The primary key to effective and efficient paid search campaign management is being clear as to the campaign’s objectives. Knowing what you’re working toward and what you need to achieve are at the heart of all the work you will do in successfully managing your paid search campaigns.
For example, is the primary objective to increase revenue by 30% YOY for an e-commerce site? Or is it to increase the quality of traffic to a website, to be evidenced in a 20% increase in number of pages viewed per visit? Perhaps it is to decrease the branded clicks composition to 10% of overall click share while remaining at or below target cost-per-click.
Whatever the objectives – and there may be (and regularly is) more than one – they will inform all of your paid search campaign management efforts:
Managing Client Expectations – Well-planned strategy makes for clear objectives and targets. With client-aligned strategy from the outset, everyone is on the same page as to the paid search campaign’s goals and through reporting, all parties will know when targets are being met or exceeded, as well as areas for improvement.
Paid Search Campaign Reporting – Regular reporting is important to ensure that campaigns are constantly being reviewed and assessed for areas of success and improvement in relation to objectives. Transparency of that reporting is also important – providing data on how the entire campaign is doing, not just the key drivers – as is providing recommendations on how to impact performance going forward.
Campaign Optimizations – When you truly know what your objectives are, optimizing toward them is so much easier and faster, too, and very much helps focus your paid search campaign management tactics.
Be clear on your paid search campaign management objectives from the outset and the rest will follow.