spreading the brand message outwards. The PR and the Marketing team could coordinate to ensure a consistent brand image.
PR team could develop the marketing plans and can join hands with marketing team to receive feedback.
PR team can look towards the perception of customers, vendors, partners etc. This team can take a look behind and can ask for how a particular price or message is decided. They understand the perception of all stakeholders and if it is not the desired perception, then it is the responsibility of PR team to identify it and correct it.
Managing the Reputation
It is the responsibility of the PR team to handle all the critical issues related to branding. If there is any sort of negativity found, PR team will look into the matter and handle it. This task is called reputation management.
Nothing is more pleasing than having people talking positively about your brand. A good PR department can handle the following tasks as well:
Event management
Social media campaigns
Brand development
Press releases and control
SMM Teams
The SMM team of your organisation is generally responsible for the following activities:
Building social media profiles
Building contacts with the people on social media.
SMM is a general marketing team. The marketing team is a bigger umbrella under which SMM team performs.
There is a gap between you and your target audience and you need to bridge that gap with your intelligence and marketing efforts. SMM team will help you in that. A social media manager will play the most important role here. His skills and knowledge could help you to boost up his sales. He could help you in identifying your target audience, increases exposure to your brand and boost up the return on investments. For a great new startup, all you need, is a team of social media professionals who will ensure turning the audience’ attention towards you.
Search Engine Optimisation
No matter which industry you are dealing in, an increasing need for search engine optimisation can’t be avoided. Heading towards digital marketing, an SEO specialist will boost up your sales in no time without putting in much pressure in your pocket. This will bring out higher ROI than any other method of online selling.
An SEO is also similar to SMM. They also manage the company’s websites, blogs etc. It establishes a link with other companies’ websites. It determines the most powerful keywords to be used in the marketing plan to attract more and more customers.
Understand and gauge the people you hired. Know their skills and personality traits and identify their potential to work with others. Develop a great team and define the roles each and every individual. Let them know their responsibilities. It will allow your company to earn more and more profits at minimum costs. Not to waste any more time now. Kick start your media marketing plan and achieve success.   


Thursday, September 14, 2017

Keyword Research Tools & Tips to Boost Your SEO

A Deep Keyword Research Process That Will Attract More Customers

Wednesday, September 13, 2017

Microsoft Introduces Third Party Add-ins to Outlook on Android

Microsoft just revved up its Outlook Android app making it more productive and fun for users. In a recent announcement, the tech giant announced that it has updated the software to now support a variety of third party add-in apps.
Third party add-in apps became available to iOS users since February 2017 with a promise that an upgrade for Android users would soon follow. Microsoft fulfilled that promise with the updated add-in support feature bringing in enhanced functionality for Android users who have commercial email accounts for and Office 365.
With the new feature in place, Engadget notes that responding with GIF, taking notes, and scheduling in Outlook will get easier for Android users. To activate the desired add-in, simply go to Settings and choose Add-ins to display the list of apps currently supported. Next, click on the plus sign next to the app you wish to enable for your Outlook account.
It seems that Microsft is streamlining user experience especially for those involved with team projects. The new Outlook now supports third party team collaboration apps such as Wrike, JIRA and MeisterTask.
Adding some personal touch to your emails is also made easier with the updated Outlook. You can now add some humor to your emails by using MojiLala with its extensive collection of stickers that you can attach to your messages. As an alternative, you may also opt to use Gfycat with its GIFs to spice up your messages.
Other useful apps include Evernote, Microsoft Dynamics 365, Microsoft Translator, Nible, OnePlaceMail, Outlook Customer Manager (Coming Soon), Smartsheet, and Trello. Once Outlook’s changelog gets updated the add-ins should go live.
Microsoft is also planning to introduce the add-ins feature for Gmail users. According to the company, the feature will be available to Gmail accounts in the next few months.


Monday, September 11, 2017

5 Google Adwords Mistakes Every Online Marketer Should Avoid Making

There's no doubt that Google Adwords can be very beneficial to a business. It's one of the best ways to drive traffic to your site, generate leads and close sales. But like most good things, it also takes time, careful planning and execution, and a bit of an investment.
Google Adwords campaigns have to be set up carefully for it to succeed. This means that you should be keenly attuned to Adwords and know how to avoid critical and costly mistakes. If you want to make the most of your Google AdWords campaign, check that you're not making these 5 mistakes:
1. Not Spending Enough Time to Research Keywords
Image result for keyword researchOne of the key parts of an AdWords campaign is choosing the right keywords. After all, if you are not using keywords that are most relevant to your brand or what your customers are searching for then your campaign would suffer. This is why it's vital that you spend time researching the proper and relevant keywords for your company.
To help narrow down the best keywords to use, make use of tools like WordStream or Google AdWords Keyword Tool. Take a critical look at your brand and come up with a list of possible keywords. Use available keyword tools to see the different variations of how people use your proposed keywords in their search.
2. Forgetting Phrase and Exact Matches
There are different types of keyword matches – broad match, phrase match, and exact match. Broad match keywords mean that your ads will appear when people search for your keywords, regardless of the other terms in the search string while phrase match keywords will only appear in searches with that exact word order. This is the same principle for exact match keywords.
Most ad groups only use broad match keywords, as it's the default match type used by AdWords. The good news is that broad matches appear in more searches, but it also means that the odds are high that these are less relevant searches. This could lead to less generated sales and lower click rates if the searcher finds your ads irrelevant. It could potentially cost more money due to a misplaced click.
Research has shown that exact match keywords have better conversion odds, so it's better to start by using exact matches before expanding it to include phrase and broad matches.
3. Not Utilizing Negative Keywords
Another common AdWords mistake internet marketers make is disregarding negative keywords. This keyword acts in the opposite way of a targeted keyword, meaning it precludes keywords that do not match your product or service. For instance, if you are targeting backpacks designed for hiking or camping then you don't want your ads to show up in searches for “school backpacks.” You can put “school” as a negative keyword and your ads won't be displayed in searches with the term “school.”
To ensure that you exclude the right words, check out Google Analytics. Click on “Acquisition,” followed by “AdWords” and “Matched Search Queries.” Click on “Query Match Type” next and choose either “broad match” or “phrase match” to see the keyword phrases that are generating leads and those that are not converting. This can help you choose the words that can be added as a negative keyword so that your campaign will perform better.
4. Not Embracing Mobile
Image result for Mobile-Specific AdsThere's no stopping the mobile trend so it's best if you embrace it, especially as how customers use mobile devices to search and engage in is vastly different from how they use laptops or desktops. And since more people opt for mobile devices these days, you should make sure your campaign is mobile-friendly.
There are several ways to make your ad campaigns better suited for mobile devices. You can use Click to Call Extensions, Mobile Bid Modifiers, Mobile-Specific Ads, and Short Tail Keywords.
5. Directing Visitors to the Wrong Pages
This is a mistake that owners of eCommerce stores should take pains to avoid. Some e-stores have erred in directing the traffic from their ad to their home page instead of the page for a specific product.
Make sure that when a visitor clicks on your ad, they're directed to the item they're looking for. Otherwise, they might just leave your page and that's a lost sale. So double check your ads and ensure prospective clients are led to the right page.
There's no question that Google AdWords can be a key component to increasing traffic and generating sales. However, this will only happen with the right AdWords strategy and implementation.


Thursday, September 7, 2017

Google Introduces 'Trending Searches' and 'Instant Answers' to iOS App

Google is giving users of Apple products greater functionality with the addition of Twitter-like features in a recent update to its iOS app. The mobile version of the search engine which was introduced in its Android app last year, now sports Trending Searches, a location based feature that lets iOS users know of the hottest searches in their location. In addition, the tech giant added Instant Answers to the app, a feature that gives some useful info at a glance.

Trending Searches for iOS will have an opt-out feature

With their iOS Google app updated, users will know the searches currently trending around them. According to The Tech Bulletin,  merely clicking on the app’s search box will display a list of trending searches made by people near a user’s location. However, it still remains unclear just how localized the coverage of the Trending Searches feature is.
Thankfully, there is an opt-out option included in the iOS update. When Trending Searches was introduced on Android last year, it was met with criticisms with some users clamoring for Google to include an option for turning off the feature. While useful to some, there were users who found it annoying as it gave trending searches made by the masses instead of content specific to the user interests. Google relented by coming up with the opt-out option for people who wished to turn off the feature.

Smarter Searches with Instant Answers

In addition, Google made some improvements to the search experience by introducing what is called Instant Answers. Basically, the app anticipates what the user is trying to type and, even before keying in the complete search phrase, the answer is displayed along with some suggestions below the search box. And that happens even before the user hits the search button.
According to Tech Crunch,  the answers come from Google’s facts database known as Knowledge Graph, which in turn, sources its data from CIA World Factbook and Wikipedia.


Wednesday, September 6, 2017

Everything You Need to Know About the New LinkedIn

Old LinkedIn is Dead.
Gone are the days of checking in every few weeks.
We are witnessing the next great tectonic shift in the world of social media and to the surprise of many, it's the new LinkedIn that's leading the charge.
To most people, LinkedIn was their least-used network, where they would check in only to post their resumes or look for job candidates. It’s still that, but it is poised to become the place to be.
Finally! Appealing to a Younger Audience
Now at 500 million+ users and post-Microsoft's $26 billion acquisition, the business graph-focused network is ready to become the front-runner in the hearts and minds of Millennials and Gen Z, who will cautiously enter for 2 main reasons:
1 - Practicality - Millennials / Gen Z want real jobs instead of their current unemployment / underemployment. We’ll see a huge demographic shift as they come in.
2 - Features - Native video and active status messaging are here, not to mention a redesigned desktop UI and mobile app.
This is a killer combination - a well rounded personal branding portrayal of the individual.
New LinkedIn Becomes Your New Facebook (without the noise)
Once you’re on LinkedIn for hours each day, instead of Facebook, you will consume content, share, and make your own content. Native (and eventually live) video will expand this.
LinkedIn is all business, and that’s unbelievably refreshing. It’s not a political cesspool like Facebook.
How You Can Get Ahead of the Game
Make sure you’re ready: adapt your profile to the new environment:
Step 1 - fix your profile header
Step 2 - fix your profile summary
Step 3 - how to post properly with emojis (yes, emojis)
What Should You Share?
LinkedIn native video
Active status / messaging
Long form posts through the LinkedIn publisher platform
Personal storytelling via text based updates Don't Try to Game the System
As LinkedIn evolves, it’s inevitable that some people will try to abuse connections. People are already very sensitive to that. Avoid trying to peddle your services. Instead, let your profile speak for itself, and the value you bring to the conversation will lead people to reach out to you.
The only thing you should be actively selling is your credibility.
People to Watch (and Why)
1. Michaela Alexis
Style: Boldly unique
What to Expect: Going against the grain of the LinkedIn old guard, doing selfies and everything people thought was “wrong,” Michaela has gone from being fired to CEO in a year!
Michaela regularly puts out image rich content (coffee is usually involved) and just put out her first video.
2. Oleg Vishnepolsky
Style: Old-school text master
What to Expect: As the Global CTO for Daily Mail, Oleg has decades of inspirational business stories to share. He’s the master of the text-based post. So if you fancy yourself a writer, check out Oleg. Every day.
3. Josh Fechter
Style: Documenting the story
What to Expect: Josh runs a huge Facebook group (15k) and has been documenting his journey to the top. Josh isn’t afraid to mince words or tell the low points of his story. Watch for him to amp up his video game!
4. Brian Wallace (Yours truly)
This isn’t ego bait. I’m committed to putting out regular content in the form of text-based status updates, native video, and longer form posts on the publishing platform, such as the one you're reading right now.
What Does Viral Success Look Like on LinkedIn?

I wrote this a week ago and it is still growing, with more than 845,000 views.
Things to Avoid
Don’t tag 100 of your friends. You don’t do that anymore on FB, right?
Don’t beg people to share.
Don’t ask for comments.
Don’t add spam comments.
Once your post starts gaining traction, engage your audience with meaningful and insightful commentary. Be ready to respond!
What's Next for LinkedIn?
Live Video
This seems like an obvious next step.
Once this happens, expect some major social time funneled away from Snapchat, Instagram, Facebook Live, and Twitter’s Periscope.

My friend String Nguyen has a viral LinkedIn video and is mixing up some original content worth giving a look.
LinkedIn IRL Meetups
Be on the lookout for Linkedin Meetups. Yes, in person!
Manu "Swish" Goswami has been leading the pack on this (and an amazing person to follow), already having successful meetups in NYC and China.

Here’s a look at his last NYC meetup.
Anna McAfee has been doing meetups in Australia. Talk about a global community!
Rob Humphrey has been rolling out LinkedIn day at college campuses. Helps like going to the guidance counselor


Tuesday, September 5, 2017

The 10 Most Important PPC KPIs You Should Be Tracking

The 10 Most Important PPC KPIs You Should Be Tracking

Key performance indicators, or KPIs, are used across almost every industry as a metric of how well something is or isn’t working.
In PPC, you can use KPIs to determine how successful your campaigns were.
Understanding the key indicators of campaign performance is essential for anyone working in PPC right from the get-go. The goal of every single PPC campaign should be matched to different KPIs first during the campaign planning phase.
Knowing what your campaign is trying to achieve and how you will measure it will allow you to set up Google Analytics and AdWords ahead of time, ensuring you are measuring performance properly from day 1 and securing the integrity of your campaign results.
Proper measurement of your campaign performance is the only way to demonstrate ROI both to your clients and to your employer. If you’re unsure about exactly which KPIs to use, start here.

1. Clicks

Every conversion starts with a click. That’s why clicks are an early indicator of PPC campaign success.
This KPI measures how many people clicked on your ad.
Campaign managers often check in on accounts throughout the month to pause ads that are not performing and even increase the bids on ads that are.
Clicks are a great KPI for that mid-month account performance checkup; however, the success of a campaign shouldn’t be determined solely by clicks.

2. Click-Through Rate (CTR)

Similar to measuring how many clicks your campaign generated, CTR is a key metric for campaign performance.
CTR is measured by dividing the total number of clicks your campaign got in the month (or period being reported) by its total impressions. This equation tells you that out of say 1,000 impressions, your ad was clicked 100 times and your CTR is 10 percent for example.
Knowing what CTR is and how to measure it is key to being able to indicate your performance, but keep in mind that there is no perfect CTR campaign managers should be striving for.
PPC performance varies by industry and a number of other campaign variables.
For example, WordStream analyzed the PPC performance on just over 2,000 U.S. businesses and found that the average CTR in search was 2.14 percent in the auto industry versus 3.40 percent in the dating and personals industry.
Campaign managers running campaigns in the U.S. could use the numbers reported by WordStream to benchmark their own CTR success, but should be wary of other variables not accounted for in the analysis like budget spend – but it’s a place to start.
Benchmarking and improving the CTR of different campaigns is important not just as a measure of success, but also because it can affect other KPIs like quality score.

3. Quality Score

Quality score is the most elusive KPI amongst PPC advertisers. It is a metric created by Google that tells them how relevant your ad content is, using metrics like CTR and other performance variables like landing page experience. Advertisers find it difficult to understand quality score because it’s less straightforward than other easily measured KPIs, like clicks.
Using the expected CTR, landing page experience, ad relevance, and ad format, Google is able to determine a campaign’s quality score. Google is transparent about how quality score is measured by their team and why it’s necessary. Hal Varian, Google’s Chief Economist, explains how quality score works in the AdWords auction in this popular video:
Google recently improved how quality score is reported in AdWords, but it still comes down to this simple fact:
A good quality score (between 7 and 10) means you pay less money to advertise with AdWords. A bad quality score (6 or lower) means you pay more money.
Google’s changes to quality score reporting made quality score easier for advertisers to use in AdWords and began providing historical data about the KPI as well. These insights give advertisers necessary information to make smarter campaign decisions.
Despite the confusion, advertisers remain extremely interested in improving quality score because it determines how much they pay for each click. In turn, quality score can affect other KPIs such as CPC and CPA.

4. Cost Per Click (CPC)

PPC advertisers know how much they can pay for an ad campaign because they typically have a predetermined budget. However, while they specify a budget and a bid when doing the setup of a PPC campaign, it doesn’t mean that this is what they will pay.
Advertisers outcompete competitors for ad positions with their bid, but pay the next highest bid price. The image below demonstrates this concept:
Google image of CPC bid versus actual cost in auction considering KPIs for PPC
Therefore the cost of putting up an ad and for the clicks it generates is largely determined by other competitors in the PPC auction.
CPC measures exactly how much an advertiser has paid. You can measure CPC by dividing the total cost of a campaign by the number of times the ad was clicked in that campaign.
If you want to manually check the cost of your campaign, you could multiply CPC by the number of clicks a campaign received.

5. Cost Per Conversion/Acquisition (CPA)

Similar to CPC, you can set a cost per acquisition (CPA) when you set up your advertising campaigns.
Google defines the average CPA as the price advertisers pay for every new customer they acquire, which is calculated by dividing the total cost of conversions by the number of conversions. Google determines the CPA based on your quality score.
However, there is a bit more to the CPA story.
While average CPA is pretty easy to digest, advertisers can also make use of Targeted CPA, a bidding technique applied during campaign set up. Targeted CPA helps advertisers set bids automatically to get as many conversions as possible, based on a set CPA determined by the advertisers’ budget.
However, to make use of targeted CPA you have to understand different bidding strategies, setup conversion tracking and have at least 30 conversions in the last 30 days. To learn more about setting up targeted CPA, see best practices on Google support here.

6. Conversion Rate (CVR)

Conversion rate is not only an indicator of campaign success, it is the reason PPC marketers are hired in the first place.
You can measure conversion rate in AdWords by dividing the number of conversions the campaign received by the total clicks. Since conversion rate is expressed as a percentage, if the campaign had 100 clicks and 10 conversions, 10/100 means that the conversion rate would be 10 percent.
While campaign managers always have an eye on conversions, they will often set up campaigns to optimize for clicks rather than conversions.
You can now aim for conversions based on CPA goals rather than focusing on clicks or impressions. However, to be eligible to optimize for conversions, your account must have had at least 15 conversions in the last 30 days.

7. Impression Share (CPM)

An impression occurs when a person sees your ad. It doesn’t matter whether they click on it.
Looking at how many impressions a campaign generated isn’t an indicator of success because it doesn’t express how many people found your ad effective. However, impression share does add context to the reporting story by stating how much of the total impressions your ad campaigns are getting.
Determined by dividing the total impressions your campaign received by the total number of impressions your campaign was eligible for, Google says:
“Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for Shopping campaigns), and keywords.”
Impression share gives marketers indirect competitive insight. Knowing that you have 50 percent impression share for a keyword, tells you that your competitors own the other 50 percent.
If you increase your impression share, you are in turn decreasing the amount of times your competitors ads are shown. If you’re looking to increase their impression share you’ll have to increase your bids and/or budgets.

8. Average Position

Google balances both paid and organic search results for almost every search query entered.
Ads on Google or Bing can show at the very top of the search engine results page (SERP) in position 1, right underneath the next ad shown is in position 2, and so on.
Average position tells advertisers which position their ad is shown in most of the time. Google can’t simply give the highest bidder the first position all the time, so they determine average position based on ad rank.
Ad rank is calculated by multiplying quality score by an advertiser’s max cost per impression (CPM). However, since average position is indeed an average, even knowing how to calculate it isn’t the full story since if your average position was 3, you may have been in position 1, 4 and 6 earlier that day.
Since the first 1-3 ads are shown before even the organic search results everyone worked so hard on, many businesses advertising on Google would like to be visible right out of the gate in position 1. It makes sense to want to be in the first position, but the aim to do so is mostly one of vanity, since being in first position doesn’t necessarily mean results.
Some advertisers may have more conversions in position 4 than position 1 for whatever reason. You should use average position to provide context around campaigns and campaign reporting, but it shouldn’t be used as a target indicator.

9. Budget Attainment

Paid search marketers are almost always given a monthly budget to run ad campaigns with. Budget attainment measures how closely that agency or individual came to achieving the budget they set out to.
Most PPC marketers don’t consider budget attainment when it comes to measuring their PPC performance, despite how much information it provides on how campaigns are being managed.
The reason why marketers tend to over or under spend the budget every month is because it’s difficult to bid consistently and maximize results with ongoing fluctuations in the PPC auction – a task that requires ongoing oversight and optimization (without the use of machine learning).
Regardless, I’m making the case that budget attainment is a KPI that PPC marketers need to think about.

10. Lifetime Value

LTV is a broad indicator of account health and of a PPC marketer’s abilities.
But calculating customer lifetime value for paid search is complex.
Companies that retain customers acquired via paid search longer will make significantly more revenue.
While LTV is a measure of a business’s customers lifetime with their product and/or services, it can be measured in different ways.
For example, in the case of a martech provider LTV could be measured simply by looking at the number of days, months, or years a client stayed with the platform.
In the case of a large company like Starbucks, measuring LTV can actually be quite complex. There are numerous considerations (e.g., average customer lifespan, customer retention rate, profit margin per customer, and applied discounts).
While PPC marketers typically wouldn’t take on complex calculations of LTV like Starbucks, knowing how this KPI is measured in other departments could certainly come in handy. Just be aware that LTV means slightly different things to different marketers, but is fundamentally the same across all of them.

Reporting on PPC KPIs

KPIs are not mutually exclusive.
It’s unlikely that the performance on one indicator is the best it has ever been while others are the worst.
For instance, you wouldn’t expect to have a super high CTR and a low quality score because the two are related. They tell different parts of the same story.
Improving CTR can positively impact quality score, and improving quality score can positively impact cost per click and cost per acquisition, in turn creating more profitable PPC campaigns for customers who stay longer.
With all of this in mind, it’s important that advertisers begin improving their performance at the level of clicks, while also making sure to not get caught up in one single number and remembering to take a step back and look at the KPIs that paint a more complete picture, like LTV.
While it’s nice to report on every metric included above, KPIs should be assigned to a campaign based on what makes the most sense for the client and their goals. Stick to what clearly indicates progress according to your clients’ standards and don’t overload them with extra KPIs just to look good – less is more when it comes to client reporting.