Did you know that PPC visitors are 50% more likely to purchase than organic visitors? Businesses can use PPC to increase brand awareness, drive site traffic, and increase revenue. In this post, we are going to discuss how to set the PPC campaign goals.
However, before you launch a PPC campaign, you must first define your PPC objectives. This blog post will walk you through the process of determining your paid search objectives.
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What are the objectives of PPC?
PPC goals are the objectives you set for your PPC campaigns in order to align them with the needs and overall objectives of your company.
Assume you’re new to the pet products industry. For the first three months, your company’s goal is to raise brand awareness. Your PPC objectives should be in line with your company’s goal of informing as many people as possible about your brand and products.
After a few months, your company can concentrate on increasing sales of specific products. Your paid search goals should also include generating leads and sales.
The significance of setting PPC Goals
To deliver results and maximize your return on investment, a PPC campaign requires strategic planning (ROI). Setting your paid search objectives is one of the first steps you must take. Setting PPC objectives allows you to:
- Keep track of the outcomes and progress of your campaigns.
- Analyze the performance and success of your campaigns.
- When necessary, make improvements to your campaigns.
How to Set PPC Campaign Goals
Determine your PPC objectives before beginning a PPC campaign. Here’s a step-by-step procedure:
- Determine your company’s requirements.
- Determine your short- and long-term objectives.
- Make sure your objectives are measurable.
- Assess your performance.
Let’s go over each one:
1. Determine your company’s requirements.
At this stage of PPC goal setting, you must understand why your company requires a PPC campaign and what results in you expect from your paid search campaigns. Make sure your PPC objectives are also in line with those of your company.
Let us demonstrate this with some PPC examples. Assume you’re new to the home improvement scene. There are many well-known business names in your area, and you want to rise to the top of the search results.
You need a PPC campaign because your company needs to be found by people looking for home improvement service providers. The goal of this paid campaign is to increase brand awareness.
A PPC campaign will benefit any business, old or new. Assume you’re a well-established automotive dealer who is introducing a new vehicle. With a large inventory, you want to sell it as soon as possible, so gather as many leads as possible.
To generate leads, inquiries, and test-drive appointments, your automotive dealership will require a PPC campaign. Your paid campaign should assist you in generating high-quality leads that will convert into sales.
2. Determine your short- and long-term goals.
PPC allows you to set goals for your campaigns based on the timeframe you prefer: weekly, monthly, quarterly, or annually.
Set short-term objectives to serve as benchmarks for your larger vision. Then, determine your long-term goals, which are the objectives that your campaigns should achieve.
Using our earlier example of an automotive dealer, your PPC goal is to increase your leads and sales in one year. Your short-term objective is to generate a certain number of leads in one month. Use this data as a baseline for your campaign’s performance in the coming months, and strive to improve.
Another short-term goal you can set is to improve the cost-per-lead (CPL) and cost-per-acquisition (CPA) of your ads month after month (MoM). Your long-term goal is to achieve the overall sales figure (within a target CPA, of course) that your PPC campaign should achieve in a year for your business.
3. Ensure that your goals are outcome-oriented.
Determine the output of your campaign after determining the timeframe of your PPC campaign’s goals. Your objectives should be centered on achieving results that will lead to business growth. Make sure your PPC objectives are SMART!
Will a goal of “generate 1,000 leads” help your company grow? Maybe not.
Try a goal that is specific, time-bound, and results-oriented, such as this one: By December 2022, we will have increased our MoM sales by 5% while decreasing our CPL by 2%.
4. Keep tracking your performance
It is critical in digital marketing to track and analyze the performance of your campaigns. Examine your PPC campaigns: Did they meet your objectives?
If they did, determine what factors contributed to your campaign’s success. If they did not, identify the obstacles and strategically plan your next campaigns based on what you learned from the previous ones.
There are three types of PPC campaign goals that you can set.
Following the identification of your business’s needs, you can select one of three types of PPC goals:
- Increase brand awareness
- Increase site traffic
- Increase your leads or sales.
Let’s go over each PPC goal:
Increase brand awareness
A display ad is the best type of PPC ad to use.
Tracking metrics include impressions, reach, and frequency.
If you want to raise brand awareness, focus on reaching a large target audience. Display ads on Google Display Network can help you showcase your products and services.
Craft your copy and create eye-catching advertisements to capture the attention of your prospects. You can use video and image formats, and you can choose which sites you want your ads to appear on.
Increase site traffic
PPC ad type recommendation: search ad
Metrics to monitor: Average time on page and click-through rate
If you want to drive traffic to your website, you must create compelling search ads that persuade searchers to click. Keyword research will assist you in determining which keywords to bid on and understanding the search intent behind the queries. To gauge the effectiveness of your ads, track their click-through rates (CTRs).
After your ad has persuaded a searcher to click, the content on your landing page should keep the visitor interested. Look at the landing page’s average time on page in Google Analytics to see if your website copy and content are engaging.
Increase your leads or sales.
PPC ad types to consider: Google Ad lead form extension, Search ad
Lead form submissions and CTR are two metrics to monitor.
Focus on conversions if your PPC goal is to generate more leads or increase sales. Consider running lead form extensions or search ads with Google Ads.
Keep an eye on your lead form submissions and CTR. To learn more about what your leads did after interacting with your ad, use Google Ads’ free PPC conversion tracking tool. Make sure your landing pages are optimized for conversion!
Digital Gorkhaa can help you kickstart your PPC campaign planning.
Do you want to set PPC goals but need some assistance? Not to worry, Digital Gorkhaa can assist. For our clients, our team has generated over $1 billion in revenue. We can assist you in achieving your goals.
Prem Rai
Prem Rai is a Digital Creator, Entrepreneur, and Online Marketing Consultant. I am helping people grow businesses DIGITALLY. My Digital Marketing experience includes SEO, PPC, Social Media, Website Conversion, Content Marketing, Email, Partnerships, and Affiliates. I have also recruited entire digital marketing teams, each member with their own expertise.