Defining the success of PCC

When marketers begin planning a pay per click campaign (PPC) on behalf of the company they work for they are likely to be asked how they plan to measure its success, which can be a tricky question to answer.

Search Engine Watch's Jason Tabeling explains that the way this query is answered can have a "significant impact" on the way the campaign will be designed and carried out.

In order to make a predictive measure of its success, marketers need to look further than their desired return on investment and also look at the potential profit.

He explains that a firm may be selling a pair of trousers and a t-shirt for the same amount, but that the t-shirt may have cost more to make, meaning more profit needs to be made on the latter.

"Evaluating the success of your PPC campaigns doesn't stop at high-level results for just paid search. You measure down to the keyword level to ensure the most granular level of data," Mr Tabeling adds.

However, according to the site's Herndon Hast, PPC and search engine optimisation should be measured separately for success in order to ensure they work well together in a campaign.

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