How to determine the success of a Pay Per Click Campaign
Constant testing is a key factor in optimizing pay per click campaigns. A commonly raised question is how long should a test be performed before it is considered complete. The answer to this question will vary from campaign to campaign. Several variables determine the answer to this question. Read more about pay per click successThere are other variables but these were chosen to give you an idea of where to start.
- Objective / Goal – You need something to measure your success against. How many clicks are you seeking per day? How many customers should convert? Even if your goals are set using an estimator, like the AdWords traffic estimator, it is better than not having an goals.
- Daily Budget – Campaigns with large daily budgets will likely require shorter test windows because they are receiving several clicks. As little as a hour or so may be all that you need. This of course depends on the popularity of the keywords being used in the campaign. Less popular keywords may result in fewer click, meaning longer test windows.
- Keywords Popularity – Less popular keywords may result in fewer click, meaning longer test windows. Long tail keywords may not get as many clicks.
Conversions - This is the most important variable of any advertising test. Its the primary objective of any marketing campaign. Run the campaign until you get your first conversion, then stop analyze and begin the next test. At a minimum you’ll know what was required (clicks, impressions, budget spent) to convert .1 person.
