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How to Measure the ROI of an Adwords Video PPC Campaign

How to Measure the ROI of an Adwords Video PPC Campaign

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Posted on 11-14-2012


How you measure the ROI of a video ad depends largely on the goals driving a marketing campaign. ROI is a measurement of the profitable return of a marketing method against the cost of marketing. Measuring viewing times and average CPV of a video ad can help you determine whether your ad is too long or if it is engaging. An Adwords video ad ROI is largely influenced by viewer interest and CPV.

Let’s look at an example of a PPC video campaign’s metrics:



Rather than measuring the Cost-Per-Click (CPC), video ad metrics focus on Cost-Per-View (CPV). The CPV is determined as the average cost to you every time someone views your ad. This is calculated by dividing the total cost of the ad by the number of views.

Length of View

You can also track how much of the video was viewed by each viewer. This information is helpful as you refine and recalibrate the video ad for your dental practice. For example, if you find that more than 50% of viewers watched less than half of your video, your video may be too long or the content may not engage the viewer.

Social Engagement

There are several other ways to measure the ROI of your dental video campaign that are not necessarily monetarily based. For instance, you can measure the social engagement or conversations of your dental practice’s brand. Measuring this reach can provide valuable information as you track current and potential patients in your local area recommending your video to their social connections.

When analyzing the success of your video ad, be sure to take all of these various metrics into consideration. Use A/B testing in your marketing campaign regardless of whether it is PPC ad copy or Adwords Video PPC. By examining all these angles, you can gain insight into what your audience finds engaging and you will be able to improve the ROI of your practice’s video ad campaign.

If you have questions about Video PPC ad campaigns, or would like DentalMatrix to manage your Video PPC, call us at 1-800-IMATRIX today.

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