• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
SEM

PPC strategy: Planning beyond the click

Your paid search campaign may be getting a lot of clicks, but are you really making the most of them? Columnist Amanda Evans discusses how to succeed by focusing on the post-click experience.

Amanda Evans on June 19, 2017 at 4:22 pm
  • More
PPC Strategy Planning Beyond The Click

Google AdWords, Bing Ads and other paid media platforms are attractive channels to reach a targeted audience, foster brand awareness and increase revenue. Far too often, however, we find that regardless of how successful a campaign is at the top of the funnel, what happens beyond the click is paramount to the success of any pay-per-click (PPC) campaign.

When working with an industry professional, the first question that is almost always asked is, “What are your goals?” However, it goes far beyond that. When defining the call to action (CTA) for the campaign, it is important to understand where that action leads, the touch points for the client once they follow through on the CTA, how that user will be nurtured through the funnel, and the lifetime value of that lead.

Not only is this important in creating a successful campaign, this is equally as important in determining your return on ad spend.

Campaign success is not always defined by top-level metrics

Click-through rates may be optimal, conversion rates may be off the charts and cost per click may be low; these top-level metrics are great to achieve, but they do not tell the whole story. If the lead is sent to an unresponsive call center, gets added to an email list that never gets utilized or is presented with a product that is not available, what is the true value of that lead?

[Read the full article on Search Engine Land.]


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Amanda Evans
Amanda Evans is a Senior Paid Media Specialist at SmartSearch Marketing, a Google Premier Partner agency based out of Boulder, CO. Amanda is a data-driven digital marketing professional with over 15 years experience in SEM and paid search management for clients in a variety of industries, with high-level expertise in enterprise B2B and SaaS for revenue-focused results.

Related Topics

BingChannel: SEMGoogle AdsSearch Marketing Column

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • State of Email Marketing 2021 Report
  • Three Pillars of CRM Data Management
  • What Customer Experience Means in 2021
  • The 7 Phases of a Website Redesign
  • Rearchitecting Revenue: Accelerating Demand Through Data
See More Whitepapers

Webinars

  • Crawl Your Way Towards Better Search Results With Dynamic Rendering
  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.