PPC ads: landing page vs website page ... other metrics to consider?

[SteveMauldin]

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)

[SteveMauldin]

Thanks Thomas. I'll check these.

[ThomasHarvey]

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