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Interactive metrics tree

The Jellyfish metrics tree allows our PPC managers to clearly understand which metrics make up the campaign CPA and how they relate to one another:

 

Please view this on a desktop computer or a tablet.

CPA

£ 1,000

Cost

£ 1,000

Acquisitions

1,000

Average CPC

£ 1,000

Clicks

1,000

Conversion

1,000%

Impressions

1,000

CTR

1,000%

Average CPC

£

  • Bid Cap
  • Tail Keywords
  • Negative Keywords
  • Ad Copy Relevancy
  • Landing Page Relevancy
  • Page Load Time
  • 0 Impression Keywords
  • Affiliate Management

Impressions

  • Keyword Count
  • Network Count
  • Content
  • Placement
  • Match Type
  • Budgets
  • Negative Keywords
  • Tail Keywords
  • Bid Cap

CTR

  • Ad Copy Qualification
  • Keyword Insertion
  • Negative Keywords
  • Ad Copy Relevancy
  • Tail Keywords
  • Ad Extensions
  • Remarketing

Conversion

  • Ad Copy Relevancy
  • Landing Page Relevancy
  • Ad Copy Qualification
  • Site Management
  • Product Offer
  • Email Follow-up
  • Negative Keywords
  • Tail Keywords
  • Page Load Time
  • External Factors
  • Remarketing
  • Infinity Call Tracking

In practice, the metrics tree can help to optimise your campaigns in a number of ways:

Let’s focus on just one of these activities – providing campaign insight - and walk through the metrics tree in practice. Using sample data, we have the following key metrics to apply to the tree:

 

metrics.page.1.JPG

TIP – when you enter the data, hit tab or click on the next field to update the tool.

Based on these metrics, we are currently delivering 79 acquisitions at a £84.62 CPA. Let’s now assume that my campaign target is to significantly increase our conversion volume, while maintaining current CPA. In other words, more sales, for the same spend. What are my options?

Our first action is to raise bid caps across the campaign, to deliver the following effects:

More impressions

CTR increases

CPC increases

Conversion drops

To see this in action, click on the small right hand arrow:

 

metrics.tree.page.2.JPG

 

By increasing the bid cap to hit a £2.77 CPC, I have increased volume of sales to 95:

 

metrics.tree.page.3.JPG

 

However, CPA has now increased to £103.61 – too much! Our next action is to review the keyword portfolio by adding in negatives. Possible effects:

Impressions drop

CTR increases

CPC drops

Conversion increases

To model this, click on the small right hand arrow:

 

metrics.tree.page.4.JPG

By increasing negative keywords, I have decreased CPA to £96.23 (still too much, but heading in the right direction), and my volume of sales is 98 – looking good!

My next action is to use tail keywords as seeds to generate further tail keywords. Possible effects:

Impressions increase

CTR increases

CPC drops

Conversion increases

To model this, click on the small right hand arrow:

 

metrics.tree.page.6.JPG

The CPA has been brought back into line…..in fact, it has been reduced, and volume of acquisitions is increasing (NOTE don’t forget that our original metrics were 79 acquisitions at a £84.62 CPA).


metrics.tree.page.5.JPG

 

Great news, we can now start to raise bid caps again, because we still want more volume! By increasing bid cap to £2.86, our volume has increased again, but CPA has jumped up:

 

metrics.tree.page.7.JPG

Now we can focus on conversion rates, and specifically on landing page performance. Let’s see what an improvement in conversion rate achieves. We’re assuming that we can test some new landing page copy, so the metric to adjust is landing page relevancy. Click on the small right hand arrow:

 

metrics.tree.page.8.JPG

 

By adjusting the conversion rate to 3.11%, I can achieve my target CPA:

 

metrics.tree.page.9.JPG

 

And my sales have more than doubled to 165.

Is it feasible to increase your conversion rate? In most cases, yes; we generally find that a structured landing page testing and conversion rate optimisation plan can deliver very significant gains in campaign efficiency.

Summary

As you can imagine, there are numerous ways that you can use the metrics tree to view and review the core metrics that make up overall campaign CPAs. In general, bear in mind that viewing metrics in isolation is a mistake; as you can see from this walkthrough, adjusting specifics usually impacts on other areas of the campaign. That’s why it is important to focus on the most important goals and KPIs, usually your CPA target. Feel free to experiment, or contact us if you’d like any further information on our PPC management.