‘How to Set Pay-per-click Advertising Goals’ – Web Marketing Today
The latest ‘Web Marketing Today’ blog post is titled “How to Set Pay-per-click Advertising Goals”.
Melissa Mackey says, “In my experience of managing pay-per-click advertising campaigns, the most common reason why campaigns fail is due to a lack of goal setting at the beginning. Sometimes advertisers are so anxious to “start a PPC campaign” that they don’t take the time to figure out what their goals are.
Resist the temptation to put tactics before goals and strategy. It’s easy to see your competitors online and think to yourself, “we need to do PPC.”
What’s wrong with this thinking? You’ve chosen the advertising channel before you’ve set goals and mapped out a strategy”.
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