Set Your PPC Goals
September 25th, 2009 by Laura
At the beginning of each month you should be taking time to set your pay per click goals. To many this may go without saying but you must never underestimate the importance of reviewing your core goals and objectives ongoing when running a PPC campaign. If there is no clear, definitive direction you may inadvertently end up wandering aimlessly away from your original goals.
At the start of each month you should evaluate where you stand with your PPC campaign and then look at where you would like to be. Don’t just think about these ideas, actually jot them down. By writing goals down you are much more likely to succeed in achieving those goals and will be more focused on tackling the steps required to get there.
You may decide that for a particular PPC campaign your main goal is to increase conversion rates. However you aware that you have no extra budget to pump into the campaign so you need to find ways to lower your cost-per-click and cost per conversion.
You then need to decide on the steps you are going to take to get there. One step may be to lower your bids slightly in the majority of ad groups to stretch the budget and generate an increase of clicks. Your second step may be to add a new landing page with copy that is much more benefit driven and display a free shipping offer. This should increase conversion rate and help stretch the budget further.
If you need help assessing your goals and achieving them, contact us at Click Consult.
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