PPC ads: landing page vs website page ... other metrics to consider?
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I run 3 PPC ads in Chinese language on Baidu, of which one landing page consistently ranks around 5th amongst 80+ other English website pages. So, when our site was recently developed for Chinese language, I redirected the ads to the relevant Chinese website pages for a month to see which would attract more visitors (Chinese landing pages vs Chinese website). I haven't fully analysed the results yet, but what other metrics should I consider than just the volume of visitors?
Landing page
https://www.mogas.com/en-us/ppc-ads/mogas-球阀
https://www.mogas.com/en-us/ball-valves (in English)Website page
https://www.mogas.com/zh-cn/产品
https://www.mogas.com/en-us/products (in English) -
Thanks Thomas. I'll check these.
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I haven't had time to look into your site, however I would look into:
- Bounce Rate
- Conversion Rate
- Goal Rate (can't think of the phrase, amount of goals completed per session through your campaigns)
- Quality Score (I presume Baidu has something like this?)
- Cost Per Click
- Clickthrough Rate
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