PPC Marketing Model
Successful online advertising requires ongoing work and optimisation to improve performance and results. Paid search, in particular, is a moving target with advertisers vying for the keywords and ad positions that deliver the goods. With so many variations refining your model, maximising output and reducing input is critical.
Developing a solid framework and foundation is crucial to the success of your campaigns. You must clearly outline the business objectives, goals, and audiences for each campaign. Where you have existing campaigns, you must revisit these concepts to ensure your ads are aligned with your business goals (and are delivering the goods).
The following model considers objectives, goals, audience, and targeting to ensure your PPC is based on a solid strategy with clear measures in place to analyse and improve as you go.