Below
is a list of some of the KPIs for the team members of PPC, please note that this list is not
comprehensive and is just for reference.
How
do we measure the success? All
the KPIs will have a numeric value attached to it and will be conveyed to each
team member. As we move, the progress
will be measured against the pre-agreed KPIs
KPIs- Paid Marketing-
PPC team
v
Cost
per conversion/acquisition
v
Revenue
on Ad spend
v
Advertising
to sales/leads
v
Click
through rate
v
Total
Leads generated and Cost per lead
v
Cost
income ratio
v
Conversion
rate
v
Cost
per click and eCPC
v
Quality
score- This will lead to Higher Ad positions, Lower CPC, Higher impression
share and Lower CPA
v
Total
Goal completions
v
Lifetime
value of a customer
v
Allocated
budget vs Total Spend (keeping ROAS in mind)
v
KPIs
for each step in the funnel- For example: visitor to lead, MQL to SQL, visitor
to customer etc.
v
Overall
website traffic increase- branded vs non-branded keywords
KPIs- SEO team
v
Rank
for main converting keywords
v
Rank
for secondary keywords
v
Increase
in organic traffic and overall traffic volume after the start of SEO activity
v
Increase
in number of pages on the site that generate traffic
v
%
increase in organic conversions
v
Increase
in non-branded keywords
v
Organic
Impressions
v
Organic
Click through rate
v
Link
building KPIs- total links created, number of links from the authority sites,
number of link from extremely relevant sites, Inbound links created for a
anchor text resulting in Google indexing
v
%
increase in referral traffic, referral conversions
v
%
increase in brand search traffic and brand mentions
v
%
increase in sign-ups, newsletter subscription etc.
v
Goal
completions
v
Revenue
generated and total number of transactions/booking etc.
v
Page-views,
Avg. time on site, pages/session, Bounce rate, unique website visitors
v
Revenue
per search visit
KPIs- Social Media Team
v
Link
clicks, reach, inbound links generated, blog subscribers, video views
v
Shares
, share of voice , net promoter , sentiment,
# of social influencers and comments
v
Time
on site, email sign ups, referral traffic, unique visitors, page-views, reviews
etc.
v
Brand
mentions, community growth, drop off rate
v
Profile
visits, post reach, potential reach
v
Active
followers /People Talking about
v
Followers/fans,
conversions, issue resolved
v
Impressions-
How many times the post showed in the news feed
v
Traffic
coming from Social Media
v
Leads
generated/Action taken on the website, cost per lead, lead conversion rate, LTV
v
Goal
completions
v
Retweets,
@connects, brand mentions
v
Sales
and Average order value/ticket size
v
Revenue
generated and Revenue on Ad spend
v
Customer
service- Response time, Avg. handling time, First contact resolution, No of
questions answered
KPIs- Email Marketing team
v Delivery rates
v Open rates
v Bounce rates
v Conversion rate and total conversions
v CTR
v Unsubscribe rate
v Spam compliance rate
v Site traffic
v Time on site/app
v List growth
v Total sales
v Social growth
Note-
KPIs for other teams like Front end coder, design team etc. will be
discussed later on as this depends on
the projects at hand and other factors.
Sample
KPI for Design UX team : Quantitative UX KPIs :(1)Task success rate
(2) Time on task (3) Use of search vs. navigation (4)User error rate (5)System
Usability Scale (SUS) Qualitative KPIs (1) Reported expectations and
performance (2)Overall satisfaction
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