Managing a large marketing campaign in 2020 can feel overwhelming without the right team or agency behind you supporting your goals.
A great message, powerful visuals and strong branding are no longer enough.
Ask yourself if you are you converting the attention into high-quality leads? Do you have the tools to track the success of your campaign and maximize what's working and what's not?
As a marketing manager, one of your key responsibilities is to build a team that understands digital marketing and can use tools such as PPC to take your marketing to the next level.
We've put together a set of questions you can use to make sure your Pay Per Click campaigns are working for you, and that you are working with the right team or agency to help your digital marketing campaign succeed.
The Six Questions Every Marketing Manager Should Ask Of Their PPC Campaigns:
1. What are we measuring to make sure our campaigns are working?
It's very hard to know if you're succeeding if you haven't agreed on what success really looks like. You need to set realistic goals for your PPC and make sure that's what you are measuring. The most common Key Performance Indicators are a) the cost per action (CPA) which measures how much money you spent in order to get a potential customer to take a specific action. That action could be anything from signing up for a webinar to buying your product, as well as b) Cost Per Thousand Impressions(CPM) which is how much it costs to place your ads in front of 1000 people, this metric is important when you are doing brand awareness campaign and you want to reach as many users as possible with your given media budget c) the Click-Through Rate (CTR), which measures how often the people who see your ad end up clicking on it. This indicates, how appealing ad is to you target audience.
2. How often search term report is checked and target keywords updated?
The search terms report is a list of search terms that a significant number of people have used, and that resulted in your ad being shown. Depending on your keyword matching options, the search terms listed might be different than your keyword list. That is why, it is important to check it occasionally and exclude irrelevant keywords, that has triggered your ads and drained your budgets.
You need to make sure that you are paying for the keywords that are delivering results to your website and that your product or service is able to fulfill that need that people are looking for. If you are not aligned with your keywords, you're not going to stay profitable for very long.
3.What is campaign’s conversion rate (CR)?
Conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. Low conversion rate could be caused by several factors: wrong target audiences, keywords, misleading ads, poor landing page experience and is an alert for action to be taken.
4. Are the leads coming through good quality?
Getting lots of leads is great but its even better to get fewer leads which lead to real, lasting conversion and relationships. That's the traffic you really need. Make sure you're not being lulled into a false sense of accomplishment by high quantity and low quality leads.
5. When was my campaign last optimized?
Things change fast online. Your content needs to reflect that. Make sure you know how often your ads are being refreshed, how often they are being measured and that your digital marketing team is responding effectively to the data they are getting from AdWords.
6. What can we do to achieve better results?
This is a great final question to your team. It lets them know that you expect to see results from your digital marketing, but that you acknowledge they know better than you what needs to happen to get those results. You put the ball in their court, empower them and let them know that you're watching.
Most marketing people can set up a campaign and push it out onto social media. But that's not enough to grow a business organically. You need to be working with experienced professionals who understand the inner workings of paid search advertising and what it takes to succeed in today's digital economy.
If you would like to learn more about improving efficiency of your PPC campaigns, sigh up for our upcoming webinar.