Post #2 of our Google Ads series concentrated on Campaign Planning. This third instalment moves our journey along to…
Stage 3: Campaign Set-up & Targets
Google – and Bing’s – roster of ad types offers advertisers opportunities to create highly targeted, cost-effective and measurable ads.
We discussed last time that these can range from relatively simple text-led Search Ads all the way to Video Ads: those media-rich movers and shakers we encounter on YouTube and all across the online landscape.
Different ad types are suited to different campaigns, budgets, audiences and objectives. But one thing uniting all of Google’s, and Bing’s, ad stable is the need for a solid campaign set-up stage. This is where time is devoted to a more detailed examination of the marketing objectives we encountered at the Campaign Planning stage. This set-up stage greatly influences ROI, so for an effective (and cost-effective) campaign, it’s time well spent.
Unlocking Key Performance Indicators
At Hookson, our tailored, thorough Campaign Set-up activities are guided by KPIs – Key Performance Indicators. At the outset of your campaign – and all of the information in our series applies to both Google and Bing ads – it’s crucial to agree on KPIs that invite and stand up to monitoring, analysis and scrutiny.
To begin with, your KPIs should be:
- Realistic – You know your market, your customers and sector. So you know what constitutes aiming too high (you can build Rome – but not by next Tuesday) – or too low.
- Measurable – Fortunately, both Google Analytics and Bing Webmaster offer a dashboard-ful of analytical tools to help you keep tabs on all the major metrics. Third-party analysis tools abound too, of course. These include SE Ranking, Woopra and Gauges. A quick search will bring up lots of others too.
Agreeing on KPIs that invite and stand up to monitoring, analysis and scrutiny is crucial for campaign success
KPIs vary from organisation to organisation, campaign to campaign, however tried and trusted metrics include:
Spend and Cost Per Click (CPC) – translation: your budget, and how many clicks this is likely to deliver
Target Conversions – you’ve agreed on what action – a call directly from your ad, for example – you want your clickers to take. This stage is about working out the ideal number of conversions you’re looking for.
Target Cost Per Acquisition – here, you’re analysing the spend it took to snag that all-important conversion
As well as these major KPIs, it’s a snap also to drill into indicators like Quality Score, number of impressions and average position.