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The situation, objectives, strategy, tactic, action, and control (SOSTAC) model is one of the revolutionary strategies that can drive massive growth in your pay-per-click (PPC) campaigns.
In fact, the model is widely regarded as the blueprint of success by search engine marketing gurus across the world.
The model is goal-driven and can help you keep track of metrics, especially those tied to strategic business goals. Besides, it’s aligned with Kaizen practices (continuous improvement).
And this means if you continually optimize your campaigns by 1% for a year, your ROI will balloon by a whopping 3,778%.
To enjoy the SOSTAC model’s benefits fully, you need a tool to keep you informed via a stream of easy-to-digest and real-time insights.
It turns out there’s an AI and data driven decision making application that can save you time by providing you with real-time risks and opportunities insights before they happen in your PPC campaigns. More so, the aforementioned tool is aligned with the SOSTAC model and Kaizen practices.
Yes, you read that right.
In this blog, you’ll learn:
Before going into optimization of PPC, lets’ have some more understanding about SOSTAC model.
In the 1990s , an economist named PR Smith created one of the game-changing models in digital marketing called the SOSTAC.
The aforementioned model is considered reliable, especially in creating a marketing strategy. The applicability of this model to various business operations marketing strategies has grown over the years with slight improvements.
It’s now paramount for a business to understand the SOSTAC model and execute it. The SOSTAC model stand for the following:
You can use the SOSTAC model to forecasting the performance, especially in marketing.
Besides, it empowers you to track key metrics of your marketing campaigns.
Check out the six phases of the SOSTAC model:
The marketing team is guided by the need to answer the following question: where are you now?
To answer the question mentioned earlier, check out the pointers below for help.
Search terms and Google Trends data provides information on whether the target market is interested in buying your offerings. The first task to conduct in this stage is keyword research.
One of the key metrics to consider is the impressions received by the keywords you’ve narrowed down.
If your objective is brand awareness, then the SOSTAC example guides you in achieving a productive impression share for your keywords.
The marketing team is guided by the need to answer the following question: where do you want to be?
In the overall context, this is what you’ve already described under your business’s mission/vision statement. We recommend you follow the following guidelines, especially when formulating the digital marketing plan:
If your target is brand awareness we suggest you focus on impressions value. On the other hand, if your audience already knows your brand, focus on google ads conversions.
The marketing team is guided by the need to answer the following question: how do you get there?
To answer the question above, explore the pointers below.
The marketing team is guided by the need to answer the following question: how exactly do we get there?
You can only answer the question if you know the following:
The marketing team is guided by the need to answer the following question: what is our plan?
A comprehensive digital marketing plan based on SOSTAC model has the following:
The marketing team is guided by the need to answer the following question: what are we monitoring?
Control also involves re-modifying tactics and actions when the goals are not attained. In other words, it’s a form of a risk mitigation process.
Below are the significant steps under the control phase:
Automation is one of the innovative ideas you can use to shape your strategy without spending hours tediously updating scope, timing, and targeting.
Leverage third-party applications to do the hard work for you.
Remember, it’s almost impossible to keep an eye on every change in your marketing campaigns. Automate some of the most time-consuming activities related to managing pay-per-click (PPC) marketing campaigns.
Without an AI-driven marketing strategy tools, you’ll have to spend an exhausting amount of time analyzing your search engine marketing (SEM) data for opportunities and risks hidden within the ever-changing stream of numbers.
This is where PPC Signal comes in.
So what is PPC Signal?
PPC Signal is designed ground-up purposely to help you optimize your Google Ads campaigns.
Besides, this iconic time-saver is designed purposely to help you implement data-driven strategies at an affordable price.
PPC Signal uses artificial intelligence technology to automatically monitor your pay-per-click (PPC) data for changes significant enough to require your action.
The changes as mentioned above can be categorized as:
A shift occurs when a series of consecutive data points fall above or below the norm. On the other hand, outliers are single data points that fall way above or below the standard deviation line. Trends are the relatively long-term up and downswing movement of a particular phenomenon.
These noteworthy changes are presented as signals and each signal is labeled as either a risk or an opportunity.
Take a look at a PPC Signal dashboard, as shown below.
Let’s explore the insights provided by PPC Signal, as shown above.
Key insights are denoted as risk or opportunity using red and green colors, respectively. In screenshot above you can only see red but if you will scroll down or filter your results in real-time then you will see the different signals too.
In the last 28 days, the cost per conversion (depicted by red color) has been on the rise, which is a risk. And if left unattended, it can easily drain the google ads budget.
PPC Signal provides you with the ability to filter your signal (risk or opportunity) based on different parameters like:
The blue Explore button provides more details about a signal using charts and additional information.
More so, can easily bookmark a signal for later reference by clicking the Bookmark button.
You can also explore the signals provided in visual form to gain in-depth insights. Besides, you can easily forecast the occurrence of a risk or an opportunity by extrapolating the chart.
PPC Signal help you to take actions from this tool which can directly impact your campaigns. You can change the bid, pause the campaigns and do much more.
But actions should be based on your own analysis based on the results provided by PPC Signal.
The SOSTAC is a game-changing methodology widely used in formulating marketing plans for success.
The methodology stands for:
Situation Analysis is a process that can help you identify opportunities and challenges, both internal and external, to your brand or its offerings.
Besides, you can use the methodology to define the scope of a problem affecting your target market. Situation analysis is aligned with the SOSTAC model.
The situation, objectives, strategy, tactic, action, and control (SOSTAC) model is one of the revolutionary strategies you can use to drive massive growth in digital marketing campaigns, such as pay-per-click (PPC) campaigns.
Well, there’s an AI-driven application that can save you time by providing you with real-time insights about risks and opportunities yet to come. The aforementioned tool is aligned with the SOSTAC model and Kaizen practices.
So what’s the name of the tool?
PPC Signal is one of the leading AI-driven applications whose goal is to help you save time and other resources, especially if you run pay-per-click campaigns. It uses advanced algorithms to automatically detect opportunities and risks in your Google Ads campaigns.
No matter how complex or paralyzing your data is, PPC Signal provides actionable observations about positive and negative changes occurring in your marketing campaigns.
You can check the live demo of PPC Signal and can also subscribe for 7-days trial to use this tool to analyze your campaigns by exploring hidden patterns and opportunities.
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