The business world is more competitive than ever thanks to the global community of the internet. Now, everyone has a chance to get their name into the public eye.

This means that getting your own name out there isn’t as easy as it once was. You’ll need to get more clever and creative with your marketing if you want to succeed.

Using a Pay-Per-Click (or PPC for short) campaign is a great way to use advertisements to your advantage. But a proper PPC campaign can also cost a lot of money.

That’s why you’ll want to be sure you’re using the right metrics to track the right data. Read on to discover how you can use PPC metrics to maximize your return on investment.

How to Use PPC Metrics to Maximize Your ROI

Focus on Conversions

In order to make sure you’re getting the biggest ROI for your money, you’ll need to track your conversions. Thankfully, AdWords has made the conversion tracking process quite easy.

In fact, there are tons of different ways you can track conversions. But some tools are stronger than others.

There are two key tools you’ll want to maximize: CPC and CPL.

We’ll start with the Cost-Per-Click or CPC. This is the average cost of how much money your campaign is bringing in per advertisement click.

In contrast, your Cost-Per-Lead determines how much money you’re spending on a given result. Generally speaking, this is only used when a customer signs up for something or buys a product.

Both are extremely helpful PPC metrics in their own right. It all depends on what type of business you’re running.

If you’re looking to get people to sign up for your newsletter or service, CPL is the way to go.

If you’re simply looking to maximize traffic, CPC is the metric for you.

Make a Good Impression

While CPL and CPC are great, you’ll have to have fantastic keyword usage to draw in customers.

Picking the right keyword can be a difficult task. It needs to feel natural and compelling. Sometimes this is easier said than done.

Be sure your keywords are performing as well as you hope by using the Impressions feature. This tool will give you a feel for how many people are actually seeing your advertisement.

Using Impressions is a fantastic way to figure out if your keyword is too high or low volume. Then, adjust as needed.

Avoid the First Page Bid

It’s tempting to view the PPC world as a race to get to the top of Google. But by doing so, you may spend an unnecessary amount of money for little to no results.

Your aim is to increase your conversions, and therefore ROI — not to be #1 on Google.

Tons of businesses mistake the First Page Bid tool as a necessity instead of what it is — a way for Google to make money.

Make sure your priorities are in the right place. Focus on conversions instead of who’s ahead of or behind you.

The PPC world can be tricky to navigate, especially if you’re new to using AdWords and its tools. Sometimes, getting the best ROI involves getting a bit of outside help.

If your business is in need of some assistance, get in touch today! Our team of pros is ready to help give your business the attention it deserves.