Calculating ROI is one of the basic tenets of PPC, and yet many advertisers don’t consider it or even understand it. A lot of advertisers perform campaign optimizations based solely on conversion rate or cost per conversion, choosing the ads and keywords with the best metric and calling it a day.
This might be sufficient if you’re collecting leads and not selling goods. You’ll probably end up with more leads in the end. But even if you’re just using PPC for lead generation, you should still calculate the return on your advertising investment.
So what are the different ways to calculate PPC ROI?
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