Marketing Pro Group (MPG)’s Post

Earlier today, I spent an hour in an online seminar with some #B2B #event #marketers - all valued members of Marketing Pro Group (MPG)'s network. We talked about the most important updates to #PPC/ #paidmedia platforms that event marketers need to be aware of, with MPG’s PPC/Paid Media gurus taking us through these updates - step-by-step. What stood out for me today was the need to understand and be focused on the right #metrics when measuring #ROI of PPC/Paid Media. Far too often the vanity metrics of impressions, clicks and views are the main focus, when there are far more valuable and important metrics to be concerned about! Here is MPG’s framework of PPC metrics that matter – in order of importance: VALUABLE METRICS get straight to the point. Return-on-ad-spend (%) Total conversions (#) Cost-per-conversion (£) Conversion rate (%) VIABLE METRICS give you supporting insight Click-through-rate (%) Cost-per-click (£) Cost-per-mille (£) VANITY METRICS mean nothing in isolation Impression (#) Clicks (#) Views (#) If you PPC/Paid Media agency is: (1) Only reporting on vanity metrics, and/or (2) Telling you conversion metrics are impossible due to tracking issues …then you need to get in touch with me ASAP so I can show you how MPG does things. We ALWAYS make sure conversions can be tracked and TRUE ROI can be measured. It’s time we shook things up. Let us help you make PPC/Paid Media a real growth driver for your business – bringing in more revenue and making your business more profitable. No channel is more automated or more scalable than PPC/Paid Media. It’s time to get serious about this critically important area of event marketing!