The first step in beginning any search engine management campaign is to map out your financial plan. One of the best ways to accomplish this is by creating a chart noting your specific goals or objectives and how much money you plan to spend on each one. By using quantitative methods like this, you will be able to allocate different parts of your budget to individual aspects of your campaigns and understand how each part contributes to the overall program. The most important thing to keep in mind when recognizing the value of a simple chart like this is what you can’t measure, you can’t control.
Keep in mind, when you are filling in a chart like this, your objectives need to be realistic. You should always consider what your current cost per click (CPC) is and what your website’s click to conversion rate is. Ask yourself, “are my objectives achievable given the level of investment?” and “what are the industry benchmarks?” Considering topics like this will help you create a reasonable campaign that fits the needs and also the abilities of your company.
After you create your objective-investment scorecard, you should test the campaign and tabulate the results. The raw data will show you how well or poorly the keyword search advertising program performed. Now you can use this information to improve future special event campaigns and ameliorate the results.
For more information regarding the objectives-investment scorecard, visit our website to download a copy of the workbook.