Ecom Access

In the last post, we looked at methods of acquiring high Google Quality Scores for PPC campaigns, and in this one, we’ll look at developing an acquisition strategy for your Adwords campaigns.

The acquisition model that a business develops for Adwords campaigns will be largely determined by the model that already exists for the business.

If you’re looking at the acquisition of a high volume of new customers, then a comprehensive solution is necessary for managing Adwords campaigns. This kind of campaign should not be undertaken by someone who does not possess the skills necessary to manage large, and potentially costly, campaigns, but by and expert with a great deal of knowledge of PPC and ecommerce. You should be able to get comprehensive statistics of campaign performance monitoring from this individual, with in-depth analyses of conversions. Based on these statistics, PPC campaigns should be optimized on an ongoing basis.

On the other hand, if an Adwords campaign is being undertaken in an effort to stay with your competition in this channel, then consider solutions that maximize returns on investment. Work with a professional who has the skills to quickly identify appropriate keyword sets based on your budget, niche and competition. The person best suited for this position will be someone with an intimate knowledge of your product.

If you are planning to use PPC as an addition to what is already a comprehensive online acquisition strategy, consider using PPC as a standalone channel, as well as to build other channels. As an example, your business may want to examine the benefits and drawbacks of allowing affiliates to market your product through PPC campaigns.

A very important thing to consider, if headed in this direction, is that affiliates will require additional support so that results are produced, as opposed to mere clicks. It also means a close analysis of affiliates to ensure the integrity and proper representation of your brand. This requires working with affiliates to make sure that landing pages of their own are relevant. In addition, it means making sure that you are doing everything you can on your end to make those affiliates successful.

While optimizing campaigns for PPC is a skill that is earned through a lot of trial and error, the most important thing is to have a clear understanding of how your PPC campaigns will affect your acquisition strategy as a whole. As this is just one of many acquisition strategies, it should be used as a complement to the overall strategy. Remember that using PPC can create great gains or losses, so make sure that Adwords campaigns are managed properly and by individuals with the experience to make them profitable, and supported by software that can properly track campaign performance.

Tags: Adwords Campaigns