What Are KPIs You Should Know for PPC Campaigns?

What Are KPIs You Should Know for PPC Campaigns?

Do you know how to measure the success of a PPC campaign? It’s more than just looking at clicks or impressions. What are the KPIs you should know for PPC campaigns?

One of the most important KPIs you should track is click rate. PPC generates twice the number of visitors compared to SEO, and 65% of these potential customers click on PPC ads. Impression share, cost per click, and conversion rate are also valuable metrics that determine the success of your campaign.

To ensure that your PPC ads are profitable, you need to choose KPIs that matter to performance. Let’s discuss the important KPIs you should know for PPC campaigns, and how to measure them so you can optimize your PPC ads.

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What Are The KPIs You Should Know for PPC Campaigns?

Key performance indicators or KPIs provide insight into how well your PPC campaigns are performing so you can identify areas of improvement and potential growth opportunities, as well as benchmark performance against competitors or industry standards.

By tracking important PPC metrics, you can make more informed decisions about where to allocate resources and adjust strategies based on results.

Types of KPIs You Should Know for PPC campaigns

There are many types of KPIs designed for specific data that you want to track. For example, if you’re looking at budgeting information, then cost per acquisition (CPA) would be an important KPI to monitor. If you’re looking at user engagement levels, then click-through rate (CTR) might be more relevant.

Here are some common KPIs that marketers should monitor closely.

  • Click-Through Rate.
  • Quality Score.
  • Impression Share.
  • Cost Per Click.
  • Conversion Rate.
  • Cost Per Action or Cost Per Conversion.
  • Average Position.
  • Bounce Rate.
  • Time Spent on Page.

Most Important PPC KPIs You Should Be Tracking

Do you know which KPIs are most important in running a PPC campaign? Here are some of the most important PPC KPIs to track.

Number of Clicks

The number of clicks your ad receives is one of the most important PPC KPIs to track. It’s a great early indicator of campaign success and can tell you if the messaging is resonating with potential customers.

If your ad gets thousands of clicks, then you know people are interested in your offer. Tracking this KPI will help you determine which ads are performing well and which ones need improvement.

Ad Impressions

An ad impression is the number of times that an advertisement has been seen by someone online. It’s usually measured as the total number of times that a single user sees the same advertisement within a certain period of time, such as one day or one week. Ad impressions demonstrate the reach of your advertisement.

If there aren’t enough ad impressions, then it could mean that either not enough people are seeing the ads or that those who do see them aren’t interested in what you offer.

Low ad impressions can also indicate poor targeting. You are probably targeting users who don’t fit your ideal customer profile.

Average Ad Position

Average ad position measures the average ranking of an advertisement on SERPs. It’s calculated by taking into account all impressions made over a certain period of time and dividing them by the total number of impressions received. The result is then expressed as a percentage or decimal value between 0-1, with 1 being the highest possible score.

Where your ads are placed can impact visibility and click-through rates (CTR). Additionally, tracking this KPI will give you insight into how competitive each keyword is so that you can adjust bids accordingly.

Cost Per Click (CPC) and Cost Per Acquisition (CPA)

CPC is one of the most basic metrics in PPC advertising as it measures how much you have to pay for each click. It’s also used to calculate CPA, which measures how much money you have to spend to acquire a new customer.

Click-Through Rate (CTR) and Conversion Rate (CR)

CTR tells you what percentage of people who see your ad actually click on it, while CR shows what percentage of those clicks turn into leads or sales. If either number drops too low for too long, then something needs to change with your ads or targeting strategy.

Google Quality Score

The Google Quality Score measures the relevance and quality of your ad compared to other ads with the same keywords. A higher quality score means better visibility for your ads at lower prices. Monitoring this metric will help ensure that your PPC campaign continues to perform well despite changes in competition levels or keyword trends.

Return on Ad Spend (ROAS)

Return on Ad Spend (ROAS) is a key metric for any digital marketing campaign. It measures the amount of revenue that you generate from your PPC ads. ROAS is calculated by dividing total revenue by total ad spend, expressed as a percentage.

For example, if you paid $1,000 for PPC ads and converted those to $2,000 worth of sales, then your ROAS is 200%. This means that you doubled every dollar that you spent on PPC.

If the ROAS is too low, it may indicate that either the targeting isn’t effective or that there’s something wrong with the product itself – such as pricing or quality issues. Conversely, if the ROAS is high, it could mean that more money should be allocated towards this particular campaign since it’s performing well within its space.

Now that you know the key metrics to track, how do you optimize them to run successful PPC campaigns?

KPIs you should know for PPC campaign

Tips for Optimizing Your PPC Campaigns

Tracking keyword performance is one of the most important aspects of running PPC campaigns. By monitoring keywords regularly, you can identify which ones are performing well and which ones need improvement. Pay close attention to keyword search volume so that you can adjust your bids when the number changes.

Google Ads Keyword Planner or SEMrush are excellent tools for keyword research that may be beneficial for your PPC campaigns.

Competitor analysis is another key part of optimizing a PPC campaign. Look at your competitor’s ad copy, landing pages, bid strategies, and other elements of their campaigns to find opportunities for improvement on your end.

Tools such as SpyFu or iSpionage can help you gain insights into what others in your industry are doing with their own paid search efforts so that you can adapt and stay ahead.

Automation tools allow marketers to save time while still ensuring accuracy when tracking KPIs across multiple channels. For example, automation software like AdEspresso allows users to set up automated rules based on specific criteria such as budget caps and CPC thresholds. This type of tool helps streamline processes while allowing marketers more time to focus on other SEM tasks.


These are just some of the KPIs you should know for PPC campaigns. Key performance indicators can provide you with valuable insights into how well your ads are performing and if they are returning any value. By learning how to track, measure, and analyze PPC KPIs, you can make better decisions on allocating marketing resources.

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About the author

Josh Slone

Josh is Chief of Staff at Content at Scale, running the in-house portfolio of sites as well as customer success for clients using our Content Machine.

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