PPC strategy: Planning beyond the click
Your paid search campaign may be getting a lot of clicks, but are you really making the most of them? Columnist Amanda Evans discusses how to succeed by focusing on the post-click experience.
Google AdWords, Bing Ads and other paid media platforms are attractive channels to reach a targeted audience, foster brand awareness and increase revenue. Far too often, however, we find that regardless of how successful a campaign is at the top of the funnel, what happens beyond the click is paramount to the success of any pay-per-click (PPC) campaign.
When working with an industry professional, the first question that is almost always asked is, “What are your goals?” However, it goes far beyond that. When defining the call to action (CTA) for the campaign, it is important to understand where that action leads, the touch points for the client once they follow through on the CTA, how that user will be nurtured through the funnel, and the lifetime value of that lead.
Not only is this important in creating a successful campaign, this is equally as important in determining your return on ad spend.
Campaign success is not always defined by top-level metrics
Click-through rates may be optimal, conversion rates may be off the charts and cost per click may be low; these top-level metrics are great to achieve, but they do not tell the whole story. If the lead is sent to an unresponsive call center, gets added to an email list that never gets utilized or is presented with a product that is not available, what is the true value of that lead?
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