Whether managing PPC marketing yourself or hiring an agency, before you start spending money advertising on search engines, carefully consider what you are trying to achieve.
Of course everyone wants sales but unless you are running an e-commerce site where visitors can buy from you right then and there, you should ask yourself what you expect in return for your PPC marketing investment. Look at how you advertise today, consider what works and what doesn’t and then think about how can you carry a successful sales model into a place where you get to advertise directly to prospects who are already interested in what you are selling.
This question is important because without a goal, you cannot measure whether your PPC marketing investment is working for you. Over the years, I have created thousands of campaigns for customers and although the goals may be similar, they are never exactly the same for each campaign. Every business need is unique. Every marketing goal should be unique your business needs.
If you answered yes (don’t worry, everyone does) you are partly right, but you need more specificity. Lofty goals are great, but in the real world success more often comes from setting goals that are realistic, achievable and measurable. Are you capable of running a four minute mile? What about a marathon? Although most people could never run a four minute mile (the unrealistic goal), most people could finish a marathon if they were willing to make the investment in time, resources, dedication and perseverance. The same holds true for PPC marketing. Just like dedicating yourself to running a marathon, dedicate yourself to investing the time it takes to set goals, learn what works for your unique business and adjust your goals as you move ahead.
What is your goal when advertising? Is it to put your ad in front of people who are in your market and are in need of your services to pick up the phone and call you? What about setting a goal for the number of people you want calling or when you want them to call? Do you put a value on each call? Do you break it down by the type of service they are interested in?
Each business will have their own unique set of PPC goals. Some example search engine PPC goals are:
How to set PPC Marketing Goals | Find and Convert.
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