Setting goals is one of the most important aspects of your pay per click advertising campaign – or it should be. With Google Analytics, you can easily set goals and measure your pay per click performance to see if you are meeting them. If you are not meeting them then you can tweak your ad campaigns in order to better meet your goals. Measurement of any kind has always been an important aspect to marketing. It is even more so online.
A goal can be a sell, a request for a phone call, an e-mail sign up, or anything that is important to your company. You can set your goals in Google Analytics and keep track of your visitor actions to determine whether or not you are meeting those goals.
The most important element of your pay per click campaign, and the one that will most determine whether or not you reach your goals, is your call to action. You need to a call to action in your PPC ads, of course, if you expect to get the click, but your landing page must have a call to action as well. If your goal is to get more newsletter subscribers then you will need a call to action that entices your visitors to sign up for your newsletter. It needs to be visible on your page an in a strategic location that will draw you the most clicks and conversions. If you are not getting the results you want, through Google Analytics you will know that you are not reaching your goals and you can determine where you need to tweak your ad campaigns for increasing your results.
Online marketing is mostly experimentation. You try something and see if it works. If not, try something else. If it does work, tweak it and improve it. But unless you have goals, how will you know if your plan is working?
