By Gregory Smyth
Pay-per-click (PPC) campaigns are too commonly regarded as “easy-peasy” search engine advertising, usually because companies attempt to do it themselves without professional assistance and proper goal setting. Due to that, PPC has sometimes not gotten the credit it deserves. Properly designed PPC campaigns, though, can be among the most powerful revenue drivers in an electronic marketing plan. The technology is sophisticated, but to achieve the best return on investment, you must start with time-tested marketing methods.
The Importance of Goal setting in Pay-per-click Advertising
Specific measurable goals are the key to PPC success. Without them, one will see results but not be able to quantify them. At the beginning of a campaign, make sure to set definite targets like:
- Boosting website traffic by a certain percentage
- Sending traffic to a specific page or holiday special (for instance, Valentine’s Day offers)
- Boosting online sales by a certain amount
- Growing search engine or specific audience segment traffic
- Extending your customer base to a new demographic
Every goal should begin with a number, a percentage, and a time frame. And so, achieving 20% growth in conversions within three months. Baselines of performance and progress could be measured through analytics tools such as Google Analytics 4, Amplitude, Segment, or Tealium. Alignment with professional consultants ensures that your goals are realistic and achievable.
Establishing Your Product’s True Value in PPC Campaigns
Another success ingredient is clarity on how you describe and define your product or service. PPC ads have little room for characters in descriptions and headlines, so the message needs to stand above product features and deliver real benefits.
For example, Wonderbra sells not only underwear. It sells confidence. A yard gardener does not simply redesign a backyard. They establish a place of calm and tranquility. Your PPC campaign needs to convey benefits that are emotionally appealing to your prospects. Online marketers and advertising professionals can assist in honing this positioning so that it resonates and reflects with current and prospective clients.
Budgeting for Success in PPC Campaign Management
Budgeting is another critical step and must occur side by side with goal setting. Budgeting assists in determining what type of results could be achieved. Testing at the initial stages proves beneficial to establish costs and performance levels. Experts in digital marketing can provide insight into what could be achieved at varying levels of budget, so campaigns can remain profitable.
