Without proper planning, you’ll end up wasting time and money.
Let’s review what you can track, what you should track, and what kind of results you should expect!
Once you have the fundamentals in place to get started with PPC and you know how much you should spend, it’s time to start thinking about how you’ll gauge success. Knowing upfront what you want to measure and how you’ll measure it is crucial to being able to track and analyze what matters most.
Without proper planning, you’ll end up wasting time and money. Let’s review what you can track, what you should track, and what kind of results you should expect!
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You took the steps to get your website in order before starting PPC and now comes the big question – “How much should I spend on PPC?”
This is one of the most common questions we hear when we talk to prospective clients. In fact, business owners and marketers struggle so much with this question that it can stall their marketing efforts before they’ve even launched their campaigns. Advertisers wrestle with the question of cost from a variety of different angles:
Paid search advertising (also known as PPC) allows you to put your products/services in front of consumers at the exact moment that they’re searching for them, which makes it an incredibly effective form of advertising. PPC is affordable, trackable, and customizable to help meet your business goals on any budget. Furthermore, its real-time flexibility allows advertisers to quickly respond to changing objectives and industry conditions. It’s the Rockstar of online marketing.
Any business of any size in any industry can benefit from using PPC… if it has the right elements in place. Fortunately, the foundational elements for PPC are sound business fundamentals as well. Therefore, prioritizing them will both lay the ground work for your paid search efforts, and strengthen your business overall. Want to know what your colleagues and competitors are reading? Great! We combed through our analytics and found the can’t miss posts from the last three years. Here’s a list of our most read blog posts across our most popular categories. Enjoy!
Ad extensions used to be the “special sauce” of an AdWords account. When they were newly released, industry leaders started using them to gain a competitive advantage over other advertisers that were slower to adopt this new option. The result was that even moderately okay-ish ad extensions could single-handedly increase engagement, conversions, and return on ad spend. It was as if overnight Google had handed out skip the line passes and some advertisers were using them to leapfrog competitors in ways that they’d only dreamed of before.
Fast forward to today and now ad extensions are simply expected to be a part of any coherent PPC strategy. Not using ad extensions feels a little bit like turning down an offer for free real estate – like someone knocked on your front door and offered to quadruple the size of your yard and you said no thank you because you didn’t want to maintain it. Essentially, using ad extensions these days isn’t going to give you a huge competitive advantage anymore, but not using them will certainly put you at a substantial disadvantage. That being said, let’s look at which ad extensions are going to the most beneficial for your business and how you go about setting them up! |
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