In today’s digital advertising landscape, it’s easy for PPC specialists to get lost in the details and lose sight of the big picture. While metrics like click-through rates and search impression share are important, they are not the ultimate measure of success. Instead, it is crucial to align PPC campaigns with the overall business objectives. In this article, we will explore five effective strategies for ensuring that your PPC campaigns are in line with your business goals.
The first strategy is to align your PPC goals with the overall business goals. Often, agencies promise to improve campaign performance without fully understanding how the client defines performance. It is important to have clear conversations with the client about their objectives and ensure that they are documented and recorded for future reference. This will provide context for campaign goals, bidding strategies, and account structure.
The second strategy is to conduct channel and audience research. Once the business priorities and sub-priorities are identified, it is important to match them with the right PPC opportunities. Research your target audience and identify the channels that will produce the best results based on each priority. Budget and available resources will also play a role in determining which channels to invest in.
The third strategy is to develop an enhanced measurement strategy. It is important to track and measure the success of each objective. This includes setting up revenue tracking for optimization and measurement, tracking new user acquisition in both the sales platform and search ads, and implementing basket-level data tracking to measure average order value. Brand awareness can be more difficult to track, so it is important to have discussions with the client to determine the best measurement strategy.
The fourth strategy is to ensure that reporting reflects the agreed-upon goals and objectives. Reports should be transparent and easy to understand for all stakeholders, including CEOs, CFOs, and members of the marketing team. A real-time dashboard is ideal, as it allows stakeholders to access reports from any time period without needing frequent email requests for specific data. The dashboard should clearly state the specific goals and where each campaign stands in the sales funnel.
The fifth and final strategy is to establish consistent and structured communication. This includes monthly report check-ins, regular communications with the client’s marketing team, and quarterly and annual reviews. It is important to involve finance, sales, and other leadership stakeholders in these meetings to discuss the overall strategy and ensure that everyone is aligned. Regularly reaffirming objectives and strategies will help keep everyone updated and prevent any surprises during annual reviews.
By following these strategies, you can ensure that your PPC campaigns are aligned with your business objectives. Clear communication, thorough research, and effective measurement strategies are key to success in the ever-changing world of online advertising. Remember, as market conditions shift, it is important to be flexible and adapt your campaign approach accordingly. With the right approach, you can achieve your business goals and drive success with your PPC campaigns.
