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Every PPC Metric Under the Sun (+How to Improve Each & Every One)
If you’re in marketing, advertising, or doing anything related to PPC, odds are you’re not a fan of math. Crazy, I know, with all the data we have to crunch. But, with so many variables, even the savviest numbers wiz can find their head spinning as soon as they log into the platform.

Luckily, a lot of the hard work is done for us automatically through the metrics displayed in our reports. All we need to do is, well, know what they actually mean.

That’s why I’ve put together this complete guide to PPC metrics. Which includes:

Easy-to-understand definitions for 28 PPC metrics.
Specific tips on how to improve each one.
The context you need to determine which metrics are most important to you.
Treat this post as your one-stop shop to tackle PPC data like a pro by knowing every and any metric you’ll ever need.

PPC metrics table of contents

Click to jump to each metric in this post.

Top impr. rate
Average CPM
Click-through rate
Absolute top imp rate
All conversions
Average CPV
Conversion rate
Search imp lost (rank)
Display imp lost (rank)
View-through conversions
Search imp lost (budget)
Display imp lost (budget)
Cost per click
Conversion value
Relative CTR
Invalid clicks
Cost per acquisition
Conversion value/cost
Viewable impressions
Impression share
Conversion value/click
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Universal PPC metrics

Like with anything in PPC advertising, not all metrics created equal. There are some metrics that hold enough weight to be acknowledged across any campaign type. Check out these “bread and butter” PPC metrics:

1. Impressions

At the bare minimum, impressions is the perfect starting point when it comes to understanding PPC metrics. An impression is counted whenever someone views your ad, regardless of whether they click on it.

Let’s say your ad shows in a lower position on the SERP. Unless the searcher scrolls down to physically see your ad, you won’t get an impression.

Impressions are usually free unless you choose to pay by impressions versus clicks. You can also have multiple impressions from the same person.

How important are impressions?

Impressions can be telling in any PPC situation. For example, if you have a high number of impressions but a low number of clicks or conversions, this...
62 Free Marketing Templates You Didn't Know You Needed
Doing anything for the first time ever is really hard. I recently helped plan a big event and as a content marketer...well...let’s just say it wasn’t my favorite task. That’s why the spirit in the sky created marketing templates.

When you're starting from scratch and you find a template.

I know that I would be lost and alone without so many of these templates. I’ve used them myself, as a constant employee of startups, and I can’t imagine what other marketers do without them. So if you want to be proud of building from the ground up while not reinventing the wheel, take a look!

We've got templates for big plans, small requests, and everything in between. Many of them are our own, but we've included plenty of templates from others just in case you get sick of us.

Have at it!

Marketing templates table of contents

Marketing plan templates
Content audit templates
Blog templates
Google Ads templates
Facebook ad templates
Keyword research templates
Social media marketing templates
Email marketing templates
Marketing calendar templates
Landing page templates
Sales and marketing templates
Marketing budget templates
Free marketing plan templates

LOCALiQ’s Small Business Marketing Plan Template
Of course, we have to toot our own horn here. All we do is focus on helping small businesses succeed, and we have the marketing template to do just that.
LOCALiQ's Growth Strategy Template
Learn how to create your growth strategy in seven steps, and get the template to make it official!
WordStream's SWOT Analysis Example
We use a fictional restaurant to create a full four-quadrant SWOT analysis that you can model after.’s Marketing Plan Template on InVision
InVision has tons of templates from brand name businesses. I am a fan of, so I gravitated toward their version. Of course, you do need an InVision account, but you can sign up for free!
AddThis’s Free Marketing Plan Template
This is their “ultimate” template and guide combo. It instructs you how to create a marketing plan and offers not only their own template to download, but links to a few others as well.
Content marketing templates

My favorite! Titles, calendars, posts, research, and more! I love looking at marketing templates for content, partly because my organization can always use improvement and because this is a great way to learn about new...
NEW Paid Search Advertising Benchmarks for 2021
In today's day and age, when we want to buy something, our knee-jerk reaction is to head to Google (or whatever search engine we use). Whether we know exactly what we want, are looking for nearby businesses, or want to do more in-depth research, 71% of buyer journeys begin with a search engine.

In other words, consumers have the highest purchase intent when on search engines. This is why paid search ads are so highly effective—and yet so competitive. 

In order to compete, you need to have a clear picture of your performance in relation to others in your industry. To help you with this, WordStream and LOCALiQ have partnered up to provide you with the benchmark data you need! 

Below you will find the following metrics across the top 20 industries for Google and Bing search ads:

Average cost per click
Average click-through rate
Average cost per lead
Average conversion rate
Compare your averages to those in your industry and get a solid read on where you need to improve to stay competitive.

Average cost per click for search advertising

Business Category
Average Cost Per Click
Arts & Entertainment
Animals & Pets
Apparel / Fashion & Jewelry
Attorneys & Legal Services
Automotive -- For Sale
Automotive -- Repair, Service & Parts
Beauty & Personal Care
Business Services
Career & Employment
Dentists & Dental Services
Education & Instruction
Finance & Insurance
Health & Fitness
Home & Home Improvement
Industrial & Commercial
Personal Services
Physicians & Surgeons
Real Estate
Restaurants & Food
Shopping, Collectibles & Gifts
Sports & Recreation

Cost per click varies according to the level of competition for a keyword, audience, location, and more, and your bidding strategy can impact this metric.

We found the average cost per click for search ads across all industries to be $3.53, ranging from $1.40 to $8.67.
Industries with the lowest CPC include travel ($1.40), animals and pets ($1.60), and sports and recreation ($1.73).
Industries with the highest average CPC include attorneys and legal...
What Growth Marketing Really Means (+22 Strategies to Do It Right)
To many business owners and marketers, the term "growth marketing" may seem redundant. Marketing is what you do to grow a business, so isn't all marketing growth marketing? 

Too many professionals get this definition wrong and end up missing out on major opportunities for growth. So what exactly is it? In this complete guide to growth marketing, we’re going to cover:

The true definition of growth marketing and its benefits.
Growth marketing vs traditional marketing and growth hacking.
How to do it using the five stages of the AARRR framework.
Growth marketing strategies and important metrics for each stage.
Let's get started.

What is growth marketing?

To understand growth marketing, let’s take a look at it in comparison to traditional marketing.

Traditional marketing focuses on campaign-oriented short-term goals. It’s typically company-centric, largely focused on acquisition, and most of the planning is opinion-based and evaluated annually.

Image source

Growth marketing, on the other hand, is strategy-based with long-term goals in mind. Planning is evidence-based and it focuses on acquisition, retention, and cross-selling and upselling,

Simple example of growth marketing

Let's say your ecommerce business is not making enough money because customers only buy one or two products. The order value is low and the profit doesn’t cover the acquisition costs.
In this case, you might use cross and upselling to get the customer to buy more products the first time, and engagement strategies to get them to buy more often, because with the second or third sale you won't have any acquisition costs to cover—especially if you use email marketing to communicate with your customers.

Growth marketing vs growth hacking

Growth hacking is not the same as growth marketing. Growth hacking focuses on short-term results while growth marketing focuses on the bigger picture. Here's a deeper dive into the differences between the two:

Growth hacking looks to achieve rapid growth, usually with acquisition, while growth marketing seeks to achieve long-term growth with a set of full-funnel strategies.
Growth hacking looks at data to experiment and refine an outcome, while growth marketing looks at data to identify patterns and refine a strategy.
Growth hacking involves hands-on tactics with testing and tweaking, while growth marketing involves...
5 Social Proof Tips to Boost Email Marketing Results

Looking to boost the results of your email marketing? Adding social proof to your emails is proven to make readers more likely to click, call, sign up, and buy.

Let’s assume you either have or plan to set up a sign up page, autoresponder, welcome series, and/or promotional email strategy. You can include social proof in any of these for more sign ups, clicks, and sales.

For example, AWeber uses these testimonials from successful customers in order to show the value of our platform and specific ways customers have seen success with it. These testimonials provide online proof that real people with real businesses use and like our tools.

Social proof is an expert marketing trick that takes very little effort. Read on to learn what it is and how you can utilize it successfully in your email marketing.

What is social proof?

Social proof is a psychological phenomenon. It’s actually related to the fear of missing out, or FOMO.

Here’s how it works: When someone is thinking about making a decision — whether it’s a purchase, signing up for an email list, or anything else — they regularly look for advice from others.

This is why, when you’re looking for a new dentist or hairdresser, you likely ask your friends and family who they go to. 

But when it comes to decisions that are less universal, like buying an online course, signing up for a newsletter, or trying out software, you may not know someone personally who has the right experience.

Instead, many people look to trusted experts who give advice and recommend products and services. These could be anywhere from professional business coaches to YouTube stars trying new products.

However, if you don’t have an expert or personal contact you trust to give you feedback on a product or service, you look to the internet for advice — from reviews, testimonials, etc. This feedback is called social proof, and it’s very popular.

For example, here's a review of AWeber on Trustpilot:

Over 90% of people look for at least one review before making a purchase decision.

You can use reviews about your business from TrustPilot, Yelp, Google Reviews, Amazon, or even Facebook. If your business has been around for a while — at least a couple of months — it's likely you already have glowing reviews you could use. But if you're new, you might want to opt for a different kind of social...
7 Ways to Combat Rising Facebook CPMs Due to iOS 14
As we knew it would, the release of Apple iOS 14 earlier this year has impacted Facebook advertising in a dramatic way. Now that a few months have passed and the dust has settled, I want to share with you something I've observed in my clients' accounts: that CPMs are rising.

So in this post, I'm going to:

Tell you why your Facebook ad CPMs might be higher as a result of iOS 14.
Share seven tips to keep your CPMs low.
Provide additional resources for lowering additional Facebook ad costs.
Why is iOS 14 causing higher Facebook ad CPMs?

I have been managing Facebook ads for clients for a number of years now and in the months following the iOS14 update, I've noticed increasing CPMs.

The iOS14 update has caused CPMs to rise in many instances for a variety of reasons:

1. Audience sizes shrinking

The primary reason many advertisers are seeing this rise in cost is that as Apple iOS 14 allows users to opt out of tracking and 96% have chosen to do so.

With the pixel being unable to track users as effectively, Facebook can’t build sufficient-sized custom audiences like it used to.

Learn how to make the most of your privacy-first Facebook ad targeting here.

2. Increased competition

Due to the shrinking of many audiences, the real estate for which your ads enter an auction has become limited as well. This causes an increase in competition on a per-user basis, further raising costs to advertise on Facebook.

3. In-feed placements have more value

I also noticed that lead ad campaigns had a much more volatile reaction to iOS14 than their counterparts simply because of the types of placements this campaign type allows.

For example, here are the placement options for a lead ads campaign vs a conversions campaign:

As you can see, the additional placements available for the web conversions campaign objective allow you to spread your impressions across more (ultimately cheaper) places. This brings your average CPM down quite a bit because you aren’t solely focusing on in-feed placements. The unfortunate part of this is that typically it is the in-feed placements that convert at the highest rates and drive the most qualified leads.

7 tips to keep your Facebook CPMs down

So what do we do now? I have five tips to help you combat rising CPMs as a result of iOS 14.

1. Diversify your campaign strategy

As I...
10 Steps to Creating a Landing Page That Converts

You have an awesome product or service. And you know it adds value to your target audience. All of the marketing research and testing has told you that.

Now all you need to do is convince people to choose you over your competition. But how? 

A high performing landing page —also referred to as a Lead Page— will help you not only attract new visitors, but collect their information so you can send them emails to tell them about the value of your offer.

Whether you’re looking to drive sales, sign ups, or downloads, a highly optimized landing page can provide real value by bringing your visitors to a page targeted directly to their needs. 

According to a report by, a landing page tailored to the needs of your customer can increase conversion by 300%.

But how do you know what landing page best practices to achieve your desired action?  We’re here to help with these 10 steps to create landing pages that convert.

Related: How to Create a Landing Page in 8 Steps

Step 1: Establish your USP

Your USP (Unique Selling Point) is the thing that sets you apart from the competition and the reason why people will choose you over everyone else.

Studies show that you have less than 15 seconds to capture someone’s attention when they land on your website. That’s how long they’ll stick around before deciding whether what you’re offering is right for them. So you need to impress them quickly.

What’s in a Value Proposition?

Value propositions include:

Showing how your product or service compares against a well-known competitorThe ROI that can be achievedThe monetary value of the product and the saving that can be made by signing up nowThe success that can be achievedMaking it clear that your offer is freeA guarantee

Define a strong, value-driven USP and build your landing page around it. You can complement your USP with strong headlines,images, and relevant copy.

A value proposition is a key component of your marketing strategy, and shows the user what they’ll gain when they take action, whether that is filling out a form or making a purchase. 

Check out how Jay, from AWeber uses a Unique Selling Point to create his high-converting landing page.

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The 8 Best Words to Use in Your Next Email

There’s a simple way to transform your email copy from passable to powerful — choose the right words. Effective words will inspire your subscribers to open, click, and buy.

Choosing the wrong words in your next email, on the other hand,  could damage your email engagement and even annoy or insult your audience. By learning a few key tips, you can avoid these common mistakes and write emails your subscribers will love.

In this article we’ll talk about:

8 power words for effective emailsWording for complicated situationsPhrases to unlearn and replaceHow to begin & end emails

8 Power Words for effective emails

These 8 everyday words can have a huge impact on your email engagement. (Spoiler: We just used one of them.)

You might be surprised. Some of the most effective words are ones you use everyday. Here is the list of email marketing words:

NowYou/YourThanksNewEasyAndFree [Insert name here]

Now, find out why these are the best words to use in an email and how to use them.

Related: How to Craft Irresistible Newsletter Content

1. Now

The word “now” is one of the most effective words to use in email, because it invokes action and urgency. It asks subscribers to do something right away, rather than putting it off until later.

“Now” is a good word to use in your subject line to increase open rates. Or, include it in your call-to-action (CTA) button to increase click-through rates.

However, when using this word in your emails, you want to make sure that subscribers understand what action they need to take. The next step should be clear since you’re asking them to do something immediately. You can achieve this by making your email focused on one specific outcome with one CTA.

Related: Download AWeber's Email Marketing Statistics Report to learn more about calls to action (CTAs), writing effective emails, and email benchmarks.

Rifle Paper Co. utilizes the word “now” by incorporating it in the CTA button and focusing the email on one outcome: shopping for planners.

2. You/your

You can also make your emails more compelling by using the words “you” or “your” instead of speaking in the third person.

“You” and “your” are effective because they give your message a personal feel. This viewpoint can make your subscriber feel like you’re speaking to them exclusively, rather than a group of people. We use...
7 [Non-Generic!] Customer Engagement Strategies & Examples
Whether I’m looking for a new couch for a move or a new coat for the fall, the first thing I do is crowdsource suggestions for companies that my friends and coworkers suggest. These recommendations from people I know are better than a Google search result because they’re already vetted, already trustworthy—and I’m not alone in thinking this way.

Crowdsourced recommendation requests...sometimes entertainingly specific.

That’s why keeping your customers engaged and encouraged to recommend your company is so important.

If you’re not focusing on customer engagement, now is the time to start. Here’s what we’re covering today:

What customer engagement is
Why customer engagement is important
Customer engagement strategies you need to try
Let’s get to it.

What is customer engagement?

Customer engagement is the series of interactions between a brand and a customer that foster an ongoing relationship.

Ideally, these interactions happen across a variety of platforms: over email, on your website, through social media exchanges, during purchases, and more. That doesn’t mean your customers need a barrage of communications to be engaged—we all know that’s how marketing gets annoying.

Instead, fewer, more meaningful touchpoints can be better for building trust, which is key for maintaining long-term customer relationships. Those relationships are going to be great for producing revenue and, perhaps more important, word-of-mouth marketing.

Image source

We’ll get into the benefits of customer engagement, and why it’s important for your business to focus on this, in a minute. But first, let’s make sure we’re clear on what customer engagement is and what it isn’t.

Customer engagement vs. customer experience

Be careful not to mistake customer experience for customer engagement. Customer experience is your customer’s response to the process of purchasing from your brand. This is a part of customer engagement. You want to make sure your customers have a good experience during conversion—whether that’s Instagram checkout for your ecommerce brand or scheduling an appointment for a local service like plumbing or lawn care.

But customer engagement includes more than your customer’s responses to these actions. Instead, it encompasses the ongoing interactions across all platforms, including customer experience. It’s when you’ve nailed both...

Number of Total Worldwide Registered Domains Updated: Oct 25 2021