Setting Realistic Ppc Objectives
Posted 11 December 2007 - 03:45 PM
I am been asked to prepare a PPC campaign for one of my client. I have no problem with the keyword research, structure and budget optimization, although I have more trouble setting up the campaign's objectives.
My question is this: how do you decide what should be the objectives behind a pay per click campaign? I presume the general idea is to achieve a higher volume of sales, but if the company is not selling its products from its website, how do you measure success? From the number of visitors and page impressions?
I hope my question make sense, and thanking you in advance for your sound answers.
Posted 20 December 2007 - 01:59 PM
If they're selling products on their website, the ROI has to be high enough to justify the ad spend.
If they're not selling on their website, what would they consider a conversion goal? An RFP? The visitor filling out a contact form? Hopefully it's a trackable goal like a form fillout or something like that and you could use analytics to determine a conversion rate from your ppc campaigns.
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