Functional PPC Strategy for Evolving Businesses

Posted By on February 18th, 2021 in Pay Per Click

In today’s technology-centred world, setting up a successful campaign without the use of digital strategies is not possible. To build up a successful campaign, you need to begin with a goal-oriented strategy. A solid PPC strategy depends upon planning, executing, and optimizing the campaigns. Here are a few ways to create a successful PPC strategy.

But first, we need to understand the objective and how to achieve it.

What is your campaign objective?

Whether it is PPC or paid social program, it can consist of different goals. Sometimes your PPC goals can be easily understood, but sometimes it requires more consideration of all the options available in the organization. Some common goals include:

  • Brand awareness
  • Brand consideration
  • Leads
  • Sales
  • Repeat Sales

These goals align with the basic sales funnel: awareness, consideration and purchase. Analyzing the buyer’s journey helps move potential buyers closer to a potential purchase.


For example, in a B2B business, the process is a little longer due to researching business solutions and internal decision-makers involvement. In contrast, users could immediately purchase an eCommerce product as all the products are available online on the website, making it easier for the user to buy. Let us look at these five PPC goals and tactics to help achieve each one.

Brand Awareness

Brand awareness plays an important role in the marketing process. PPC helps us raise awareness and visibility of the product. When a user is searching for the product, and at this phase, we want to maximize exposure to a highly relevant audience where clicks can be considered.

Using PPC display ads can be effective if we use targeting like keywords, placement, in-market lists, or combinations of those factors. These targeting tactics will offer a wider reach. Social media paid ads also are highly effective for branding as there are so many targeting options available where we can target people based on their interest and demographics.

Similarly, to search for campaigns, we can target more general keywords that can be useful for branding. For example, if the business is selling a bank loan product, bidding on the “personal loan” can increase the product’s awareness. After a few days, we can monitor the cost-per-click, which can be affected due to competition and sometimes irrelevant clicks. The best way to execute this approach is to use smart keyword match types and add negative keywords.


In this phase, the user is considering buying the product, so it’s a great time to reintroduce your brand with more detailed targeting and more convincing call to action ad copy. When a buyer reaches this phase, it means they already know about the product, and now they are researching the product reviews and comparing with other brands.

This is an excellent time to remarket with banner ads or responsive ads to bring back the consumer who already viewed our product. We can also use in-market list users to reach a potential user who is actively researching the product and more likely to get converted.


When your business model doesn’t allow you to purchase the product on the website, you can collect the prospective leads to follow up with the interested prospects, and engage with them. We ask the consumer to fill the forms, request the demo and free trial. All these tactics will encourage the consumer to fill the forms to initiate the conversion. This way, we can collect the information used for PPC and paid social campaign.



At this point in the journey, the buyers have decided to buy the product or the services. It’s good to have a separate campaign highlighting the offers, warranty information, and review policy. This will reassure the buyers that it’s a good deal. We can showcase our product features and make the most of the ad by adding ad extensions in the ad copy.

We can also retarget the users who have abandoned the carts by showing them the offers or reminding them to purchase the product.

Repeat sales

PPC remarketing is a great way to improve repeat sales. Suppose the users have brought the product or service online, what if they need replacement, maintenance, upgrades or other product cross-sell or upsells. So while designing the repeat sales approach, we need to address some questions:

  • Why would the consumer repurchase the product from you? Is it because of the offer, discount, fast shipping?
  • When is the business planning to launch the new product?
  • Does the product bought by the user need maintenance or how long it will last?

Remarketing to those audiences who have already made a purchase and showing them the other related products will motivate them to purchase from you again. Also, showing discount offers is always considered to be a good motivator.

A successful PPC and social paid account should include these goals to reach out to the potential consumer and drive sales. As an advertiser after the launch of the campaign, you would continuously analyze the consumers’ behaviour and optimize accordingly for better performance.

Depending upon the campaign’s goal, you would check the attribution section or analytics to understand the user journey, which will help guarantee a successful campaign.