CPL, CPA, ROI, ROAS, CPC, CTR…You hear marketers using these terms all the time, but are these the best metrics to measure the success of your PPC campaigns? Are these even appropriate metrics to be tracking considering the diminishing relevance of last click data and the increasing impact of multi-attribution measurement? They are certainly metrics still worth paying attention to, but how can brands and marketers get more granular with the data and really understand what keyword strategies are driving sales?
In part 1 of this series, Justin Mayerick, seasoned PPC expert and IMI’s SEM Director, will discuss how some ecommerce businesses are now moving away from traditional keyword strategies that grow overall revenue. Brands can now confidently focus on keywords that drive new acquisitions and use more impactful KPI’s such as “Cost Per New Acquisition” (CPNA).
The key takeaways will include:
- Understanding traditional keyword tracking metrics
- How to define new keyword tracking metrics such as CPNA
- How this can impact you bottom line