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
Everything You Need to Consider When Embarking on a PPC Campaign
Everything You Need to Consider When Embarking on a PPC Campaign
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:
– Increase the number of people that know about the dentists
– Booked a check-up
– Increase number of people interested in using the dentist
– Additional work and bi-yearly check-ups
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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