29 Apr '15, 11am

Defining Success for PPC Efforts

Defining Success for PPC Efforts

When entering a new client/agency relationship, setting expectations and agreeing upon "what good looks like" are the keys to having a healthy relationship. While most industries have moved past judging PPC campaigns on clicks, impressions, and how many "hits" a website has received, working alongside a client to clearly define what your efforts will be judged on is one of the first things you should do when onboarding a new client. Ideally, you can work with your client to understand their business goals. In some cases, like e-commerce or lead generation clients, it’s easier to understand what their goals are. Others, like those with long sales cycle or B2B efforts, can be harder to define. The important part is linking those goals directly to your efforts. I was able to reach out to some top PPC managers and get an idea of how they approach defining success with their cl...

Full article: http://searchenginewatch.com/sew/how-to/2406170/defining-...

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