June 8, 2007, Newsletter Issue #67: Take a methodological approach to PPC campaign analysis and Return on Investment (ROI).

Tip of the Week

If you are trying to leverage your web presence to increase your bottom line, you need to know the exact effectiveness of each pay per click campaign that you launch. Collecting and interpreting key statistics will provide immediate results and feedback, and this pay per click tracking analysis will help you better adjust your approach to all kinds of online activities. The statistics that you should collect include: cost of each campaign, campaign reach (or total visits or “eyeballs”), number of unique visits, click-through number, click-through percentage, number of leads generated, and number of sales generated. These metrics will help you calculate your cost per lead, lead conversion rate, and lead to sales ratio, all of which will help you determine which campaigns are helping – or hurting – your bottom line.

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