Waseem Saddique highlights the value of good
‘storytelling’ in PPC Marketing
When supplying PPC Marketing Services to either a client
or in-house across your own business, it’s imperative that all the information relating
to the ‘before’ and ‘after’ click is gathered and structured in a coherent way
that tells people a story. Too many people are subjected to Microsoft Excel
spreadsheets that contain an impressive display of numbers, but ultimately mean
nothing unless people understand them.
Businesses who use PPC services need to understand what
they are paying for and as such, figures should be given ‘life’ by means of
storytelling that clearly sets out what the figures mean to a business. After
all, using metrics on clients who do not understand them is relatively useless.
Waseem Saddique provides a template for telling your PPC
story:
Teach
Clients About Metrics
In many instances, when taking on board a new client for
instance, who is new to the concept of PPC or has suffered a bad experience
with a previous agency, there is often a misunderstanding of what’s known as
‘success metrics.’ Many businesses think that ‘impressions’ are the measure of
success for a PPC campaign, whereas others simply associate the number of
clicks as success. However, this couldn’t be further from the truth. Therefore,
it’s up to the PPC ‘Gurus’ of the world to raise awareness of what metrics
matter to a campaign by producing effective strategies that clearly focus in on
the ‘before’ and after ‘click’ performance goals. It is also vital to establish
realistic expectations with the client in order to build a rapport based on
trust.
Utilise
Web Analytics Data to Add Body to the Storytelling Process
Whilst PPC performance data contributes to the
storytelling process of PPC figures, they do not provide the whole story. Waseem Saddique says: "PPC
marketing ultimately has a profound impact on brand awareness and manipulating
organic results. For instance, a client’s direct website traffic can be
dramatically increased when focusing on non-branded keywords. However, if a
campaign like this was stopped then direct traffic performance often plummets.
Explaining these figures is something that needs to be done through the
storytelling process."
Make
use of Google Adword Dimensions
Google Adword Dimensions provide substantial information
when telling the PPC story. These include the hours of the day, the day of the
week and locations that people are accessing a client’s PPC Campaign. The
metrics from Google Adwords, when used in correlation with performance data,
help to generate a well-rounded ‘story’ concerning the success of a PPC
campaign and perhaps more important is that PPC novices can understand it. In
understanding what the figures mean, clients are then able to take their
strategy to the next level.
Presenting the PPC Performance Story
There are a number of platforms for presenting comprehensive PPC Reports and they work by
synchronising complex data from search engines and compiling impressive looking
reports whereby users can piece together performance metrics of their choosing.
With some of these platforms, text facilities and the ability to upload images
are also made available, in order to add depth to the PPC storytelling process.
