As with every part of your website – always monitor and test your search engine listings.

Most of the different PFP providers supply tools to help you monitor and measure your advertising results. 

The Zeald Website Manager also has a campaign management module that allows you to track and measure all your PFP advertising campaigns. Talk to your Zeald E-Business Consultant or the Support Team for information on activating this add-on.

The key metrics that you will need to monitor when advertising on the search engines, using paid placements programs are different depending on what type of website you have. The key metrics for an ecommerce website are:

• Impressions – the number of times your advertisement has been ‘served’ to viewers

• Click-Through Rate (CTR) – how often visitors click on your ad

• Clicks/Visitors – the amount of clicks that you have received

• Conversion Rate (Visitors) – the percentage of visitors that placed an order

• Orders – the number of orders placed

• Average Sale – the average value of each order

• Revenue – the total amount of revenue generated

• Gross Margin – the percentage of revenue that is your profit

• Gross Profit – the total amount of profit that you have made

• Cost Per Click (CPC) – the cost per click on your advertisement

• Total Cost – the total cost of your campaign

• ROI - the return on your advertising investment (gross profit divided by the total cost).

The key metrics for an Promotion or Catalogue website are:

• Impressions – the number of times your advertisement has been ‘served’ to viewers

• Click-Through Rate (CTR) – how often visitors click on your ad

• Clicks/Visitors – the amount of clicks that you have received

• Conversion Rate (Visitors) – the percentage of visitors that made an enquiry

• Enquiries – the number of enquiries made

• Conversion Rate (Enquiries) – the percentage of enquiries that resulted in an order

• Orders – the number of orders placed

• Average Sale – the average value of each order

• Revenue – the total amount of revenue generated

• Gross Margin – the percentage of revenue that is your profit

• Gross Profit – the total amount of profit that you have made

• Cost Per Click (CPC) – the cost per click on your advertisement

• Total Cost – the total cost of your campaign

• ROI - the return on your advertising investment (gross profit divided by the total cost).