How to Develop a PPC Strategy?

Posted By on September 17th, 2020 in Pay Per Click

Every PPC strategy needs to start with understanding the goal behind it.

While sales will be the end goal for many businesses, companies will have different goals for their digital advertising depending on the nature of their business or the purpose of their advertising campaign. Understanding the outcome that the business needs to achieve and translating it into the right campaign goal will help in creating an effective PPC strategy. 

Below are various campaign goals and the strategies to achieve them. 

Brand Awareness

A common goal of PPC advertising is to increase brand awareness. PPC is ideal for increasing the visibility and popularity of a brand/product, and social media is one good medium to achieve this. One in three people use social media platforms, and 3.8 billion people use social media worldwide, making social platforms an excellent medium to maximize awareness. With brand awareness as the goal, Facebook and Instagram offer reach/brand awareness campaign objectives and a variety of broad audience interests and demographic targeting which will expose the ad to the maximum amount of people in your target audience.


Search ads are also another good option to increase brand awareness. Using search ads, advertisers can boost the discoverability of their brand among an audience searching within the same product category. Using broad keywords and negative keyword lists will aid with generating awareness and will prevent the ads from appearing in irrelevant searches. 

E.g., An example of a business that would seek brand awareness is a business that is well known but wants to launch their new product. Or a new restaurant that wants to announce their opening to people in the city they’re located in.

Clicks to the website

PPC strategies need to be more specific when reaching the product consideration stage. In this stage, a more challenging goal is expected from the audience. Social media here again can prove to be an effective strategy. Detailed interest targeting along with applying behaviour, life cycle stage or job title targeting will create a defined audience of people who are more likely to click or interact with the ad. Display ads can also be useful for driving clicks. When used with in-market audiences, display ads will appear to people who are interested in similar products and are in the mindset to buy. Ad communication is also key for inducing clicks. Hitting the viewer with the brand’s unique selling points along with a special offer, are a winning combination to intrigue prospective customers.

E.g., A new skincare business that wants buyers to explore their e-commerce store will seek a “clicks to webpage” digital campaign.


As mentioned in the beginning, business goals should differ based on the nature of the business. Real Estate companies will not expect a sale to occur instantly online; however, generating prospective clients is a KPI that can be achieved. One PPC strategy for generating leads is first running click-driven ads directed to the company website. From this, an audience of website visitors can be created. After populating this audience, lead form ads can follow, retargeting these highly interested prospects and increasing the chances of generating quality leads.

For this strategy to work communication again is essential. Ad creatives should contain a strong call-to-action like “Sign Up To Learn More” or “Sign Up For A Consultation”.



In order to achieve higher sales, there is always room for optimizing existing campaigns to yield higher sales. In search ad accounts, to optimize them for better sales, ensure no more than 30 keywords are included per ad group. Recognize low performing keywords in the account, taking into consideration their bid and search volumes, pause low performing keywords to use the ad budget on performing search terms efficiently.

Scan keywords also for high performing terms and optimize them by increasing the bid for these words. Also, add all match types of these keywords to the list and add them into the ad text to increase relevance. Finally, regularly review search terms and add to negative keywords to avoid paying for irrelevant clicks and overall to ensure your ads are receiving higher relevant clicks that convert into sales.