Establishing PPC objectives: Tailoring KPIs and metrics for every funnel phase

PPC KPIs and metrics: What's the difference?

When defining metrics, they need to be relevant to the set KPIs. For example, if your goal is to increase qualified leads

A glance at Top-of-funnel PPC campaigns

Top-funnel campaigns are intended to generate awareness among a broad audience of potential future customers

Moving to mid-funnel PPC campaigns

Mid-funnel campaigns aim at connecting with users in the Interest/Consideration phase. Your KPIs and metrics should correspond to this end goal.

The Bottom-of-funnel PPC campaigns

Bottom-funnel campaigns are effective in driving actions such as form fills, phone calls, purchases, and quotation requests.

Setting KPIs and metrics for your PPC campaign

Remember, KPIs for your PPC campaign should directly link to your business objectives, and the metrics you use