The Process of Setting Crystal Clear PPC Goals

The Process of Setting Crystal Clear PPC Goals

Aligning creative and paid media for better performance

For developing successful advertising campaigns, collaboration between creative and paid media is needed and should be a priority. It is the key in advertising-heck, in all aspects of marketing. Teams need to form a collaborative strategy that kicks off with mutual goals. Establishing shared goals centre strategy, and keeping the team accountable during the move through each phase of the campaign.  

Shared goals: Brainstorming & strategy, and content & messaging gap analysis

For better working together, set goals that would be shared in order to centralized strategy and keep the team accountable while moving through the phases of campaigns. Individuals should be given the opportunity to express their ideas and provide feedback, showing up to the table with a wealth of knowledge, experience, and ideas. To fulfil customers' needs, content analysis requires research. Pinpointing gaps in messaging left by the industry provides an opportunity to appeal to the audience's underserved pain points.

Understanding Target Audience

The right audience-meaning prospects, aids in most likely products or services purchasing. Finding a software developer of corporate leaders as a primary buyer is not the only step in achieving the goal. To get into the specifics of what makes ideal customer personas work, a lot of study is needed. Some of the strategies that can be used for aligning media and creative to target specific audiences.

Persona mapping

Establishing customer personas aids in understanding the target audience and how to develop campaigns that best resonate with the audience. It provides insights into the audience’s roles, values, responsibilities, goals, and other crucial factors that are responsible for motivating their buying behaviour. By developing messaging that speaks to each audience helps brands can help provide solutions to fulfil their needs.

Buyer journey and sales cycle mapping

Establishing a buyer journey map helps in strategizing on how to align messaging that fulfils the needs of the audience throughout each phase. Identifying the sales cycle helps the paid media team to determine the cadence of advertising delivery. After creating a buyers journey map, plan how to match the message to the audience’s demands at every stage. Determining the Cadence of advertising distribution can assist the paid media team in figuring out how a prospect is progressing through the sales cycle.

Following are some of the processes for setting PPC goals so that media buyers align paid campaigns from business models to sales bottlenecks. Make sure that the foundation is laid before building a single campaign by gathering information about the client's journey, who their ideal customers are, and proper conversation.

1. Understanding the business model
2. Match Goals To Client Priorities
3. Set Comprehensive And Specific Goals
4. Employ Active Listening During Conversations
5. Ask Probing, Leading Questions To Reveal The Full Picture

1. Understanding the Business Model

Business goals and objectives are important for a company’s success, creating a roadmap to help identify and manage risk, gain employee buy-in, boost team performance, and execute strategy. Most Google Ads clients split into two business models as per financial aspects: those that sell products at face value and those that want leads who convert at a later date, typically through an offline interaction. A business model describes what an organization does to make a profit, and a company should have a stronger direction on how it wants to operate and what its financial future appears to be.

2. Match Goals To Client Priorities

Understanding what actually matters to the client before optimizing a single keyword is the thing that defines the campaign's success. At the core of effective PPC management lies in need to understand how your clients make money.

PPC reporting refers to the process of showing clients how their paid campaigns perform across ad platforms such as Google Ads and Microsoft Ads. For clients, understanding what constitutes success in PPC helps set clear expectations and fosters a more collaborative relationship with PPC specialists. This guide outlines the key components of a successful PPC campaign from a client’s perspective, focusing on goal alignment, audience targeting, and continuous optimisation. By collaborating with PPC professionals, clients can ensure their campaigns are strategically tailored to achieve their specific business objectives.

3.Set Comprehensive and Specific Goals

It includes setting realistic goals that balance client desires with what we know is possible.  

Ecommerce

• Look at the numbers behind the numbers
• Understand margins at the SKU or category level
• Factor in blended performance
• Set realistic ROAS targets
• Clarify the business objective behind the spend

Lead Generation

• Map the full conversion journey
• Quantify the value of a lead
• Use the funnel to set a target CPA
• Control anything we can post-click

4. Employ Active Listening During Conversations

Active listening is the only way to avoid misalignment and really build trust. It should include-

• Picking up on how the client talks about their sales process, not just the form submission
• Hearing concerns about inventory issues before pushing hard on a best-seller
• Noticing when a CEO cares more about market visibility than ROAS

5. Ask Probing, Leading Questions To Reveal The Full Picture

The questions business direction, finance & economics, lead quality & sales process, and bottlenecks & internal dynamics aid in getting the real motivation behind their desire to spend on paid search, as well as allow for spotting red flags that might indicate a difficult client. Learning about a prospect’s needs, wants, budgets, and goals keys sales reps to the best tactics to guide their prospects toward buying. Probing questions for sales illuminate the best pathway toward a purchase