The digital marketing arena is now intricate, encompassing a range of platforms, campaign types, strategies, tools, and updates. This complexity makes it almost impossible for advertisers to cover every aspect comprehensively. Consequently, many business owners and large agencies outsource PPC management to specialized agencies for better results, as they are completely focused on this area.
However, no matter how excellent your third-party service provider is, nobody cares about your business as much as you do. Therefore, it’s vital to periodically review the performance of your campaigns. Keeping this in mind, we have created an article that explains the most critical aspects to discuss with your point of contact.
The Aspects That You Need to Consider
When assessing the progress of PPC efforts, the first thing to have in mind is the campaign goal, which varies depending on the campaign type. This blog covers the main campaign types: Google Search (Lead Generation and Ecommerce), Display, Video, PMAX, and Discovery. So for each campaign type, we will highlight the topics to be discussed with the campaign manager and metrics to prioritize based on campaign goals.
Google Search Campaigns for Lead Generation
The Lead Generation campaign on Google Search involves a strategy where the focus is on reaching out to potential customers who are actively looking for specific services related to your business.
When talking to the campaign manager, it is important to check if there is a clear understanding of the services that you want to promote and the specific stage of the marketing funnel you wish to target.
During the campaign, it is essential to keep track of the conversion rates and ad optimizations. The success of a Lead Generation campaign on Google Search depends on identifying and targeting the right audience and providing them with relevant and compelling ads that encourage them to take action. So this is what you should assess.
Search Campaigns for Ecommerce
To target potential customers who are searching for your products, a Google Search Campaign for Ecommerce is a valuable option. When discussing this type of campaign with your point of contact, it is important to focus on the search phrases that are being used since this is what drives the most sales. In addition, it is crucial to discuss product profit margins and set goals based on your needs, such as increasing brand awareness for a new product.
To make the most out of a Google Search Campaign for Ecommerce, it is also important to ensure your products are classified based on their profit margins. This classification allows you to create campaigns and set Target Return on Ad Spend (tROAS) goals that align with the profit margins of the products. For instance, low-margin products require high tROAS campaigns, whereas high-margin products require low tROAS campaigns because they need more promotion.
In terms of KPIs, a successful Google Search Campaign for Ecommerce should be measured by clicks, conversions, conversion value, and ROAs. Therefore, it is important to track and analyze these metrics for optimal results.
Google Display is a type of campaign that focuses on visual ads placed on various websites, YouTube, and mobile apps. These ads appear in different formats, such as images, GIFs, and videos.
When it comes to this campaign type, it’s important to understand the objectives. This can help to determine the target audience and the type of ads to be used. For instance, if you want to build brand awareness, then the focus would be on targeting a wider audience. On the other hand, if the goal is to increase sales, then the focus would be on retargeting previous website visitors who have shown an interest in the product.
The main key performance indicators (KPIs) for Google Display include views, clicks, click-through rate (CTR), and bounce rate. By monitoring these KPIs, it is possible to determine the success of the Google Display campaign and make necessary adjustments.
Google Video Campaigns allow you to showcase your ads in videos on YouTube, as well as on websites and apps that are part of Google’s video partners network. It’s an effective way to reach your target audience through engaging visual content.
When discussing the performance of video campaigns, it’s important to understand the campaign goals and prioritize the metrics that matter the most to you. For instance, if the goal is to increase brand awareness, then measuring view count, view rate, and view-through rate would be important KPIs. If the goal is to drive more traffic to the website, then measuring clicks and click-through rates would be more relevant.
Moreover, it’s essential to define the right video format based on the campaign goals. Google offers different formats like TrueView in-stream ads, bumper ads, TrueView discovery ads, and more. Depending on your objectives, you can recommend the appropriate format to make the most out of your video campaign.
Some of the key KPIs to measure the success of a video campaign include clicks, click-through rate (CTR), page on time, average cost per view (CPV), view rate, and view CTR. By tracking these metrics, you can analyze the performance of your video campaign and make recommendations to achieve your desired outcomes.
Google PMAX campaigns are a type of campaign in Google Ads that utilize machine learning to maximize your performance across Google Ads inventory. This campaign type is aimed at driving toward your specific campaign goals.
When it comes to PMAX campaigns, it is important to define the stage of the funnel that you want to target and set specific campaign goals. In case the campaign is more top-of-the-funnel oriented, it is essential to determine what micro-conversions are most relevant for your business. It is also important to discuss the assets required to test different ad formats and messaging to ensure the campaign’s success.
The key performance indicators (KPIs) for PMAX campaigns include clicks, click-through rate (CTR), and conversions. By monitoring these metrics, you can evaluate the performance of your PMAX campaigns.
Google Discovery campaigns allow advertisers to leverage audience targeting features and visually engaging ad formats in Google’s feed to encourage customer action.
When discussing Discovery campaigns, it’s important to first determine the stage of the funnel and set specific campaign goals accordingly. If the campaign is more top-of-the-funnel oriented, micro-conversions such as ad engagement or website clicks may be more relevant than direct conversions.
Discovery campaigns rely heavily on visually appealing ad formats, so it’s important to ensure that your account manager has access to high-quality images or videos that can be used in your ads.
The main KPIs for a Discovery campaign include clicks, click-through rate (CTR), and conversions. It’s important to continually monitor these metrics and adjust the campaign strategy accordingly to ensure the best possible results.
And the Most Important Question: Is Your Current Campaign Manager Hitting the Mark?
To stay ahead in the ever-changing digital landscape and attain success in PPC, it’s crucial to communicate regularly with the agency or team managing your campaigns.
At our digital marketing agency, we prioritize communication as we recognize its significance in comprehending our client’s requirements and offering clarity on campaign performance.
If you have any queries regarding PPC, SEO, or Social Media Management, feel free to contact us for a free consultation with one of our experts. This could be especially critical if there’s something specific that you don’t understand about your campaigns.