March 3, 2025
PPC comes in many different shapes and sizes. Depending on your goal, different strategies can be implemented to reach your aims. Not having an aim can mean your campaigns are too broad or miss their mark.
Well defined goals can ensure that your campaigns are working towards the same goals you are. ROI is important within PPC to make the most of your efforts, having your campaigns on the same page increases your ROI and ROAS.
Why Setting PPC Goals is Important
From getting your brand known and remembered through brand awareness to driving as much traffic as possible to the website, maximising conversions, or achieving a certain percentage of ROI, aligning PPC campaigns with overall business objectives is key to ensuring success.
Avoiding wasted ad spend is made easier by focusing on clear targets. This allows you to focus your energy on each action. If your aim is traffic, then optimising to conversions, though still useful, wouldn’t be your main strategy. If your aim is conversions, then optimising for people already in the market and actively looking for the product is key, rather than making a broad audience like you would for brand awareness.
A key factor of PPC is being able to measure and optimise performance effectively based on results and data. Having as much data as possible, tailored to your goal, allows for further insights to be used in defining future strategies.hy
Common PPC Goals and How to Achieve Them
a) Increase Website Traffic
This strategy is best for brand awareness and top-of-funnel marketing. Using broad but relevant keywords means that you can reach a wider audience that is potentially interested in your industry, but may not already be familiar with your brand. Optimising ad copy for high click-through rates (CTR) will be a focus for this goal. Engaging copy can stand out against your competitors when it comes to the SERP.
b) Generate Leads & Conversions
If you are a lead gen business, you might be looking to collect emails, sign-ups, or enquiries. Our aim here is to influence consideration. We need the website visitors to find our website more informative and engaging than competitors. Ensuring we are using the right landing page for the ad, and that CTAs are clear throughout, is vital for pushing users down the conversion funnel. Conversion tracking is key to understanding the path users took to convert, what audience they are, what keywords they arrived at the site from, and much more. This information informs future targeting and CRO.
c) Boost Sales & Revenue
For e-commerce and product-based businesses, the main aim will be sales or increasing revenue. Leveraging Shopping Ads, remarketing and Pmax ads can all attack this goal from different angles. When purchasing something online, shopping around for the best deal is second nature. Retargeting is key for tempting back users who have previously been on your site or added products to their basket. Using audience targeting to find those interested in your products or related ones, gains further understanding of who your target market is and how they behave on your site.
d) Improve Brand Awareness
Looking to get your brand noticed? This goal is ideal for new businesses or launching new products. A focus on Display Ads, YouTube Ads, and paid media is the way forward for this goal. These platforms and ad types get your ads in front of as many relevant people as possible. They don’t utilise keywords but instead work with more generic interest targeting to reach those you might not have considered in your expected audience. Ensuring your visuals and ads are engaging and informative is key to holding the user’s attention
e) Enhance Customer Retention & Loyalty
Customer retention is key to bringing back repeat visitors. Whether you provide a product or service, you want to be the first company your user thinks of. Remarketing campaigns are ideal for this scenario; special offers, discounts or loyalty programs can be used to entice users and stand out from the crowd.
3. How to Track and Measure PPC Goals
Each PPC goal is designed to work towards a different metric. Depending on your aim, a different metric is focused on. For awareness, this is impressions; for traffic, it is clicks and CTR; whereas for conversion based goals, it is conversion rate and ROAS.
A/B testing and ongoing optimisation is necessary for the continual improvement of your campaigns. The campaigns need constant attention, leaving them for a long period of time does not produce results. A/B testing ensures that you are continually checking what works best, and not staying stagnant in the market. Tools such as GA4 and GTM can assist you in tracking conversions and stepping stone conversions to improve your data.
4. Setting SMART PPC Goals for Maximum Impact
For ongoing management of campaigns, SMART goals can be used to keep on track and target the right things, whether you want to increase conversions or traffic, these goals can be tailored to suit you.
- Specific: Define clear, actionable objectives.
- Measurable: Track performance with KPIs.
- Achievable: Set realistic expectations based on budget.
- Relevant: Align PPC goals with business strategy.
- Time-bound: Establish deadlines for goal evaluation.
Conclusion
Whatever goal your business is aiming for, PPC works best with that goal in mind. Depending on which you choose, determines what platform, ad type, and strategy is best to achieve your aims. Not having a goal is more likely to waste your ad spend, and muddy the water of your campaigns.
Continuous testing and optimisation is key with any PPC campaign goal. The market doesn’t remain still, so neither should your ads. Whether you are brand new to PPC or have tried it before, find out about Fibre Marketing’s PPC department.
Looking to kick start your performance? Get in touch with us today.
