9 Key questions every pro marketer running paid ads needs to ask himself.

Marketing, Ads, PPC

These are the nine key questions you should be asking yourself when it comes to Google Ads or PPC campaigns:

1. Am I getting more money back than I’m putting in?

• put simply, for every $1 you spend you need to see a minimum of $2 come back. if you are not seeing this return, you need to check your copy, avatar, or refine your offer.

2. Do my keywords match search terms my market is using?

• when creating copy for your ad, you need to make sure you use their terms, you always meet them where they're at. A cold lead would look for "watches for sale", an hot lead would look up "used Rolex watch for sale near me". the more you understand your avatar, the smoother your acquisition will be.

3. Are my conversions increasing every month?

• if conversions are not increasing, it just means the ad isn't good enough, yet. did you really research your avatar? is the offer the most irresistible one you can come up with? are you advertising on the channels your avatar is using? did you give clear instructions and a call to action? split testing is key when crafting ads, and you need to make sure your ad meets your prospect where they are at, are you selling the solution to the surface issue? or are you really selling them a solution to their deepest core problems?

4. Is my cost per conversion decreasing?

• your cost per conversion decreasing means that your ad is acquiring the most relevant and engaged leads. In English, this means that your ad delivered the right message, to the right market, via the right media. meaning everyone you want to see and buy your products, IS seeing and buying your products. A lower CPC means your ad is performing optimally, being shown to your ideal clients.

5. Are my visitor’s needs aligned with what I’m offering?

• this point goes back to the avatar, the more relevant your offer is to your targeted audience, the lower your CPC will be. you need to throughly research your avatar in order to put the right offer in front of the right prospect who might actually be interested in said offer. people question what they're told, but never doubt what they conclude. if they are already in the market for baseball bats, keep selling them baseball bats.

6. Does my copy demand attention and sell the click?

• your copy needs to grab your prospect by their throat, and keep their eyes glued to your ad. the more compelling and relevant your copy is, the cheaper it will be to put your offer in front of your prospects.

7. Is my PPC strategy geared for sales?

• not all pay-per-click campaigns are geared for sales, some free lead gen magnets are meant to only bring a customer into your funnel so that you can monetize them later in the back end. It is important to keep in mind whether your ad campaign is meant to drive traffic and conversions, or simply to inform of your product and grow your audience.

8. Is my tracking in place so I can determine which keywords are

generating sales?

• you should be split-testing everything, constant R&D allows to see what works, when it works, and ideally why it works. tracking metrics is important because if you do not know what part of the ad is the one bringing in sales, it is impossible to repeat it again.

9. Is my focus on EPC (earnings per click) and sales volumes?

• Earnings per click are important because they help you understand how effective and how profitable your ad campaign is. as the name implies, they help you measure how much money you earned for each click on an ad or an affiliate link.

By asking the 9 questions above you will be able to gain clarity and keep track of your ad campaign's goals so that you can maximize your ROI and increase your conversions. Marketing is all about showing the right message to the right market via the right media. figuring out your who is the most important part of the equation. you must be a problem finder before you can become a problem solver.