Setting Goals and questioning your Paid Search Performance
Data Analysis & Understanding - Looking Back
A key part of setting any goals for future campaigns is to look back and fully understand all the core KPIs for each digital marketing channel. Paid search is no different, in fact, there is usually so much data available for Paid Search the challenge is finding the data you really need to look at. During this blog post I'll show some of the core questions you should ask as part of this process so you can actively implement in your business.
The key is to keep it simple, use data you trust don"€™t over analyse, commit and get going.
Strategic PPC Questions
These questions are very top level, defining a basic understanding of the overall performance of Paid Search. Work with your marketing team / agency or directly with your analytics package to answer these 4 straightforward questions.
What did…
A Pay Per Click Auditing process
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Our commentary: With a lot of businesses using Google Adwords as a large part of their online marketing efforts I think its key to understand the ultimate metric (Sales!) and how to utilize tools to make this channel as affective as possible. Imran Farooq has created a guide to auditing your AdWords account to ensure you are maximising your Paid Search efforts.
Marketing implications: There cannot be a better time to audit your paid search efforts, with the summer months almost over and the next peak sales time only weeks away (dare I say the word... Christmas) it is well worth taking the time to step back from fine tuning your click-through rate and take a top level view on your account. Checkout the guide on the link before and be sure to keep any eye out for part 2, coming soon.
Recommended link:Auditing your…
