4 Ways to Take Your Pay-Per-Click Campaign from OK to Incredible
Search engine marketing can often wreak havoc on our nerves while we anticipate each fateful click. The fruits of your creative genius are prepared for launch into the digital marketplace, but how do you know they’ll be received? Here are four ways to ensure a successful PPC campaign.
Define Your KPIs & Set Realistic Benchmarks
Key performance indicators (KPIs) measure actions that gain leads, such as cost-per-click, cost-per-call, cost-per-conversion, click-through-rate (CTR) or keyword performance. Setting specific, measurable KPIs will help set realistic campaign performance standards, diagnose any issues, and give insight into successful changes. For example, if you know how much it costs to acquire a new customer, you can use this to determine your target cost-per-lead. Be sure to consider seasonal trends when setting KPIs.
Audit Your Ads & Keywords
No matter how brilliant your campaign is, the only way to generate concrete leads is with compelling ad copy and appropriate keywords. Review your search term reports often to assess which keywords can be added or removed to attract your target audience. Although a keyword may look like it’s performing well, it could be driving irrelevant traffic to your site. Additionally, your ads must always contain updated, effective copy to maintain valuable clicks and conversions.
Track Your Conversions
Traffic-based metrics can provide a general overview of how your campaign is doing, but a low cost-per- click or a high CTR doesn’t matter if you’re not generating ROI. Tracking leads and conversions is crucial when it comes to evaluating your campaign’s overall performance.
Follow Up On Your Leads
Your campaign can help generate and capture leads, but it’s up to you to turn them into customers. Using an automated lead management system is an effective way to avoid missed opportunities and wasted funds. Once such quality system is ReachEdge, which happens to be available through us.
Knowing how to set goals and measurements will lead to a profitable digital marketing strategy. Contact us to launch your campaign today.