Hey there, reader! 👋 Are you struggling to measure the success of your pay-per-click (PPC) video ads? Don’t worry; you’re not alone. It’s quite common to be unsure of what metrics to track when it comes to video ads. But fear not, for in this blog post, we’ll discuss some essential metrics to track for video ads in PPC marketing.

Impressions

When it comes to video ads, impressions are the number of times your ad has been viewed. While it’s an essential metric, it doesn’t give you the full picture. Impressions can be deceiving because even if someone scrolls by your ad, it still counts as an impression. It’s crucial to note that impressions alone don’t indicate how well your ad is performing.

A video ad on a social media platform, showing an impression count in the corner of the ad.

View rate

View rate refers to the number of times your video has been viewed divided by the number of impressions it has received. For example, if your ad received 100 impressions but was only viewed 50 times, your view rate would be 50%. Tracking this metric can help you understand how many people found your ad interesting enough to watch.

A graph showing the view rate of a campaign over time.

Conversions

The ultimate goal of any PPC campaign is to convert viewers into customers, and tracking conversions is essential to measure that success. A conversion is when a user completes a specific action that you consider valuable, such as filling out a form. Tracking conversions will let you know not only how successful your ad campaign is, but how successful your overall marketing strategy is.

A screenshot of a dashboard showing conversion statistics.

Click-through rate (CTR)

CTR is the percentage of viewers who clicked on your ad after seeing it. It’s one the oldest metrics to track success, but it’s still essential. You want to ensure that your call-to-action (CTA) is clear and compelling enough to make users click your ad. If your CTR is low, it’s time to reassess your ad and make changes to how it’s presented.

A screenshot of a video ad with the CTA highlighted.

Video completion rate (VCR)

VCR is the metric that tells you how many people watched your video until the end. This metric gives you insight into how engaging and compelling your video is. You want your VCR as high as possible because that means viewers are sticking around to hear your message. It’s essential to make sure that your video ads are not too long, irrelevant, or uninteresting.

A screenshot of a video ad with the VCR percentage in the corner of the ad.

Cost-per-click (CPC)

CPC is the amount of money you pay per click on your ad. It’s crucial to track this metric to see if your ads are costing too much or too little. If your CPC is too high, it might indicate a need to adjust your targeting or your bid strategy. If it’s too low, it could be a sign that your ad isn’t getting in front of enough people.

A screenshot of a dashboard showing CPC for individual ads.

Ensuring that you track these metrics will help you understand how successful your PPC video ad campaign is. Remember to keep an eye on your overall business objectives and how your ads contribute to them. 🚀

A collage of different ads with different metrics overlaid on top, indicating a successful and diverse PPC campaign.