Set Advertising Goals!
Without Ad Goals PPC ROI Cannot Be Determined So
Set Advertising Goals
You want to achieve something with your ads, right? How will you know if you achieve it? What determines ad success? What is… an Advertising Goal?
PPC and CPA (cost per acquisition) are profit models. With any particular campaign I want to work with a merchant affiliate manager that understands something… ‘Our Adspend’ means advertising goal profits for me and them… especially for them.
The Top 3 Advertising Goals:
Generate Sales
Increase Traffic to Site
Promote Company Brand Awareness
But what tools are available for setting ad goals?
What are the methods of tracking and knowing instead of guessing?
While it’s nice to let some merchant affiliate managers or affiliate networks think I have deep pockets and can afford to throw money into getting an affiliates name splashed all over the place, increasing their brand awareness and good will, and deepening the pockets of the network by paying for clicks that don’t produce, to tell you the truth… old schools of advertising recommended that unless I am being paid specifically to do brand awareness I should want nothing to do with that kind of mindset.
However, branding as such has changed… now it’s a preferred and simply a good idea to include offers for the vertical and the wider horizontal branding to fit the demographics or target audience desires. With all the advertiser developed content and our own investments for copywriting this branding via affiliate links with anchored text and banners is easier and more effective than ever before.
I want to make the merchant money. And I want to make money doing it. I need to generate conversions and have CTR at a profit.
How do we determine ROI profit? Click value.
Click Value
I Must Know How Valuable A Click Is! That simple… How Valuable is that Click?
I don’t just want to know how many clicks I get, and I don’t want my budget buying bunches of irrelevant clicks. I have to know the Value of a Click.
Without Click Value how am I supposed to know how to apply different optimizing strategies to best the High Conversion Rate Goals I set to get ROI above 100% as quickly as possible?
So I can focus on getting as much money making quality traffic as I can muster into that merchants sales funnel site I prefer working with quality merchants and their affiliate managers who can discuss some key PPC and CPA numbers and stats. Basic business info.
Once I have these two figures (Click Value and ROI), my CTR optimization and 1st page bid optimization strategies can be worked with and improved on. Hopefully we can let the profits run.
Optimizing CTR and Conversion
Using Account Performance Reports, Custom Alerts for Metric Changes with tools like Google Analytics and Conversion Tracking I stand a better chance of allowing Ad Performance to educate me and my merchant affiliate manager in achieving goals as we observe Ad Performance over time.
Testing Copy and Optimization Strategy/Tactics
If users aren’t responding to particular ad text I need to test rewrites and ad placement location in search and content networks.
If I want to test copy it’s simple. I need to get my finger on the pulse and research forums and other areas where our customers hang out… find the mood, the lingo, the expectations of my target audience. And then have the patience and moolah and persistence to check the stats, confirm the metrics, to see if a certain combination of Optimization Strategies and Tactics are working.
So with this information… i.e. the hard cold ad performance facts to analyze, and the benefit of working with a quality merchant affiliate manager who’s got their finger on the pulse and can do some minor mentoring and market grooming edging me into being one of their top producing affiliates for a particular offer, we should be able to maximize profits for merchant advertisers
Thanks for stopping to read this article and come back to read posts, articles, or fast reading how to pages that we occasionally get posted for you
Rick