There has been a lot of talk these days about the importance of setting goals and measuring outcomes in PPC. Many professionals discuss these ideas abstractly as sales, leads, visitors, and branding or identity goals. Although the words sound clear, in truth, they probably mean nothing at all to most people. So how do we go from sales to measurable results in PPC?
Perhaps the answer occurs with some basic steps:
Have a sale on a particular product or service
Differentiate your product with increased levels of service
Take phone calls specific to that sale item—Hotline! Live Support, Dedicated 1-800 Number.
Make additional product information, tips and guides available to customers.
Use questionnaires to get feedback about your customers’ interests and things that they like to do.
Hold contests to provide customers with rewards for the things that they enjoy
Think of an advertising budget as a percentage of sales.
Dedicate a percentage of sales to gaining customers as they explore the sales cycle since customers may buy later following broad searches.
Clearly explain the nature of your business, and why you are in business, and how you can help customers to solve a problem.
Support causes that mean something to your customers and your business.
Make your company logo visible online, using images that communicate your message, and broadcast those images throughout the website.
In the PPC campaign, the plan might unfold as follows:
If this simple email helped you to think about your business a little differently, then I’d love to hear from you.
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