Reporting Factors in Successful Pay Per Click  Campaign Managment

Click-Through Rate (CTR)

A way of measuring the success of an online advertising campaign obtained by dividing the “number of users who clicked on an ad” by the “number of times the ad was delivered”.

Impressions

A measure of the number of times an ad is displayed – whether clicked on or not.

**The key factor is the number of people that have clicked your ad verses the number of people that have seen it. That CTR percentage is a good indicator of the quality of your ads and keywords.

Quality Score

Quality Score is a variable used by Google that can influence both the rank and cost per click of ads. The exact weight of Quality Score has not been revealed by any of the major search engines, and each company has stated that they reserve the right to continually adjust their ranking methodologies.

Conversions

These are pre-determined actions taken by your visitors. Conversions can include different events including – page views, sign-ups, catalogue requests, download, lead generation, inquiries, white papers, and E-commerce sales.