‘PPC for beginners – the seven levels of campaign tracking’ – Econsultancy
Ben Davis says, “Getting to grips with PPC measurement?
Search campaign tracking can often be unsophisticated, working on a last click model, measuring revenue, transactions, ROI etc.
However, some more advanced marketers measure a bigger variety of variables, including profit margin, lifetime value and phone contacts.
Let’s look at the different levels of PPC campaign tracking.
Of course, these aren’t mutually exclusive – a combination can be used for performance objectives.
Reach, or awareness, is defined as the number of ad impressions generated by the campaign (simply the number of times an ad is seen).
This number can be given at a keyword level, an ad group level or for the whole campaign”.
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