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PPC: a beginners’ guide to KPIs, budgets &agencies

March 16, 2016

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There’s a lot to know about paid search advertising. To mark the release of Econsultancy’s newly updated PPC Best Practice Guide, I’ve pulled together a brief intro to KPIs, budgets and resourcing for paid search. The full guide is more than 350-pages long and includes the basics of setting up a campaign, to more involved cross-channel strategy.

Managing KPIs
As with all marketing channels, PPC advertising should support clear goals (e.g. to increase donations) and objectives (e.g. increase web traffic to donation page). Measuring success in meeting your objectives means choosing and tracking key performance indicators (KPIs).

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