There are a couple of ways to ensure good ad performance:
Know what ad platforms work for each stage of the customer journey
Let’s take a look at our customer journey funnel again:
Each ad platform works for a different stage of the funnel. Before you launch any campaigns, make sure you’re connected to the platform you need to fully take advantage of their strengths.
Map the correct KPIs to your ad channels
You need to know what key performance indicators (KPIs) to track for each stage of the buying funnel. Not every stage should track the same KPIs, or else you’re going to be unhappy about the ROI for each of your campaigns. Depending on the buying funnel stage, here are the KPIs you should track:
Make sure you have campaigns set up for the stages that make sense for your brand. For example, if you’re soft-launching your brand and are only taking waitlist signups, you’ll want to build PPC campaigns that focus on the “Awareness” and “Consideration” stages.
Drive PPC ROI by focusing on multi-channel marketing
The best PPC ROI comes from combining data from your other marketing channels to enhance your PPC ad performance. Use SEO, social media, and email marketing in conjunction with PPC to get in front of your customers at every stage of the buying cycle.
In order for your PPC to drive the highest ROI for your business, you need to funnel as much data as you can from your other marketing channels. Use your email list and organic SEO demographic data to create lookalike audiences for your paid social media ads. When organic SEO shows high click-through rates (CTR) for certain pages, use the metadata information to inform your PPC ad copy. When certain PPC ad copy outperforms organic SEO CTR, use that data to optimize your organic metadata. All of your marketing channel data should inform each other for maximum ROI.