This month we are wrapping up our series on It Pays to Pay Per Click. So far, we’ve talked about how to make PPC marketing work for you through segmentation, ways to be consistent with your campaign, why you should invest in Pay Per Click (PPC) testing and how the right keywords can increase your business.
For the final piece of the Pay Per Click puzzle, I’d like to talk about the importance of tracking and analytics. You may have all the necessary elements in place for your pay per click campaigns, but if you aren’t utilizing the power of tracking, then your campaign will fail, sooner or later. If not tracked correctly and completely, your PPC initiatives will die. Without the proper tracking, you’re flying blind. Without the proper analytics in place, you could be burning through money without knowing whether or not your PPC marketing investments are upside down. Ultimately, by not managing your tracking correctly, you can easily become frustrated and disillusioned with your pay per click advertising efforts. Perhaps you can relate. No one likes spending money without a good return on their investment.
But with the proper tracking, PPC marketing has the potential to thrive beyond your wildest imagination.
Your PPC tracking should be in line with what you need to report on (metrics). Your metrics should in turn be based on your own business and marketing goals. What do you need to achieve? Perhaps you need more website visitors and leads. Or more e-commerce sales. If you are not sure what your goals are, should be, or don’t have any specifically in mind, you’re doing yourself and your business a disservice. Start by setting good goals.
After you report on your PPC campaign metrics, tie them back to your original goals. Was your campaign successful? Did it bring you your desired action? And, if not, then it’s time to adjust your campaign.
PPC-related tracking may sound confusing, but it really isn’t. And, it’s the only way to know for sure whether your campaign is meeting your needs as a company. Without the proper analytics/tracking, you’re really just throwing your pay per click campaign money away.
Now that all of the pieces of the PPC puzzle are in place, you should be able to see a clearer picture of how to create, maintain and profit from your PPC efforts.
Here’s to your PPC success! Let us know how we can help.