PPC (Pay Per Click) strategy can be an important step to observe when it comes to marketing your website.  However, when we look at the bottom line, the fact is that you may be receiving a lot of hits on your site, but are visitors actually making a meaningful action? You may find that your clicks aren’t being used to their full potential.  To remedy this, consider focusing on the post-click experience before implementing a PPC strategy.

Bing Ads, Google Adwords, and many other types of paid media platforms may look promising when it comes to reaching a target audience, but what happens “after the click” really determines how successful that strategy will be for your site. This is paramount when considering the importance of your pay-per-click campaign.

The first thing to ask yourself, is “what are your goals?” but there is more to a PPC campaign than just focusing on the goals. The Call To Action or CTA is important because it will show you the actions performed after the click and how the relationship between the “click” and the individual is negotiated and nurtured.  Basically, this will show the potential path action taken after the click. This is an important step and it can also help to monitor your return on ad expenditures.

Top-level metrics such as conversion rates and click-through rates don’t always determine the success of a campaign. Top-level metrics can’t describe the whole picture when trying to understand a campaign and how it relates to those you are trying to reach. The important task is to use the information after it has been collected. The lead will never find its full fruition if it is directed to an unresponsive call center and then placed on an email list which will not be used. You have to ask yourself the question, how valuable is that lead?

To understand more about the importance of PPC strategy and its follow up, contact Brady at 425.689.7991 before starting your next campaign.