ROI or return on investment compares your profit gains against advertising costs. Specific goals of your marketing campaign must be set up in order to measure the ROI of your video ad. Tracking viewing times and the average CPV (costs-per-view) will help you consistently improve your content. It can also be a helpful metric to determine whether your commercial is too long. The viewer’s interest plus the average CPV will influence the ROI of your AdWord video for your chiropractic practice.
Here is an example of metrics for a PPC video campaign:
The metrics for a PPC video campaign show that rather than calculating the CPC (cost-per-click), video ads track the average CPV. This is determined by the average amount paid each time someone views your ad and is calculated by dividing the total cost of your ad by the number of views.
The metrics also show how much of the video has been played by the total number of views. This will give you a better idea going forward of the direction your video ad should take for you chiropractic practice. For example, if over half of your viewers stop watching your video less than halfway through, this may mean your video is too long or your content is not engaging enough for your audience.
There are several ways to measure the ROI of your video campaign and some are not measured by a dollar figure alone. Another way to gauge ROI success includes social interactions. If your video is shared by a chiropractic patient (current or potential) in your area and they recommend it to their social circle, then this engagement and reach to your target audience can hold just as much value as a dollar figure.
When you monitor your metrics, make sure to take all aspects of your video campaign into consideration. A/B test your marketing campaign whether it includes PPC ad copy or AdWords Video PPC. This will help provide insight to if and how your audience is engaging with your content. It will then provide a better ROI for your chiropractic practice’s campaign.
Questions about setting up your own Video PPC ad campaign? Contact ChiroMatrix today at 1-800-IMATRIX to manage your video PPC.