If you are wondering what to do to further to promote your site, it’s a wise move to consider paid campaigns or PPC. As COVID has created a white space in social advertising space due to the reduction in travel-based ads, CPC has significantly reduced. What this means for you, is that the cost to publish an ad is significantly smaller than before. This is the time to experiment in uncharted territories. To ensure you get bang for your buck, you should work to keep on top of your campaign effectiveness. Here are some tips on what you need to do an ad campaign review using PPC checklists…
Ad Campaign Considerations
Placing ads to promote your content can be a solid way to bring new fresh eyes to your content, or even refresh those that have not returned. However, like with any expenditure, you should go into it with a sense of strategic intent and a way to calculate ROI. Otherwise, you risk paid campaigns becoming an addictive money pit.
Like with all growth plans, key things to consider are:
- Who are you trying to reach, can you model who they are? What do they care about? What do they need?
- What do you want to achieve from this campaign? Do you want to drive sales? Do you want to drive subscriptions? Do you want to drive page views? What is your main goal?
- What are your strengths? What content drives the most traffic to your site? What do you want to be known for?
Understanding the above will help you decipher what type of add you need and your audience. Once you’ve done the above, and picked what keywords you wish to use (here’s a guide on Keyword Research Process) here are a couple of checklists we’ve to help you audit and measure the effectiveness of your paid ads:
Use this audit to assess your campaign effectiveness a week after pushing.
Use this audit to assess your continued campaign effectiveness a month after pushing.
The above 2 checklists will help you keep on top of your campaign planning and analytics. We suggest reviewing your metrics also quarterly also to ensure that you’re using paid ads for sustained benefit.