PPC Goal Setting

3 Keys To An Effective But Simple PPC Strategy

By |January 17th, 2017|PPC Goal Setting|1 Comment

The beginning of the year is a great time to reconsier your paid search goals and develop a new PPC strategy. Use our three keys to paid search strategy to build a roadmap to PPC success.

How to Reevaluate Your PPC Goals for 2017

By |January 5th, 2017|PPC Goal Setting|3 Comments

The beginning of the year is a great time to review last year's PPC performance and consider if you should adjust your PPC goals for the new year. Whether you're looking to grow your business, become more profitable or launch a new product, our guide will help you select the right goal for 2017.

Using the Purchase Funnel to Guide PPC Strategy

By |July 26th, 2016|PPC Goal Setting|1 Comment

The buying funnel is not a new concept – it’s been around since about 1898. Despite this, it’s easy to overlook this simple concept when evaluating business performance, and more specifically paid search performance. It’s almost impossible to develop an effective account strategy without first understanding what segment of the […]

The Trade-Off Between Revenue Growth & ROI Efficiency in Paid Search

By |April 19th, 2016|Business Strategy, PPC Goal Setting|0 Comments

Just about every time we ask a new client if they would like to prioritize growing revenue or improving Return on Ad Spend (ROAS), the business owner replies “Well obviously, I want both!”

And certainly every business owner does want to grow revenue while improving ROAS. In the long-term, we often […]

Days of Our Lifetime (Value) Part 3: A Lifetime Value Case Study

By |March 8th, 2016|Business Strategy, PPC Goal Setting|0 Comments

Note: Days of Our Liftetime (Value) is Metric Theory’s three-part series exploring lifetime value, which looks at:

            Part 1 – Why use lifetime value?
            Part 2 – How to approach calculating lifetime value?
            Part 3 – A lifetime value case study

Welcome to part three of our series on lifetime value […]

Why You Need Mobile-Specific Goals for PPC

By |March 1st, 2016|PPC Goal Setting|0 Comments

May, 2015: Google officially announces that “more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.” If you hadn’t already, you realized that it was time to focus on mobile users. Then, a few months later, you gave up when your […]

Why Advertisers Should Stop Focusing on These PPC Metrics

By |January 21st, 2016|PPC Goal Setting|1 Comment

In a client onboarding, I had just finished presenting my carefully-prepared slides on our proposed CPA goal when the client cleared his throat, stammered, and said “that’s all great, but what I’d really like is to see average position and CTR improve. Can’t you just do that?”

The goal of any […]

5 Crucial Considerations for Setting 2016 Marketing Budgets

By |September 29th, 2015|PPC Goal Setting|0 Comments

As we enter Q4, the holiday shopping season picks up and you are likely preoccupied with bid adjustments, running promotions, and working to stay ahead of high season trends. Reviewing your marketing efforts and setting goals for 2016 can seem like an afterthought. However, it would be a mistake not […]