How to set goals for PPC advertising

PPC advertising is more widely used today than ever before, which is understandable as the vast majority of companies shift to the online world. However, for the money you invest in this type of promotion to generate the desired profits, you must set so-called goals for PPC advertising. Because without goals, you won't be able to measure your advertising campaigns , and you certainly won't know if the money invested is bringing in the desired profits or if it is just "throwing money down the drain."

A very common goal I discuss with clients is ROAS, or the maximum percentage of advertising costs. This threshold influences the overall campaign setup and the potential turnover or the achievement of other goals, which are otherwise, of course, "as many orders as possible."

Turnover does not grow to the sky, of course, and we realize that as an agency, we need to show the client what the possibilities are so that the goals are realistic and achievable.

We have extensive experience with PPC advertising for dozens of clients, and we can provide advice and predict future developments, including setting ideal goals for PPC advertising.

We always recommend starting with a PPC audit, which will show the possibilities within your advertising accounts and ensure we have enough input data for a successful partnership and mutual understanding.

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Advertising campaigns must meet your expectations

You need to set your goals before you decide to invest money in advertising. Naturally, they must align with your expectations, but they also need to be achievable. The most important thing to realize is whether or not profitability has been reached, or if you only want to achieve it for specific products.

An essential part of this step is filling out a financial spreadsheet, through which you define the target ROAS that we, as specialists, should aim for.

Once you have set your goals, the subsequent creation and setup of your PPC campaign will be much easier than you might think.

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We focus on performance

The most common goal is a focus on performance—that is, maximizing profit and ensuring the best possible return on your initial investment. If you want to target conversions, your primary goal will be to at least double, if not triple, your invested capital. 

However, performance isn't just about increasing conversions; it can also be about improving your position or reaching a larger number of customers. Goals can be diverse, and performance can manifest in many different ways.

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Watch out for conflicting goals

What you should be very careful about, however, are so-called conflicting goals. You should avoid setting goals that have nothing to do with a profitable campaign. Likewise, if you want to achieve one thing with your advertising while simultaneously trying to achieve something completely opposite, the campaign will not turn out the way you want and will not deliver the results you expect. 

Therefore, when building your campaigns , be clear about whether cost-per-click, the number of clicks, the number of impressions, or the conversion rate is most important to you.

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