A pay-per-click advertising campaign’s success isn’t able to be measured simply by top-level metrics like click through rates. In particular, the ability for a campaign to get users to click on a link is not enough. Any successful campaign will consider its goals, and design itself with these in mind. In order to succeed in reaching these goals, a pay-per-click campaign must be able to funnel users to the next step successfully, whether that is to get them to fill out a form, make a phone call, or engage with a product locally.
- If the CTA is a phone call, who is answering the phone? Are they trained to nurture that lead into the next stage of the funnel? And is there enough manpower to properly handle a call influx
- If we are capturing an email from a form fill, is there a drip campaign set up, tested and current that will nurture these new leads?
- If we are reaching for a purchase, is the product available? Has the user experience of the website been optimized and tested?
“A high-performing PPC campaign is just the tip of the iceberg, and it is important to define what success means. A high rate of conversion is simply the start”