The feasibility of any marketing campaign can be calculated by measuring the result. A PPC advertising campaign unlike natural SEO, allows website owners to advertise their website on some predefined locations, generally across the top portion and side portions of a search results page. However, unlike natural SEO, PPC is done at a cost. Here, website owners have to bid and win a top position on the results page.
The objectives of a PPC advertising campaign are increased number of customers and higher sales. If you are planning to go for a PPC advertising campaign you should be clear about your objectives. Search engines charge for PPC on the number of times the advertisements are clicked by a visitor, and hence spending without allocating a budget may prove to be a disaster.
The feasibility of a PPC campaign can be measured by calculating the return on investment (ROI), cost per acquisition (CPA) and the click-through-rate (CTR). ROI works on a business level and measures the returns on the advertising budget, while CPA measures the cost of converting a visitor to a customer. CTR accounts for the number of visitors to the website. Having a check on ROI, CPA, and CTR goes in a great way in maintaining an effective and feasible PPC campaign. |
