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How to Set Goals for Your PPC Campaign

13 Jan, 2015 McKell Naegle

As an agency, we work with dozens and dozens of clients. The most frustrating thing to encounter is a client who just doesn’t know what they want! Whether you’re dealing with PPC, email marketing, social media marketing, or traditional advertising, it is extremely important to identify your goals for the selected channel of advertising. Advertising can be very expensive! PPC campaigns can be super effective when done correctly, but if you are just throwing money at PPC because you learn at a conference or some blog post that PPC is the way of the future, then you might be in for a disappointing introduction to this particular channel of marketing.


The most common goals for effective PPC campaigns are the following:

  • Lead generation
  • Increase web purchases
  • Branding
  • Event or other sign-ups


Your goal should depend on what you hope to accomplish by driving traffic to your website. A PPC campaign could be a big investment. You should be able to complete the following sentence.

 “If I could just get more relevant traffic to my website, I would be able to achieve _______. That would be worth the investment in a PPC campaign”

 Do you know how you would answer that question? Great! If not, you probably are not ready to invest in a PPC campaign.

Different goals call for different strategies in managing PPC. For example, if your main goal is to get as many people as possible to see your brand and maybe visit your website, a display campaign would be a great option. Display campaigns have many more impressions and clicks are much cheaper than other campaigns. You might also consider utilizing Google’s access to YouTube and making a video campaign. Video campaigns are nice because you are only charged when someone watches your video for a specified length of time.

 Are you more interested in generating sales? If you are selling a physical product, setting up a shopping campaign combined with a retargeting campaign would likely prove most effective. Shopping campaigns allow users to see an image of your product in the Google search results, along with the price. Retargeting is a nice complement for any campaign, because clicks are cheaper than normal, and only people who have already visited your site will see the ads.

 There are many different strategies that can be applied to achieve your specific goals. PPC campaigns can be very effective and powerful for growing your business, but make sure your plans are thought out and executed well. Hiring a professional agency such as Fluid is one way to make sure that your goals will be achieved and your campaigns will be effective.


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