Because paid search is driven by data, it can be easy to get lost in the numbers. Looking at the big picture is critical. For example, a campaign may deliver more leads than the previous month – but how does that affect the cost per lead? If a campaign’s spend is through the roof, it may not contribute to a higher ROI in the long run.
We monitored the campaign metrics to ensure the success was balanced across the board. This included:
- Total spend
- Click through rate (CTR)
- Cost per lead
- Leads from calls
- Web leads
- Results Show the Pay-off
Because paid search success builds day over day, we tracked our client’s daily progress to make necessary changes and ensure satisfactory campaign performance. By the end of the month, we were elated to see that despite the number of impressions (people who were exposed to the ad) was down, our client’s total number of leads was up 7.5% from the previous month – and it had increased 72% from April of the previous year. Finally, while the traffic to the website increased, the average cost per click actually decreased. This means Evolve Digital Labs was able to spend less money turning visitors into leads.