Tag: PPC

Measuring the success of your AdWords campaign can be an involved process, especially for many B2Bs. When your company doesn't have an e-commerce site or, in many B2B cases, any defined conversion rate (or a conversion rate with a high margin of error), you can't directly calculate Profit by Impression (PBI) or Profit by Clicks (PBC). And naturally, you shouldn't wait for the initiative to end to start tracking performance and measurable ROI. In these instances, your primary goal is likely branding exposure and improved rankings. But how to do you measure its success without those crucial rates?

There are two trains of thought for collecting a usable measurement: CTR and IMPR. But the trick is in using statistical analysis. Here's how to do it to get a better grasp of your campaign's performance.

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