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How to set goals specific to PPC efforts?
All my clients are in the ecommerce space. The issue we’re running into is clients refusing to provide goals specific to our advertising efforts.
The client shares their total monthly sales goal and ad budget, but fails to provide anything else than that. It seems in general the clients don’t want to provide a traffic goal, ROAS goal, CPC goal, etc. I’m not sure if it’s because they need an agency scapegoat if things go poorly or they just can’t provide it for some other reason.
How do you recommend goals specifically for PPC efforts if the clients refuse to agree to any target metrics for tracking along and reporting in meetings?
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3 Replies
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Traffic and CPCs are not goals or KPIs. Beyond maybe not taking on the client. Find out what their profit margin is and at least you know what breakeven looks like. Then you can be profitable with ads and hit their sales goal.
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It’s an e-commerce business, ultimately their life blood is sales and new customers so figure out how to get them more sales and more customers. Not having any media KPIs can be good in the sense that you don’t have anything constraining you. The worst clients imo are the ones that try to micro-manage and give too many constraints like how much to pay per click, specific sales at a certain ROAS etc….
Just assume you owned the business. What would you want to know?
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To produce results and maximise your return on investment, a PPC campaign needs smart planning (ROI). Setting your paid search objectives is one of the first things you need to do. Setting PPC targets will enable you to:
1. Identify the demands of your company.
You must understand the purpose of a PPC campaign for your company and the outcomes you hope to get from sponsored search advertising at this stage of defining PPC goals. Ensure that your PPC objectives are in line with those of your company as well.
Let’s demonstrate this with various PPC samples. Let’s say you’re fresh to the home improvement sector. You want to rise to the top of the search results despite the fact that there are many well-known businesses in your area.
2. Define your short-term and long-term objectives.
Depending on your campaigns, PPC enables you to define targets for your desired duration, such as weekly, monthly, quarterly, or annually.
Establish immediate objectives as standards for your longer-term objectives. Then, decide on your long-term objectives, or the targets that your campaigns should aim to achieve.
Your PPC objective, using the earlier example of the auto dealer, is to boost leads and sales within a year. To generate a specific quantity of leads within a month is your short-term objective. Utilize this data as a baseline for your campaign’s performance during the ensuing months and make improvements based on it.
3. Ensure that your objectives are results-driven.
Determine the campaign’s output after deciding on the duration of your PPC targets. Your objectives should be centred on outcomes that encourage corporate expansion. Ensure that your PPC objectives are SMART!
Will setting a target to “create 1,000 leads” help your business expand? Maybe not.
Try setting a goal that is specific, time-limited, and results-driven, such as this one: By December 2022, we will boost sales MoM by 5% and lower our CPL by 2%.
4. Monitor your effectiveness
Tracking and evaluating the effectiveness of your efforts is essential in digital marketing. Examine your PPC campaigns to see if they achieved your objectives.
If so, pinpoint the factors that made your campaign successful. If they didn’t, identify the difficulties and carefully plan your upcoming efforts using the knowledge you gained from your earlier ones.
increase website traffic
5. The search ad PPC ad type is advised.
Create persuading search ads that get searchers to click on them if you want to drive traffic to your website. You can find the terms you wish to bid on and learn about the inquiries’ search intentions by conducting keyword research. To gauge user interaction with your advertising, you should monitor their CTRs.
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