• Nicole T.

How to Establish Targets for your Firm’s PPC Campaign


Executing a PPC (pay-per-click) initiative is an effective way to gain new leads and improve your brand’s web presence. A successful program can increase your ROI (return on investment) by more than 50%. A winning PPC campaign needs smart strategic planning and research. You should follow your methods consistently to achieve your goals. In this essay, we’ll give you useful tips on how to manage your business’s Google Ads program.


Importance of Setting PPC Goals


Similar to SEO (search engine optimization) and other tactics for digital marketing, it is essential to set achievable goals when starting a PPC initiative. This helps decide your project workflow and strategy. You should be clearly aware of your objectives so you can effectively measure success and monitor your progress.

Before launching a PPC campaign, spend some time to analyze your business objectives. This can assist you to identify the specific targets designed for your paid advertising budget and plans.


Ask questions such as:

  • What is the objective of our paid ads campaign?

  • What metrics are important for our business?

  • What are the possible outcomes?

  • Does our business use leads to work from?

The answers to these questions can help you define your goals clearly and make the correct decisions when assessing your process.



How to Establish Targets for Your Firm’s PPC Initiatives


Analyze Your Business Requirements

You should consider your business requirements to set targets for your firm’s PPC programs. What goals do you wish to accomplish from paid search advertising? Why should your company implement a PPC strategy? The answers to these queries can guide to create an effective PPC program that is in alignment with your company’s marketing objectives.


Define Challenging and Achievable Targets

Set realistic, specific, and clear PPC objectives. Your targets should challenge you and may need complex processes to accomplish. There’s no point in setting easy goals. Challenging targets will inspire your team and you to give your best. This is achievable with data-driven solutions and strategic planning.


Set Long-Term and Short-Term Objectives

PPC allows you to set targets for any period of time. They could be annual, quarterly, monthly, bi-weekly, or weekly – depending on your campaigns’ scope. Ideally, you should set targets for these timeframes for your PPC initiatives. Short-term objectives produce benchmarks for top-level accounts or broader scope. Long-term targets help to measure your PPC strategy’s overall performance.


While establishing objectives for your business’s PPC campaigns, you should consider similar timeframes that facilitate parallel comparisons as it would enable you to easily measure your program’s performance.


Focus on Your Campaign’s Results

If your goal is to add 300 keywords to your account, you may need a rethink about it. It is important for your goals to focus on your campaign’s output and not input. You should concentrate on the outcomes, and not the strategies to achieve your goals. This common error is made by some digital marketers and companies.


Instead, you should set a specific goal like increasing sales by 4% in January 2021 over the previous month, and decreasing CPA (cost-per-acquisition) by 1%. After setting specific goals, you can focus on identifying the best strategies to achieve them.


Set Stretch and Baseline Targets

Establishing goal tiers can help to guide your PPC program. It can also motivate your team to achieve more. The baseline objective is a success threshold and the stretch targets serve as overwhelming goals.


Assess Goal Performance

It is vital for digital marketers to analyze goal performance. You shouldn’t just concentrate on reaching the target. You should also understand how or why you accomplished the results. This also applies to goals you didn’t achieve. Learn about the reasons and mull over how to fix them. It is essential to learn as you go and improve your PPC campaigns over time.


Common PPC Objectives: Select The Best One For Your Firm


PPC Objective #1: Increase Website Traffic

Recommended strategy: Concentrate on CTR (click-through-rate)


It is easy to quantify your PPC’s campaigns’ results as you just need to know the number of impressions and clicks received by your ads. You can set a goal for the number of weekly or daily impressions you wish to get. Measure brand awareness by analyzing the CTR, which tells you the engagement volume for your existing adverts.


You need to create powerful and compelling ads to boost your website traffic. Perform detailed keyword researches and focus on your strategies for content marketing. An impactful paid search advertisement needs relevant and high-quality content.


PPC Objective #2: Boost Leads or Sales

Recommended strategy: Improve conversion

To produce more leads or sales, you should focus on enhancing your conversion rate. Use tools for tracking PPC conversions and analyze the data. Then, utilize the PPC audit results to update and improve your campaign strategies. For instance, if you find that a specific keyword is delivering more number of conversions compared to other keywords in the same category, you should allot more funds to that winning keyword.


Use the following tactics to boost your conversion rate:

  • Give priority to converting keywords - Your bidding plan needs thorough keyword research. You should focus on bidding more on keywords that convert. Check the keyword locations and evaluate different tiered bidding tactics.

  • Track the negatives - Reanalyze your CTR. Mark non-converting keywords as negatives. Ensure to monitor your PPC program consistently.

  • Continuously improve your website’s landing pages - An optimized landing page can increase the number of conversions. PPC experts advise that you should create unique, compelling, and creative landing pages. Keep them captivating, neat, and simple. In addition, develop landing pages to convert Adwords leads.


PPC Objective #3: Boost Brand Presence And Awareness

Recommended strategy: Make use of remarketing and display network


To boost brand awareness, you should focus on reaching a bigger target audience and engaging them positively. PPC experts advise introducing promotions or showcasing your top products to increase the number of impressions.


To achieve this goal, you should utilize the Google Display Network. Introduce creative display programs and find relevant platforms to share them. In addition, you should avoid boring text adverts and craft creative ad formats that are media-rich such as images and videos. If you have a limited budget, use placement targeting to get more exposure. Analyze metrics like frequency, reach, and impressions to easily measure your progress.



Wrap Up


Though goals may be similar, each company is unique and therefore needs specific KPIs (key performance indicators) and strategies to concentrate on. Think about your business requirements and needs, and set appropriate goals for your PPC campaign. You should establish a well-defined process to save time, effort, and money. Evaluate your goals and targets before you hire a PPC firm.

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