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6.7 : PPC report

http://mastersindigitalmarketing.org PPC report 6.7 : PPC report Dr. Gordon Fletcher, Senior Lecturer, Salford Business School, UK There are numbers of pay per click systems, for example Google is a familiar one, as is Facebook to many people. They all work slightly differently but ultimately they all produce reports for a very simple purpose – they are all about money, and it is about your money. PPC reports allow you to see your reach and your focus –make sure that you are getting the right message to your buyer persona PPC reports, however, also show you two other important factors – your reach and your focus. The reports give you indication of how far your message is getting out there, but getting out to a massive number is not necessarily your purpose. You may be getting a message to millions of people but ultimately you’re not focusing on your buyer persona and this is a mistake that’s often made with PPC activity. With focus, you’re getting to the right people for right amount of money, and you’re getting your message across. All these things can be interpreted from your PPC report. If the content’s right, you’re getting click-throughs, and you’re getting a response; if the reach is right, you’re hitting the right people and ultimately if the price is right, you’re also interacting with your competitors because, in PPC reports, with some drilling and understanding, you can recognize the activity of competitors in the same field. And that enables you to be able to respond and interact with your competitors in a way that’s positive for you, and ultimately engages your buyer persona, for you, in the right way. Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece One metric is based on benchmarks. We know the industry and what is a good benchmark for the campaign but actually at the end of the day measuring leads and conversions. PPC measurement is good for tracking your leads and conversions