Outsourcing PPC management can be a game-changer for agencies looking to scale their advertising services. A pay per click reseller provides expert campaign management under your brand, allowing you to focus on client relationships and business growth. However, to ensure success, it’s crucial to track key performance indicators (KPIs) that measure campaign effectiveness. Here are the most important KPIs to monitor.
1. Click-Through Rate (CTR)
CTR is one of the primary indicators of how well an ad resonates with its audience. It is calculated by dividing the number of clicks by the number of impressions. A high CTR suggests compelling ad copy and relevant targeting, while a low CTR may indicate the need for adjustments in ad messaging or audience selection.
2. Cost Per Click (CPC)
CPC determines how much is paid for each click on an ad. Keeping this cost under control is essential for maintaining profitability. A reliable reseller should optimize bidding strategies to achieve a lower CPC while still attracting high-quality traffic.
3. Conversion Rate (CVR)
Ultimately, clicks mean little if they don’t lead to conversions. Whether it’s a purchase, sign-up, or inquiry, the CVR measures the percentage of users who complete a desired action. Monitoring this KPI helps assess the effectiveness of landing pages and ad messaging.
4. Return on Ad Spend (ROAS)
ROAS is a crucial financial metric that evaluates the revenue generated for every pound spent on ads. A strong ROAS indicates that campaigns are delivering a positive return, while a low ROAS may require budget adjustments, audience refinement, or improved ad creative.
5. Quality Score
Google Ads assigns a Quality Score to ads based on their relevance, CTR, and landing page experience. A higher Quality Score leads to lower costs and better ad placements. A skilled reseller will continuously refine campaigns to improve this score, ensuring better results for the same budget.
6. Impression Share
Impression Share indicates how often an ad is shown compared to the total available opportunities. A low Impression Share suggests that competitors may be outranking your ads. Working with a reseller who understands bid adjustments and keyword optimisation can help improve this metric.
7. Customer Acquisition Cost (CAC)
CAC helps measure how much it costs to acquire a new customer through PPC campaigns. By keeping CAC lower than the customer lifetime value (CLV), businesses can ensure profitability and long-term growth.
A strong pay per click reseller will not only track these KPIs but also provide regular reports and strategic recommendations. By monitoring performance closely, agencies can ensure their pay per click reseller program delivers maximum value and sustainable results.
