Launching a PPC campaign can lead to some great results in your marketing initiatives. The way to find out whether or not you are getting your money’s worth out of these PPC campaigns is to diligently track your return on investment (ROI). Without measuring certain campaign metrics, it is impossible to know if you are achieving your goals or not. What are these metrics and how do they apply to iGaming affiliates? We’ll take a look at the four most important metrics to calculate your ROI.
First, what is your ROI? A simple formula to obtain this information is:
Revenue generated from PPC – PPC Spend/PPC spend x 100
Why is this metric important? This determines if your campaign is profitable or not. If you’re spending more than you are making on PPC campaigns, then you’ll want to establish what you can do to turn this around. Should you be using different keywords? Do your PPC ads need modification? What’s happening when potential players get to your landing pages? Do you need to adjust bid prices on keywords? The four metrics below will help to answer those questions.
Conversion Rate for Depositing Players:
Formula: Number of new depositing players/clicks x100
This will establish if your ad group’s conversions are within the average benchmarking figures, which are around 2%-5%. If 2%-5% of your traffic is not converting, then you may want to look at making changes to your keywords, PPC and landing pages, which are links to landing pages blog.
Cost Per Acquisition for Campaign:
Formula: Number of new depositing players/cost of campaign
Your Cost Per Campaign metric will allow you to see if you are bidding too high on keywords that are not converting enough sales. You will see if they are within your goals and are matching your website’s natural Cost Per Acquisition (CPA). If your CPA is higher in PPC, then adjustments to keyword bid prices need to be changed.
Cost per Acquisition for Keyword:
Formula: Number of new depositing players per keyword/cost of keyword
The ACID report in the Income Access software helps you to establish the profitability of keywords. Based on evidence of keywords that aren’t profitable, pause the usage of certain, less-profitable keywords, and concentrate on those that are converting at higher rates.
Average Revenue Generated per Player from PPC
Formula: Total revenue generated from PPC/Number of players from PPC
You need to work out whether or not the revenue generated from PPC matches the site’s metrics. If they are not matching, then keywords or ad groups need to be modified or paused.
As with all marketing campaigns, close observation of the results of certain aspects will help you to adjust those campaigns into winners that increase your ROI. When monitored correctly, PPC campaigns can open up some great revenue channels for your iGaming business.
- Are Metrics Killing Your Creativity?
- PPC Vs SEO: Which One Will Drive Your Campaign?
- PPC vs SEO
- Income Access Survey: How Do Super Affiliates Use Reporting Metrics?
- Part 7: Recapping PPC as an Acquisition Strategy
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