A Simple Goal-Setting Guide for Your
Pay per click marketing is one of the most results-driven online marketing tactics and
due to this inherent nature, the absence of PPC objectives when running ad
campaigns is utterly unacceptable. However, goal setting is not that easy for
everyone and with marketers wanting to achieve a lot of things at the same time,
establishing clear targets may not be a walk in the park.
If you’re about to roll out a PPC campaign and other related marketing executions
such as conversion optimization services, and you are feeling lost in terms of
establishing goals, here’s a simple checklist to guide you.
Set Goals that Are Feasible, But Not Too Easy
Pay per click marketing is an inherently competitive and potentially challenging
practice, so don’t shoot for goals that are as easy as taking candy from a child. It
should be challenging enough to inspire, but not next to impossible that failure is
imminent. PPC marketing should push your envelope, but not to the point that it’s
too far out it’s impossible to achieve.
Have a Balance Mix of Short Term and Long Term Goals
Putting together a list of short term and long term goals is best practice. Having short
term goals will actually give you an opportunity to identify executional challenges
and set benchmarks for your long term objectives. Just be sure to set specific
timelines and timeframes. For example, you can’t just say one month, because it
creates the confusion between a 30-day execution versus a 31-day campaign (even
28 or 29 in the case of February).
Be Outcome-Centric, Not Tactic-Obsessed
There are marketers who set PPC goals in terms of the adjustments in execution they
are eyeing to do. For instance, increasing bids by 40% is not a PPC goal. If you’re into
conversion optimization services, an example of a goal is “increase cart
abandonment rate by 50%.” Depending on your goal, you recalibrate your tactics.
Create Goal Layers
Good job if you were able to increase sales by 20% through pay per click marketing,
but even better if you boost sales performance by 30%. By creating these levels, you
can motivate your team much better.
Thoroughly Assess Historical Data to Create Benchmarks
If you’ve been doing pay per click marketing before, do not start from scratch. It’s
not about starting a new era. It’s about looking at historical data of how previous
campaigns fanned out and using this information to set benchmarks for your current
campaigns. And this should be a continuous process. You would want to create a
dashboard of your pay per click marketing performance week on week, month on
month and year on year.
When benchmarking based on timelines, be wary of the seasons. This basically
means that there are just months or weeks that you would perform better because
of the overall market conditions. For example, it would be unfair to compare the
performance of your conversion optimization services during Thanksgiving week
versus a “normal week.” Why? Because Thanksgiving, more specifically Black Friday
and Cyber Monday, are shopping peaks and naturally, you would get more sales
during this period.
Author is working as an Internet Marketing professional in an SEO company LA, Los
Angeles. He likes to write informative articles on various topics related to Internet
Marketing. Through this article, he wants to share his knowledge with people who
are about to hire a PPC marketing agency for their businesses.