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Are you hovering over your pay-per-click marketing CTR numbers daily, expecting them to change – maybe even go up? If so, you could be wasting your time.

It’s not that CTR isn’t important. Rather, it’s just that ROI is more important. After all, what difference does it make if your click-through rate is sky high if your conversion rate is below the floor? Return on investment is the measure of your success. It’s how much money you put in your pocket.

There are two ways to affect your ROI. Pay less or make more. Do both and you increase your ROI.

But the key is to do all the right things with the money that you do invest in PPC marketing. Simply writing ads and turning them on isn’t enough. You have to manage them, and that includes logging into your PPC accounts daily. There’s tweaking that needs to be done.

Bidding on your keywords is good, but are you bidding on keywords that you shouldn’t even be targeting? Prune your keyword list down to target only the most important keywords – the ones that will return a profit.

And something else that many PPC advertisers overlook is the value of a good landing page. Does your landing page need to be optimized? Are there elements on your page that don’t need to be there? If it isn’t closing sales from the traffic your ads are sending, then it isn’t doing its job and it’s costing you in terms of ROI. Optimize that landing page.

Instead of focusing on CTR, turn your eye toward ROI and improve your PPC marketing.

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