The PPC Snobs Blog
The PPC Snobs Blog
Google & BCG has this great free digital marketing maturity benchmark assessment tool. It looks at where an organization sits on the path to full, data-driven marketing. The assessment takes about an hour to complete, and offers both strategic and tactical recommendations to help your organization evolve its digital marketing maturity.
Tip: Your digital strategy should plan for the following:
(1) the capacity to measure results
(2) investment in tracking software
(3) an understanding of what and where to target
(4) creatives that explain your products/services and highlight your unique selling points
(5) automation of processes and functions, and
(6) clearly defined roles and project ownership within your organization.
How does your organization’s decision making tree, departmental silos/structure, or usage/lack of expertise impact your organization’s ability to strategize and execute on key PPC tasks? Essentially, how do ensure that things get done faster and better?
Our organization’s capacity to track and analyze important performance and business metrics. The ability to understand the online and offline journey of each click is the basis for running successful PPC campaigns.
Our measurement strategy starts with how you’re able to track important metrics and business actions (i.e. users, clicks, conversions). Key Performance Indicators (KPIs) help us understand how our PPC campaigns drive key business outcomes. In simple terms: is our PPC working.
Infrastructure refers to our technology stack, account setup, and campaign architecture. We need to use 3rd party tools to measure and manage many of our processes. These will serve as the foundation for our PPC engine.
The ads, images, videos, webpages, emails, webinars, blogs, and/or any other form of content that you share…serves as the basis of your digital relationship with stakeholders. It’s often how they will create their first and most lasting impressions of you.
The who, what, where, when, why and how of targeting your audiences. Knowing the levers of targeting that move performance, and more importantly, ROI, is key to making your PPC engine sustainable in the long run.
Our capacity to leverage smart bidding and machine learning to deliver relevant and high value stakeholders is determined by our capacity to feed the PPC engine with critical information about our KPIs and audiences.
The PPC Snobs Playbook