How to Develop PPC Strategy

If you wanna make a successful PPC campaign you need to use strategies. Before develop PPC strategy, firstly you need to clear what do you want from campaign. Which means the fact that what is your goal. A PPC or paid social program can have many goals. Sometimes it can be obvious and sometimes you need to consider options that available to your company. Some of the most common PPC goals are given below.

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

There are 3 basic sales funnel. They are awareness, consideration, and purchase. All above goals work together with these sales funnels. You need to examine the sales funnel for your business and then customize your paid media programs according to them. Now take a look at above PPC goals one by one. They will lead you to develop PPC strategies.

Brand Awareness

PPC helps to introduce new brand and improve visibility of your product or brand. But it’s important expose them to a highly relevant audience. If you target on-topic by using keywords, topics, relevant placements in-market lists, or use a combination of them, you will be able to use PPC advertising effectively.

Using targeting tactics will offer a wider reach. There are many targeting options in social media based on demographics and interests. Therefore using advertising in social media will be a good option for branding.

Search campaigns with general keywords can be also useful in branding. For example, if a company sells scuba equipment. They bidding on “scuba gear”. What would be the result. It will make brand awareness for sure. But you will often see higher cost-per-clicks due to competition.  Sometimes irrelevant click-throughs can be caused for it. Therefore using smart keyword match types for this approach will give you best results.

Product and Brand Consideration

When people are looking for make a purchase, you can reintroduce your brand with detailed targeting and more persuasive call-to-action language. When consumers reach the consideration stage, their searches tend to become more detailed and specific. You can search for brands and product combinations to find, compare and read reviews like “Samsung 50 TV” or “LG 50 TV”. 

Now is a good time to use remarketing with a banner or responsive ads to help bring the consumer back to the previously viewed product. Another great form of retargeting is an in-market list, made up of users whose online behavior and actions indicate they are in the market to buy something.

Leads

When your business model doesn’t support online sales or when it doesn’t support immediately, you need to collect leads to develop PPC strategy. Calls-to-action might be,

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

All of them make user to call or fill out an online web form to start conversions. The way to follow leads is different from business to business. But you have already got  information that can be used for PPC and paid social campaigns.

Sales

People who are wanna make a purchase use keywords in their queries that show their intent to make a purchase. It can include things like below.

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

It’s better to have different campaigns that address the same phrase, to highlight offers, guarantees, warranty information, or your return policy. You can also use cart abandonment ads and remarketing ads which show the products that the user viewed. Make sure your campaign not to target the people after making their purchase. You can do it by making a “purchasers” list and exclude them  from the campaign. You will need that list later for repeat sales.

Repeat Sales

If your product or service needs replacement, maintenance, accessories or  upgrades, PPC will help to get repeat sales. If you wanna make other products cross-sells with your products or up-sells, this methods is better also. Ask below questions to design the repeat sales approach.

• How long does the product last or how long it need to be replaced?
• Is there a new and improved model coming out?
• Does the consumer buy multiple products?
• Are there opportunities to cross-sell accessories or are there opportunities  for complementary products?
• What would motivate the consumer to purchase from you again? Brand loyalty, fast shipping or  unique features?

You need to use PPC remarketing and customer match to motivate them to purchase from you again. Sales phase, coupons and discounts also be good motivations to make them purchase from you. A PPC and paid social account should need to follow above goals to improve your marking of your business. You can make a chart that consist with all the bases like goals, keywords themes, key messaging, and landing pages to get organized and make sure them to cover.

After launch your campaign  you can review the results and determine the way to optimize and make changes in budget. You can get some idea about campaign paths by checking the “Attribution” section of the paid media platform or through analytics. All the things we discussed will lead to develop PPC strategy.

Frequently Asked Questions

What is PPC advertising?

PPC or pay-per-click is a type of internet marketing. Advertisers pay a fee each time one of their ads is clicked. You only need to pay for advertising if your ad is actually clicked on. It drives website organic traffic.

Why do PPC campaigns fail?

A good PPC campaign need consist of several ad groups. Each ad groups customize according to its respective keywords. Stuffing many keywords into the same ad group is caused for failure. If your ads is lack relevancy, causing a lower click-through rate (CTR) and lower Quality Score.