8. What metrics do you use to track your Google ad performance? “Before you start running a Google ad, always work out what your objective is. The majority of our clients at Adzooma are after leads for conversion. If that’s your goal, the metrics I recommend are the number of conversions, the cost per conversion and the conversion rate.” “You might be after something else besides leads. Some of my clients are looking to increase their brand awareness. To track this, I recommend measuring the website traffic from the ad, the volume of impressions you get and the total number of clicks.” 9. What’s your number 1 PPC tip? “My number 1 PPC tip is to always be prepared for change. The PPC industry is constantly evolving. New tools are always being developed and Google refreshes its processes almost every year!” “Keep on top of the latest trends. There are a couple of PPC LinkedIn groups you can join, which are a great source of industry information.” The Inbound Marketing Playbook / 20