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Pay per click marketing is anchored on, get the best cost per click. But we know that not all clicks are created equal, so it makes sense to find a minimum standard of quality for each click. To help us better understand the tradeoffs between cost and volume. Maybe we can get lots of low quality clicks at a cheaper cost, but are they overall better than less clicks at a higher cost. To enable you to find out, you need to go post click and profile each visit.
Metrics you should think about:
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
Then, comparing each of these metrics by your different PPC sources, lets you get super smart. Oh, Google drove traffic that had lower engagement than Quora, maybe we need to go and improve Google. Or shift more spend to Quora.
Good measurement acts as insurance for PPC, as you can also identify click drop off, and negotiate discounts or rebates if the quality isn’t where you think it should be.
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