Chapter 2: How to Set Clear and Achievable Objectives for Your PPC Strategy

 

Everything You Need to Consider When Embarking on a PPC Campaign

Chapter 2: How to Set Clear and Achievable Objectives for Your PPC Strategy

 

Everything You Need to Consider When Embarking on a PPC Campaign

Objectives

 

We must first clearly outline our objectives. This first step is where most campaigns fail before they are even off the digital starting blocks. We must clearly identify our objectives for the campaign and tie the campaign objectives to business objectives.

 

Example objectives include:

 

  • Raising awareness of the business with the local audience
  • Selling a product or service to new customers
  • Selling a product or service to existing customers

 

This will need to be tailored to your specific business and you may be more focused on leads than sales. However, the idea is the same and you will want to map your objectives to a typical marketing funnel:

PPC Strategy Guide

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Awareness

Build an audience for your product, service, or business

Engagement

Educate your audience with regards to your offering

Conversions

Generate sales or leads for your product, service, or business

Retention

Keep existing customers happy and create upsell opportunities

A campaign may use one or more of these approaches and you may be looking to drive prospects from initial awareness and engagement through to conversion. We will then likely want to tap into these happy customers to drive advocacy and look for potential to sell other products and services from our portfolio.

Consider the following example for a newly opened dentist surgery:

Awareness – Increase the number of people that know about the dentists

Engagement – Increase the number of people that are interested in using the dentist

Conversions – Booked a check-up

Retention – Additional work and bi-yearly check-ups

Given that this is a new dentist surgery, the initial part of the campaign should focus on awareness and engagement. We would also look to set up conversion and retention (follow-ups) goals, but our main objective is to build an audience.

 

This is important as our goals determine how we measure success. If we are looking to build an audience then we are looking at ad impressions, total clicks, pages viewed, time on site etc. We would also hope that improvements here feed directly into conversion-related goals so we can demonstrate that increased awareness and engagement leads to an increase in appointments booked.

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If you have any questions or would like some advice, please drop us an email via the link below. We offer a free 30-minute consultation in which we analyse your requirements and provide you with a strategy to get started.

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