PPC Campaigns & Measurement
PPC Reporting and Performance Analysis
Last Updated: October 17, 2026Quick Definition PPC reporting summarises paid campaign delivery and outcomes. Performance analysis interprets the data, explains likely causes and recommends the next actions. Core Metrics Spend: Amount spent during the reporting period. Impressions and clicks: Delivery and traffic volume. CTR: Clicks divided by impressions. Average CPC: Spend divided by clicks. Conversions: Tracked actions defined by...
A/B Testing Ads
Last Updated: October 17, 2026Quick Definition A/B testing compares two variants to learn which performs better against a predefined metric. In PPC, tests may compare headlines, value propositions, calls to action, landing pages or other elements. Design a Useful Test Set a hypothesis: Explain why one change may improve a specific outcome. Choose one primary metric: Such as qualified...
Campaign Optimization
Last Updated: October 17, 2026Quick Definition PPC campaign optimization is the ongoing process of using performance evidence to improve targeting, ads, landing pages, bids, budgets and conversion outcomes. Start with the Goal Optimise toward the campaign’s primary objective—such as qualified leads, purchases or profitable revenue. Clicks and impressions are useful diagnostic metrics but should not replace the intended business...
ROAS and ROI Formulas
Last Updated: October 17, 2026Quick Definition ROAS (Return on Ad Spend) measures attributed revenue relative to advertising spend. ROI (Return on Investment) measures profit relative to the investment cost, using a clearly defined cost and return scope. ROAS Formula ROAS = Attributed Revenue ÷ Ad Spend As a percentage: ROAS % = (Attributed Revenue ÷ Ad Spend) × 100....
CPC, CPM, CTR and CPA
Last Updated: October 17, 2026Quick Definition CPC, CPM, CTR and CPA are common advertising metrics used to understand cost, engagement and acquisition efficiency. 1. CPC — Cost per Click Formula: CPC = Total Ad Spend ÷ Total Clicks Example: ₹2,000 spent ÷ 100 clicks = ₹20 average CPC. CPC helps show how much traffic costs, but does not tell...
Conversion Tracking
Last Updated: October 17, 2026Quick Definition Conversion tracking records valuable actions after an ad interaction, such as a purchase, qualified enquiry, phone call or sign-up. It helps advertisers evaluate which campaigns contribute to meaningful outcomes. Choose the Right Conversions Define actions that reflect business value. For an ecommerce site, a completed purchase and its value may be primary. For...
Landing Page Optimization
Last Updated: October 17, 2026Quick Definition Landing page optimization improves the page users reach after clicking an ad so that it clearly meets their needs and makes the intended action easy to complete. Why Landing Pages Matter An ad can attract the right click, but a confusing or irrelevant page may prevent a user from enquiring or purchasing. The...
Audience Targeting and Remarketing
Last Updated: October 17, 2026Quick Definition Audience targeting helps advertisers reach groups of people based on permitted signals and campaign settings. Remarketing reaches eligible people who previously interacted with a website, app or business, subject to platform policies and consent requirements. Common Audience Approaches Demographic signals: Use supported demographic attributes where relevant and permitted. Interest and affinity signals: Reach...
Campaign Planning and Budgeting
Last Updated: October 17, 2026Quick Definition PPC campaign planning defines the objective, audience, offer, targeting, budget, measurement and optimisation approach before ads launch. 1. Define the Objective Choose a measurable goal such as qualified leads, purchases, calls or relevant website visits. Identify the primary conversion and the business value of that action before selecting campaign settings. 2. Understand the...