{"id":640359,"date":"2024-10-01T16:00:00","date_gmt":"2024-10-01T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-create-a-roadmap-for-your-ppc-clients\/"},"modified":"2024-10-01T16:00:00","modified_gmt":"2024-10-01T13:00:00","slug":"how-to-create-a-roadmap-for-your-ppc-clients","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/","title":{"rendered":"#How to create a roadmap for your PPC clients"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e3828488d6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e3828488d6\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/#Learn_the_six_stages_to_building_a_PPC_roadmap_that_delivers_business_outcomes_from_setting_goals_to_scaling_and_continuous_optimization\" >Learn the six stages to building a PPC roadmap that delivers business outcomes, from setting goals to scaling and continuous optimization.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/#1_Establish_your_roadmap_goals\" >1. Establish your roadmap goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/#2_Learn_from_the_past\" >2. Learn from the past<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/#3_Learn_from_the_present\" >3. Learn from the present<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/#4_Measure_measure_measure\" >4. Measure, measure, measure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/#5_Test_and_learn\" >5. Test and learn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/#6_Scale_and_improve\" >6. Scale and improve<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-create-a-roadmap-for-your-ppc-clients\/#Final_thoughts\" >Final thoughts<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Learn_the_six_stages_to_building_a_PPC_roadmap_that_delivers_business_outcomes_from_setting_goals_to_scaling_and_continuous_optimization\"><\/span>Learn the six stages to building a PPC roadmap that delivers business outcomes, from setting goals to scaling and continuous optimization.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nCreating a roadmap is one of the most impactful initiatives we undertake for our clients. This comprehensive project offers significant benefits, regardless of the business\u2019s growth stage. <\/p>\n<p>Whether we\u2019re working with a seed-stage startup or managing an enterprise-level PPC account, the primary goal is to outline strategic steps that drive marketing and broader business outcomes.<\/p>\n<p>At my agency, we typically follow a six-stage process for developing roadmaps:<\/p>\n<ul class=\"wp-block-list\">\n<li>Establishing the goals of the roadmap.<\/li>\n<li>Learning from past marketing efforts.<\/li>\n<li>Analyzing the current competitive landscape.<\/li>\n<li>Setting up measurement systems.<\/li>\n<li>Implementing a test-and-learn structure.<\/li>\n<li>Planning for scale.<\/li>\n<\/ul>\n<p>Let\u2019s take a closer look at each of these stages.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-establish-your-roadmap-goals\"><span class=\"ez-toc-section\" id=\"1_Establish_your_roadmap_goals\"><\/span>1. Establish your roadmap goals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To create an effective roadmap, the first step is to clearly define the primary business goal we want to prioritize. <\/p>\n<p>This goal could be focused on increasing revenue, building pipeline or acquiring new customers. It serves as the guiding star on our roadmap, directing our efforts and strategies.<\/p>\n<p>From there, we establish the KPIs that lead to the business goal. That could look like:<\/p>\n<ul class=\"wp-block-list\">\n<li>Session volume target.<\/li>\n<li>CPC target.<\/li>\n<li>CTR target.<\/li>\n<li>CVR target.<\/li>\n<li>CPA target.<\/li>\n<li>ROI target.<\/li>\n<li>Etc.<\/li>\n<\/ul>\n<p>Because the roadmap incorporates a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a> of steps, measuring and reporting on those steps is important. <\/p>\n<p>From a communication standpoint, the outcomes of a shared roadmap are transparency into performance and progress over time, with owners clearly defined for each step and synchronization between teams.<\/p>\n<p>Even in a single-channel campaign with creative, bidding\/targeting and lift tests to measure incrementality, there can be several owners.\u00a0<\/p>\n<p>Roadmaps are always important, but they become absolutely critical with more campaign complexity.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>5 ways to align PPC campaigns with business objectives<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-learn-from-the-past\"><span class=\"ez-toc-section\" id=\"2_Learn_from_the_past\"><\/span>2. Learn from the past<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This step depends on account maturity and history.\u00a0<\/p>\n<p>Startups will find it less useful, although all historical data (no matter how shallow) should be considered.<\/p>\n<p>For all kinds of accounts, a roadmap\u2019s second stage should be about gathering learnings from past marketing efforts. These include:<\/p>\n<ul class=\"wp-block-list\">\n<li>An audit of campaign set-up and strategy that uncovers findings like lost impression share due to budget.\u00a0<\/li>\n<li>In-platform analysis of keywords, ad groups, landing pages, etc.<\/li>\n<li>CRM analysis of lead stages, customer journey gaps and weaknesses, personas and lifetime value (LTV).<\/li>\n<li>Any relevant GA reports showing customer journey weaknesses and opportunities.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>7 tips for conducting Google Ads audits<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-3-learn-from-the-present\"><span class=\"ez-toc-section\" id=\"3_Learn_from_the_present\"><\/span>3. Learn from the present<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This step is highly relevant for all stages of growth. It\u2019s important to get a snapshot of the current state to provide additional context for the historical learnings you just gathered.<\/p>\n<p>A study of the present landscape includes:<\/p>\n<ul class=\"wp-block-list\">\n<li>Market analysis (which focuses on customer needs and challenges).<\/li>\n<li>Competitor analysis (market share, positioning and channel presence).\u00a0<\/li>\n<\/ul>\n<p>Taken in aggregate, it should help you spot areas where your client can gain traction with both short- and longer-term strategies.<\/p>\n<p>One step to include at this stage is reviewing Google\u2019s automated campaign recommendations. Use a critical eye, but keep an open mind \u2013 not all of them are bad.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to benchmark PPC competitors: The definitive guide<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-4-measure-measure-measure\"><span class=\"ez-toc-section\" id=\"4_Measure_measure_measure\"><\/span>4. Measure, measure, measure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As we\u2019ve probably beaten to death by now, a roadmap is a journey to an ultimate goal. This means that measuring progress and course-correcting along the way is an absolutely foundational piece.<\/p>\n<p>The measurement systems we set up include:<\/p>\n<ul class=\"wp-block-list\">\n<li>In-platform tracking (Google, Meta, LinkedIn, etc.).<\/li>\n<li>Google Analytics 4 tracking.<\/li>\n<li>UTM configuration.<\/li>\n<li>Cross-channel dashboarding.<\/li>\n<\/ul>\n<p>The goal of all of these systems is not just to learn what worked; it\u2019s to make better decisions about budgeting going forward.\u00a0<\/p>\n<p>At this point, some clients will have enough data (two years\u2019 worth) to fuel <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> mix modeling analysis and help with budgeting decisions.\u00a0<\/p>\n<p>Many won\u2019t, but in that case, our measurement work will build a foundation that will enable MMM analyses in the future.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to evolve your PPC measurement strategy for a privacy-first future<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-5-test-and-learn\"><span class=\"ez-toc-section\" id=\"5_Test_and_learn\"><\/span>5. Test and learn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With measurement systems in place to see how things are working, it\u2019s time to start testing.<\/p>\n<p>Set up:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Creative testing <\/strong>to identify the types of ads and messages that do well with your target audiences.<\/li>\n<li><strong>Landing page testing <\/strong>to identify the design elements that work well with your target audiences.\u00a0<\/li>\n<li><strong>Channel expansion testing <\/strong>when you suspect there\u2019s an opportunity to find new audiences on other platforms.<\/li>\n<li><strong>Lift testing<\/strong> (we like geo lift testing, in particular) to measure which initiatives are truly incremental and reallocate budget according to the results.\u00a0<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Incrementality testing in advertising: Who are the winners and losers?<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-6-scale-and-improve\"><span class=\"ez-toc-section\" id=\"6_Scale_and_improve\"><\/span>6. Scale and improve<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The chart below shows our standard timelines for the initiatives mentioned above, but a few of those initiatives are set up once and then locked forever.\u00a0<\/p>\n<p>We\u2019re always looking for new tests to run, we run analyses like MMM and lift tests (and market\/competitor research) at regular intervals, we\u2019re in our accounts every day looking for optimization opportunities, etc.<\/p>\n<p>Even if we\u2019re knocking our overall goals out of the park, there is always room to be more efficient or find more scale (sometimes you can manage to do both, though it\u2019s very difficult).<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"826\" alt=\"Paid search roadmap - Sample spreadsheet\" class=\"wp-image-447064\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-600x310.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-800x413.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-200x103.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-768x396.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-1536x793.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"826\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet.png.webp\" alt=\"Paid search roadmap - Sample spreadsheet\" class=\"wp-image-447064\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-600x310.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-800x413.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-200x103.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-768x396.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Paid-search-roadmap-Sample-spreadsheet-1536x793.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<p>That\u2019s the beauty and the challenge of marketing \u2013 you never really reach the end journey, not as long as your client\u2019s business is up and running.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts\"><span class=\"ez-toc-section\" id=\"Final_thoughts\"><\/span>Final thoughts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This roadmap is specific to PPC, but other marketing initiatives (social, SEO, email\/lifecycle, content, etc.) should have similar systems to track their progress toward business goals.\u00a0<\/p>\n<p>One of the biggest challenges in marketing is to make sure that those initiatives are all working together, not redundantly or in silos \u2013 which is a topic for another article.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Un-silo your PPC campaigns: 4 tactics for more cohesive marketing<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Ben Vigneron\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/Ben-Vigneron.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/Ben-Vigneron.png.webp\" alt=\"Ben Vigneron\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Ben Vigneron<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\"><\/div>\n<p>                        Ben Vigneron is a seasoned marketing analyst and product analytics leader with a startup culture. Ben was listed as one of the best eCommerce PPC Experts by PPC Hero in September 2014, and spoke multiple times at the Search Marketing Expo (SMX) in Europe and the USA. With a vision to change the way marketers think and operate, Ben and his team work with leaders and organizations to bring data to the center stage, and help make more informed decisions. After more technical training at Adobe, and years of experience with advertisers in the Bay Area at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.blackbirdppc.com\">Blackbird PPC<\/a>, Ben has uncovered remarkable patterns about the incremental effectiveness of paid advertising through search, programmatic, and social initiatives.                 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/create-roadmap-ppc-clients-447062\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn the six stages to building a PPC roadmap that delivers business outcomes, from setting goals to scaling and continuous optimization. Creating a roadmap is one of the most impactful initiatives we undertake for our clients. This comprehensive project offers significant benefits, regardless of the business\u2019s growth stage. Whether we\u2019re working with a seed-stage startup&#8230;<\/p>\n","protected":false},"author":1,"featured_media":640360,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-create-a-roadmap-for-your-PPC-clients.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[107942],"class_list":["post-640359","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/640359","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=640359"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/640359\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/640360"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=640359"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=640359"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=640359"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}