October 16, 2019

Custom Goals For Your Business’s PPC Software

By Chris Fitkin | CTO/Co-Founder

Optimizing your business’s digital advertising performance is only as good as the goals you set and choose to chase. The specific goals and metrics you prioritize will determine not only how you set up your campaigns, but how you track their performance and how you weigh your optimization decisions.

The same goes for the goals used in your PPC optimization software. If you’re relying on standardized goals that are uniform across all types of campaigns, your tool is bound to generate some fairly “standardized and uniform” suggestions for you to work on.

Customizing your own goals within your PPC software will help your tool build, track, and optimize your campaigns in regards to the specific goals you want to achieve. This will help avoid blind optimization and – more importantly – keep your digital eyes locked on your north star metric, where it matters.

Whether you’re running a lead gen, SaaS, or eCommerce business, your campaign goals should be specific to your business type to maximize the results from your digital ads. As a lead gen business, your goals are likely set to optimize cost per lead and lead volume. As an eCommerce business you should be trying to increase your ROAS (Return on Ad Spend) and growing sales volume.

And as a business owner or manager, no one knows these numbers better than you. This may seem obvious, but not every campaign is built with this in mind, and not every PPC software tool takes this into account.

Kite’s custom goals tool allows you to set goals that are custom tailored for your business. Using your goals as the benchmark for success, Kite can identify which campaigns, ad groups, ads, keywords, and modifiers to change and improve. You’ll save money and time – not to mention improve performance by quickly focusing on the areas of your campaign that need the most attention.

How It Works

Customizing your PPC software’s goals to track and optimize towards your own specific KPIs isn’t as complicated as you might think. In fact, it’s just a matter of a few steps in Kite’s simple interface. You can read up on the quick step-by-step below. 🙂

1) Choose Between Optimization For Conversions Or Revenue

For businesses that focus on leads or sign ups, optimize for conversions. Businesses that are driven by sales should optimize for revenue.

2) Set Goals Based Off Conversion Cost, Conversion Volume, Revenue, Or ROAS

Within conversion goals, you may be optimizing for a specific cost per conversion, like $100 per lead. Or you may be more familiar setting a goal of 1,000 conversions and a monthly budget of $10,000.

Kite will use this information to then calculate your goals as they apply to campaigns, ad groups, keywords, and other performance metrics. The process works the same for Return on Ad Spend (ROAS) or total revenue goals.

3) Run A New Kite Report And Get Recommendations Customized For Your Business Goals

Now that you’ve given your business goals to Kite, run a new Kite Report. Kite will use this data when analyzing dozens of different performance and structure based insights to generate hundreds or thousands of recommendations for improvements.

These recommendations are now customized to your business and will help you move the needle toward your goals. So, what are you waiting for? Get started already!

Start Setting & Optimizing Your Custom Goals

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Chris Fitkin


Chris brings two decades of development experience to the team and a passion for creating great software. He has also spent time in agency trenches and bridges the divide between PPC strategy and API wizardry.

In his spare time he eats vegetables and runs marathons. And no Chris, vegan donuts do not count as a health food.