In PPC, you must never forget that the goal of marketing is to satisfy client expectations and help them meet their business objectives. Client objectives and expectations should be reflected in everything you do for them, including how you set up your PPC campaign and what metrics you report on. It’s a bad idea to push forward with campaigns when they are completely misaligned with your client’s actual business objectives. Some companies may strive for growth or pushing a specific product or service more than they care about short term profitability, but you will never know unless you stay in touch with them. Keeping an open line of communication with clients is essential to retaining business, understanding client objectives as well as managing their expectations of your performance.
Asking questions is a great way to learn more about the business you’re representing and what their objectives are. It’s also important to understand how they will measure your performance. Figure out what metrics matter to your clients so you can tailor your reports to be as relevant and actionable as possible. Most clients aren’t experts in PPC and by giving them reports with lots of irrelevant metrics will likely to confuse them or give them the wrong idea about your performance.
Tailor your bidding strategy around your e-commerce clients’ most important business drivers. If your campaign budget is limited, allocate most of your money toward the areas that truly matter to your clients. Do they have any new products or services they want to push? What types of customers do they want to reach? Are they running marketing campaigns on other platforms? The more information you have on their products, customers and services, the more relevant your ad copy, keywords, targeting and bidding strategies can be.
Some clients only care about the end results of your campaign whereas others may have very specific requirements about ad copy, geographic location targeting or even what time of day your ads run. Google Adwords and Bing Ads allow for some flexibility in location targeting and dayparting so you can tailor your strategy to your client’s specific needs. Is there a specific time of day or day of the week they want high visibility? If so, you can set your campaign to bid higher at those peak times or you could shut off bidding during lulls in order to prevent hitting your budget before the peak time arrives. Ad scheduling and location targeting can be adjusted in Google Adwords or Bing Ads via the settings tab.
I hope this article helps you reflect on the importance of understanding client business objectives when creating and running a PPC campaign. Staying in touch with clients is essential to keeping them happy and keeping you informed enough to run killer PPC campaigns.