{"id":198,"date":"2025-05-08T05:58:08","date_gmt":"2025-05-08T05:58:08","guid":{"rendered":"https:\/\/www.finemindsdigital.com\/blog\/?p=198"},"modified":"2025-05-08T05:58:51","modified_gmt":"2025-05-08T05:58:51","slug":"paid-campaign-goal-setting-and-tracking-strategy","status":"publish","type":"post","link":"https:\/\/www.finemindsdigital.com\/blog\/paid-campaign-goal-setting-and-tracking-strategy.html","title":{"rendered":"Paid Campaign Goal-Setting and Tracking Strategy"},"content":{"rendered":"\n

There is little point in setting goals unless you track your results and there is little point in tracking if you don\u2019t use the results to identify new goals and tactics to drive performance.<\/p>\n\n\n\n

In this blog we show you how to set the right objectives and select the right tools and process for tracking.<\/p>\n\n\n\n

Digital Media are arguably the most measurable media ever, and within digital media, paid search is the most measurable technique for tracking the success of variations in targeting, message and creative. But don\u2019t think this makes tracking of paid search straightforward; far from it.<\/p>\n\n\n\n

To tackle this issue you need to be very clear about how you will measure success and the current limitations in your tracking. You then need to work ceaselessly to improve accuracy.<\/p>\n\n\n\n

As we talk to clients and their agencies, we find tracking is one of the biggest causes of frustration. Many talk about \u2018not being able to believe their numbers\u2019 which arises from inconsistent data from one system or across several systems.<\/p>\n\n\n\n

So let\u2019s go back to basics and list our ideal tracking requirements.<\/p>\n\n\n\n

What is it?<\/strong><\/p>\n\n\n\n

Setting realistic quantitative objectives should underpin your search campaigns. This is closely linked to having the right metrics, web analytics<\/strong> tools, process and people to close the loop and monitor how well your objectives are being achieved and so adjust your strategy<\/p>\n\n\n\n

Best Practices: <\/strong><\/p>\n\n\n\n

1. Set clear objectives based on the market potential for your services.<\/p>\n\n\n\n

2. Create standard reports that enable you to assess whether your objectives are met and then regularly review them to improve performance.<\/p>\n\n\n\n

3. Ensure reporting is sufficiently granular you can identify improvements at a keyword level.<\/p>\n\n\n\n

4. Select the best web analytics tools to give you granular reporting and with management dashboards.<\/p>\n\n\n\n

5. Use a Bid Management Tool Strategy to automatically optimise on goals if you make a substantial investment in paid search.<\/p>\n\n\n\n

What to watch for?<\/strong><\/p>\n\n\n\n

a. Accuracy \u2013 you have to work hard to maximise accuracy and consistency between different systems.<\/p>\n\n\n\n

b. Duplication of results attributed to different referrers, in particular affiliates.<\/p>\n\n\n\n

c. Avoid restricting potential sales by setting Cost Per Acquisition targets too low. Remember to take into account telephone sales influenced by the website and also lifetime value from repeated purchase.<\/p>\n\n\n\n

The more sophisticated your tracking and the metrics you report upon, the better you will be able to assess the success of your paid search campaigns. So, adjust your goals and the targeting and bidding approaches to get better returns.<\/p>\n\n\n\n

Understanding the metrics used to track success which we describe in this section is essential to bidding strategies and bid management systems.<\/p>\n\n\n\n

Let\u2019s now look at 7 different levels of tracking and goal setting sophistication which should help you assess where you are on the \u2018tracking ladder\u2019. Each different level of tracking for online marketing campaigns has several different measures \u2013 assess whether you are tracking everything you should be.<\/p>\n\n\n\n

These 7 different levels are:<\/strong><\/p>\n\n\n\n