When you begin an advertising campaign, you need to choose which metrics you will need to consider. This means there are good metrics and then, there are those that do not matter.  The bad part of a DIY project is that you do not know how far to go with material selection and how good the material has to remain. The good part is that you do not have to ask anyone, just Google it.

Traffic is the starting point

PPC campaigns work differently when you change the metrics. At the very base level, we focus on traffic. This forms the basis of evaluation of success and failure. Everything on

the internet depends on the traffic, doesn’t it? So, we cannot be wrong. Often, advertisers will look at the click-through rate. They might analyze the success of the campaign by calculating the cost per click.

Impression share and device segmentation are some of the features available on AdWords. These traffic focused metrics are incredibly useful even though most people ignore it. This is because they are more interested in developing their social image and contacts and not in the monetary aspects of the blogging or networking.

Start thinking profit

So, we focus on making a profit. Usually, no one will set up

conversion tracking considering it unimportant. You can measure conversion acts like making a purchase. Or, it might involve lead submission in your ad platform. You do this by placing a code snippet on a thank you message. Or, it

might be an order confirmation page.

If you do not place that piece of code, the only thing you will see is the traffic. You can measure search impressions, a number of clicks, and click-through rates. Now, you have to understand why the traffic based metrics will be confusing.

Use the right PPC metrics

Having the best click-through rate alone will not guarantee the best profit. Nor, will having a large number of clicks. You can decrease the cost per click to rock bottom and still not make the profit you should if you do not select the right metrics. It might be the quality score that is bringing in clicks but not the most number of clicks. Neither will it be the lowest cost per click for the cost will be fairly high. In fact, having the high cost per click might show the red flag to some people. But, underneath it the clicks are converting into leads. It is this conversion focus that we need to focus on in the PPC metrics.

So, set up the conversion tracking right away. Put this on a thank you page and you can use many platforms. Google AdWords or Bing Ads will be the right choices. Use Un-bounce to set up the tracking on the thank you page.

Most important metrics in business

In many of the commercial businesses, the use of phone calls is vital to lead conversion. So, it is important to add telephone calls to the conversion tracking. Take help from any of the call tracking platforms and set up the conversion tracking. Make sure everything remains tracked and measured. While conversions are great, the real point is whether any leads became paying customers. Conversions tell you about the story of the leads but they do not mention anything about the revenue created.

The most important metric of all is the actual ROI. This is the Return on Investment and when you focus on this metric, you go way ahead of the people who still haven’t figured it out whether they are making or losing money. We track each lead in the CRM back to the campaigns we started. In each campaign, we use separate phone numbers. This helps us record which campaign led to the sale.

If you’re interested in running pay-per-click campaigns but don’t want to get your hands dirty, iQlance has plenty of options, from PPC-only to full website overhaul and branding. Give us a shout today!

The post PPC Metrics: What They Mean and Which Are Important appeared first on iQlance.

App and websites know that their initial offering is not going to work on all the websites and in all conditions. To know how good the Mobile App Development or website Development is, one must test them to find the bugs and check the performance issues.

Foremost among the testing methods it the load testing. This will do the tests to determine whether your application will withstand the load of the concurrent user, data volumes, and requests. This tells you about the viability of the application in real-time usage. While there are hundreds of load testing tools available, one must have at least one or two in hand to do the testing of the apps and websites before releasing them to the world.

Load testing is important

The first among the web testing tools is the load, stress, and performance test, which we discussed above. The second is the regression testing tool. This means you test those parts of the application that have not undergone testing. The test cases will be checked again whether the old functionality of the application has undergone change due to the introduction of new parts in the application. It may be that some new bugs have been introduced.

Verification of functionality

So, by doing the regression testing we verify that the previous version of the software are working fine and are not disturbed by the introduction of the new features. You also can check to see that all the previous bugs have been fixed. The functional testing is performed by testers when the new build is available. The tester will verify that the existing functionality is working as it should. You must consider regression testing as a part of the release cycle so that it is a part of the test estimation.

Regression testing is usually performed after the recent changes or the new functionalities have been verified. But this need not be the case. If the changes will take months to complete the regression tests are included as a part of the daily cycle. If the changes will be over within the week, then the testing will take place once the week is over.

Various things that you must test

The other important thing on the minds of the software testers is cross browser testing. The things you need to check will consist of the following things:

• CSS Validation
• Page Validation
• HTML Validation
• Check Ajax and JQuery functionality
• Page content alignment
• Check the header and footer sections
• Images and their alignment
• Page layout for different resolutions
• Validation for the font size

Other than these, you must also check for things like page zoom-in and zoom-out functionality, date formats, and page styles. Then, testing takes place for special character with HTML encoding. The entire range of tests will have to be done for different Operating Systems such as the Windows, Mac, and Linux. You may also have to check for different versions of the browser.

You have several free of charge and paid cross browser testing tools in the market. You need to decide on the browser compatibility testing tool according to your obligations. And, if cross browser testing is vital to your job, you should spend time and put in the effort and budget test the website on different browsers. When your project has more browser dependent functions, it is better to opt for the paid version rather than choosing the free version that has lesser functionalities.

The list compiled above contains both free open source and certified tools for web testing. But, the accredited tools will have free trial versions that allow you to decide which one works well for you. Try them for a while before you decide on one.

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