Digital Marketing

PPC Metrics: 5 Key Paid Search Metrics to Watch

Have you launched your PPC campaign and are looking forward to increasing your leads? Shortly, you might start getting confused after taking a look at the PPC metrics, like impressions, clicks and conversion rates.

If you’re confused, you can go ahead and take help from a PPC agency. In this article, we have shared some paid search metrics that are key to look after your campaign. 


Clicks are the most important metric to look at. As the word suggests, it shows how much your ads are clicked. It is an excellent metric to judge whether your ads are building interest amongst customers.

It can also tell whether the ad matches the searcher’s query. You may sometimes see spikes in clicks while monitoring them. This is because of the seasonal changes in the market. 

If your clicks increased, it says that your ads are doing well and creating interest amongst customers. Hence, you can go one step further and bid on keywords by investing more and getting more clicks.

However, if your clicks are not satisfactory, you have to go through your ad once again or keywords. It may not be resonating with the audience because of not using the right keywords or ad text.

CTR (Click-Through-Rate) 

While you may think that clicks and click-through rates are similar, they are undoubtedly different. CTR is the ratio between clicks on your advertisements against the number of times it is displayed.

While clicks focus entirely on the number of people who clicked your ad, there is no minimum CTR that you must reach; however, having a good click-through rate will positively affect your company. 

Remember that CTR, from time to time, is just like clicks. They even change as your market changes. If your click-through rate is close to the average, it means you are doing a great job and that the campaigns are running well.

However, if not, you must revisit your ad content, which may not be providing the correct information to make the customers click.

Make sure to use the right keywords while creating the ad. This can be assisted with the help of any successful; digital marketing company in India.

CPC (Cost Per Click) 

Cost Per Click refers to the amount that is spent by you every time your ad gets clicked. It is one of the best advantages of PPC campaigns, as you don’t have to pay unless a person clicks your ad.

However, it is crucial to monitor CPC and make sure you don’t get out of hand with regards to the budget.

Ideally, you’d want CPC to stay low to increase ad clicks. Adjust and play around with your CPC so that you can have a good bid at a minimal price. 

When there is a higher demand for a specific keyword, it can increase the cost per click, which may make managing your budget difficult. No correct CPC exists. You will have to go through the market to see what is optimal.

If your cost per click is low, then you are doing a good job. However, you can get your cost per click even lower by optimizing the ad content or using better keywords.

However, if your cost per click is high, you must get to work. You would have to refine the ad with more relevant keywords, precisely long-tail ones that help keep costs low.

Conversion Rate

The conversion rate helps to measure your PPC campaign’s rate of success. It indicates to you how frequently a click on your advertisement can give you a sale. It could be a subscriber or a lead as well.

Aim to have a higher conversion rate, which means that your ad is aligning to what a customer searches for. It also means that you will ultimately gain more from sales. 

Like other metrics, remember that conversion rate too changes from time to time. You will see that a Christmas tree has better sales in December than July or August. If your conversion rate is high, try and maintain it as you are making way for more deals.

However, if your conversion rates are low, revisit your keywords or sometimes the landing page too. Compare your CTR and clicks.

If you notice that you are getting many clicks; however, a low conversion rate, you may have to better your keywords and landing page. 

Cost Per Conversion (CPC)

Last but not least, we have one of the most important metrics – Cost Per Conversion. It tells you how much charge is put on your business every time you gain a conversion. 

It is a valuable asset as it shows you whether you are paying more to make people convert. You don’t want to spend too much and go over budget. 

Having a low CPC means that you will have a good ROI (Return on Investment). You will have to assess your budget to determine a reasonable price per conversion. A low CPC means you should keep what you are doing. 

However, if it is high, you may follow the steps mentioned above to improve the conversion rate. You could either optimize the landing page or use better keywords to get customers to show more interest in your ad and further make purchases. 

Watch out for these metrics when you are starting with your PPC campaigns.