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I PPC'd in-house for 5-6 yrs, this was my battle plan. I looked at our industry as a catalogue shopping experience, so a win for me was shoppers that engaged & returned to my site. Every ad had to deliver engagement stats that were within 50% of my direct visitor stats (Bounce, Time on Site, # pgs viewed & return rate.). Also...--No ad landed on a VDP, they landed on a SRP or a SEM landing page. --I considered "distance from my store" to be a top KPI, so bucketed ad campaigns by GEO and managed them separately. HTH
I PPC'd in-house for 5-6 yrs, this was my battle plan.
I looked at our industry as a catalogue shopping experience, so a win for me was shoppers that engaged & returned to my site. Every ad had to deliver engagement stats that were within 50% of my direct visitor stats (Bounce, Time on Site, # pgs viewed & return rate.).
Also...
--No ad landed on a VDP, they landed on a SRP or a SEM landing page.
--I considered "distance from my store" to be a top KPI, so bucketed ad campaigns by GEO and managed them separately.
HTH
