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How to Develop Your PPC Strategy


You need to grasp what you want to accomplish.

What is your goal?

A PPC Strategy will truly consist of many different goals

Sometimes your PPC goals are obvious, but generally this may need more consideration.

The most common PPC goals include:

  • Brand awareness
  • Product and brand consideration
  • Leads
  • Sales
  • Repeat sales

Each one of these goals also aligns with the essential sales funnel: awareness, consideration, and purchase.

As an advertiser, you must closely examine the sales funnel for your business and customize accordingly.

For example, a B2B business could have a way longer sales cycle due to the method of researching business solutions and the internal decision makers involvement.

In contrast, a shopper e-commerce product might be immediate or a few hours from clicking on a PPC ad.

Let’s take a glance at each of these 5 PPC goals and ways that may assist you accomplish each one.

Brand Awareness

PPC is usually used for brand awareness to introduce and raise the visibility of a brand or product.

At this part, we want to maximize visibility to a highly relevant audience, with hopes clicks can result in leading to the consideration part.

Using PPC display ads may be effective if the targeting is on-topic by using keywords, topics, relevant placements, or combination of these.

These targeting tactics are the most general but will offer a wider reach.

Social media PPC ads are a decent choice for branding since there are such a lot of targeting choices based on demographics and interests.

Similarly, search campaigns with more general keywords can be effective for branding.

The downside of this approach is that you will often see higher cost-per-clicks and sometimes irrelevant clickthrough’s.

The best way to execute this approach is with sensible keyword match types and use of negative keywords.

Product & Brand Consideration

In this phase, when users are considering and researching a purchase, it is a great time to reintroduce the brand with more detailed targeting and stronger call-to-action language in the ad copy.

When shoppers hit the considerations section, generally their search queries can become more elaborated and specific. they may search for brands and product combos to research, compare, and browse reviews like ‘Samsung 43” TV’ or ‘LG 43” tv’.

This is a decent time to use remarketing with banner or responsive ads to bring the consumer back to the product they viewed.

Another wonderful form of targeting is the in-market list which consists of users whose on-line behavior and action has indicated they’re in the market to buy.


When you can’t make a sale instantly or on-line, you wish to gather leads to follow up with interested prospects and interact them in a conversation.

Callstoaction may be:

  • Request a demo.
  • Get a consultation.
  • Free trial.

All of these ideas are meant to entice the user to call or fill out an online web form.

How the lead is followed-up on can vary for every business, but currently you have got data that may be used for PPC customer match campaigns.


Consumers who are ready to make purchase tend to use words in their search queries that indicate higher intent. this will embrace things like:

  • Model numbers.
  • Shipping information.
  • Discounts.
  • Coupons.
  • Financing.

It is sensible to possess separate campaigns that address this phase by highlighting offers, guarantees, warranty information, or your return policy. This reassures consumers that your business is the one to buy from.

Make full use of your ad copy and ad extensions. Also, try cart abandonment ads and re-marketing ads that show the product the user viewed.

Remember to set up the remarketing campaigns so that they are no longer targeted after the purchase.

To do this, set up a “purchasers” list. Exclude that list from the campaign. You will also need it later for repeat sales.

Repeat Sales

PPC is a wonderful way to garner repeat sales if your product or service wants replacement, maintenance, accessories, upgrades or alternative product cross-sells or up-sells.

In designing the repeat sales approach, raise a few questions:

  • How long does the product last or need to be replaced?
  • Is there a new and improved model coming out?
  • Does the consumer buy multiples?
  • Are there any opportunities to cross-sell accessories or complementary products?
  • What would motivate the consumer to re-purchase from you? Brand loyalty? Fast shipping? Unique features?

Use PPC remarketing and customer match to reengage previous customers with messaging aimed at what would motivate them to purchase from you again.

Similar to the sales section, coupons and discounts are invariably sensible motivators.


A solid PPC account should include varied goals designed to succeed in and lead the consumer down the sales funnel to buy.

It might be useful to examine this in a chart that contains goals, keywords themes, key messaging, and landing page to urge organized and ensure all of the bases are covered.

After launch, review the results and determine a way to optimize and allot budgets.

Check the “Attribution” section of the PPC platform or analytics to check campaign methods and assisted conversions to help guide moving forward with a thriving account.

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