Setting Goals and Objectives for Paid Search

Chapter 1 of Paid Search Planning and Strategy

When planning an approach to paid search, it is best to begin by defining what the company is hoping to achieve. This chapter looks at the importance of using goals, objectives and KPIs to establish targets and set a clear direction.

By Econsultancy

13 minute read

From the outset, when developing a paid search strategy, it is important to align the programme with other channels and ensure it will support the company’s ecommerce and business goals. This chapter sets out the process of defining goals, objectives and KPIs as a starting point. It covers:

First steps: From understanding paid search in the broader marketing context to setting a direction for keyword selection, what are the initial questions advertisers should ask to initiate planning?
Objectives: Distinct from goals, core marketing theory recommends setting objectives that satisfy the SMART criteria. How can marketers ensure their objectives satisfy this framework?
The value of KPIs: With many different metrics available for measuring marketing performance, what are the three KPI areas most useful when it comes to assessing paid search?