Key Performance Indicators (KPIs) vary based on platform goals:
Paid Search:
- CTR (Click-Through Rate): Measures ad relevance.
- CPC (Cost Per Click): Tracks cost-efficiency.
- Conversion Rate: Measures user actions (e.g., sales, form submissions).
- ROAS (Return on Ad Spend): Evaluates profitability.
Paid Social:
- Reach and Impressions: Tracks brand visibility.
- Engagements: Likes, comments, shares, and clicks.
- Video views: For campaigns focused on storytelling.
- Traffic and conversions: Measures click-through to websites or apps.
Paid search emphasizes ROI metrics, while paid social focuses on visibility and engagement.
