Chapter 3: How to Set Goals to Measure the Success of Your PPC Campaign

 

Everything You Need to Consider When Embarking on a PPC Campaign

Chapter 3: How to Set Goals to Measure the Success of Your PPC Campaign

 

Everything You Need to Consider When Embarking on a PPC Campaign

Goals & Measurement

 

We must establish goals to measure the success of our campaign. These should be directly tied to the stated objectives, as well as being measurable and achievable as business objectives may have more than one goal.

 

Building on the dentist example we may have the following goals:

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Awareness

 

– Increase the number of people that know about the dentists

 

  • Increase ad impressions
  • Increase number of pages and total pages per visit viewed on the website

Conversion

 

– Booked a check-up

 

  • Used special offer for free check-up

Engagement

 

– Increase number of people interested in using the dentist

 

  • View the location page
  • View the price page
  • Email newsletter sign up (on back of special to incentivise)
  • Social media follow (special offer to incentivise)
  • Read blog content

Retention

 

– Additional work and bi-yearly check-ups

 

  • View new booking page
  • Refer a friend (incentivised)
  • Click through from email newsletter
  • Click through from SMS

Google Analytics allows for page or engagement-based goals to measure your campaign performance. This is not so easy with awareness driving activities and as such you will want to measure advert impressions, ad clicks, and view-through conversions (conversions that happen after a user has seen but not clicked an advert).

 

It is important to track as many actions and goals as possible. This is what really drives understanding and insight from your analytics data. It is trivial to remove or disable goals if you feel there is too much going on, but by having as much engagement data as possible you will derive further insights regarding which campaigns are delivering the goods.

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