Creating a Winning PPC Strategy is…Complex.

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PPC is a complex tool for businesses to drive traffic, leads and conversions to boost your business goals. One can’t just set it up with a Google ads rep and hope for the best. Careful considerations, strategy and optimization as well as observations along the way go a long way to a meaningful result. To win, you need a winning strategy that is well planned out as well as executed.

What is a PPC Strategy?

Strategies will vary across platform by platform because each one is slightly different, requires tracking implementation for each and has different search volumes, audiences as well as differences in how ads display. Each piece from keywords to copy should be built out in a strategy but ideally using parts of your business website to guide the strategy along with your channel goals in mind. 

Why PPC is Essential in Digital Marketing

It’s a cornerstone of driving some of the below and why you should be using it in your digital marketing efforts.

  • Instant traffic: Unlike SEO, which can take months, PPC generates immediate visibility.
  • Precise targeting: Reach users based on keywords, location, device, demographics, and even interests.
  • Measurable results: Track conversions, ROI, and user behavior in real time.
  • Budget control: Spend only what you’re willing to invest, with full control over bids and budgets.

Step 1: Define Clear Goals

Start by asking: What do you want to achieve with PPC? Your goals could include:

  • Generating leads or sales
  • Increasing website traffic
  • Promoting a new product
  • Boosting brand awareness

Set goals! If you just tell an agency to get more leads without a target of acquisition in mind, that won’t usually be good enough to be effective or efficient. 

Pro Tip:

Tie PPC goals to business objectives. Have a promotion to promote? Tell your agency provider so they can highlight that in the ads, promotion extensions and various places they know they can show it!

Step 2: Understand Your Target Audience

A winning PPC strategy is built around understanding who your customers are, including:

  • Age, gender, and income
  • Geographic location
  • Online behaviors and interests
  • Keywords they search

Use tools like your own CRM data, surveys, third party tools, Google analytics to narrow your ideal customer persona’s.

Example:

If you own a daycare, you want to show up to more than likely married couples or parents with kids which can be developed and defined in the ads platforms. Keep in mind not all platforms have the same targeting options tho. 

Step 3: Choose the Right Platforms

Different PPC platforms cater to different audiences and ad formats. Here are a few of the most popular:

  • Google Ads   Best for search intent; great reach
  • Microsoft Advertising (Bing)   Lower CPC, older demographic
  • Facebook & Instagram Ads   Ideal for visual storytelling and demographic targeting
  • LinkedIn Ads   Effective for B2B and professional services
  • YouTube Ads   Perfect for video content and brand visibility

Choose platforms that align with your audience’s behavior and your campaign objectives.

Step 4: Perform Keyword Research

For search based campaigns (Google, Bing), keyword research is the backbone of a high performing strategy.

Use Tools Like:

  • Google Keyword Planner
  • SEMrush
  • Ahrefs
  • Spyfu
  • MOZ

Focus on a mix of:

  • Short tail keywords (e.g., “marketing”)
  • Long tail keywords (e.g., “affordable digital marketing services in NYC”)
  • Branded keywords (e.g., “Nike running shoes”)
  • Negative keywords to filter out irrelevant traffic

Pro Tip:

Prioritize commercial intent keywords—those that show buying interest, like “best CRM software for small businesses” or “buy hiking boots online.”

Step 5: Write High Converting Ad Copy

Compelling ad copy is what gets clicks. Focus on:

  • Clear value proposition
  • Unique selling points (USPs)
  • Strong call to action (CTA)

Example for Google Ads:

Headline: Affordable PPC Services for Small Businesses
Description: Boost ROI with expert managed Google Ads. Free consultation & tailored strategy. Call now!

Use A/B testing to compare different combinations of some of the following for example. Copy, calls to action, landing pages and promotions to see what wins over your ideal customers.

Step 6: Optimize Your Landing Pages!

Your ad might get the click, sweet! Do they do anything from there though?

Key Elements of a High Performing Landing Page:

  • Clear, relevant headline
  • Benefit focused copy
  • Visuals (images, videos)
  • Trust indicators (reviews, testimonials, badges)
  • Simple, distraction free design
  • Strong CTA (e.g., “Get a Free Quote”)

Best Practice:

Ensure messaging matches between your ad and landing page. If your ad promotes a 20% discount, the landing page should clearly show that offer.

Step 7: Set Budgets & Bidding Strategies

Start with a realistic budget based on your goals and expected cost per click (CPC).

Budget Tips:

  • Test campaigns with a small budget before scaling.
  • Allocate more to top performing campaigns or keywords.
  • Use dayparting to schedule ads when your audience is most active.

Bidding Options:

  • Manual CPC: More control, good for experienced advertisers
  • Enhanced CPC: Adjusts bids based on likelihood of conversion
  • Target CPA or ROAS: Ideal for performance focused campaigns using smart bidding

Step 8: Track, Measure, and Analyze, Repeat!

You can’t hit a target if its not defined clearly. Clicks don’t usually count alone so use some of the following tools below.

  • Google Ads Dashboard
  • Google Analytics
  • Conversion Tracking
  • UTM Parameters

Track key PPC metrics such as:

  • Click through rate (CTR)
  • Cost per click (CPC)
  • Conversion rate
  • Cost per conversion
  • Quality Score
  • Return on Ad Spend (ROAS)

Make sure you are reviewing performance with your agency on a regular basis and structure the meetings to be specific to not waste time. Your time and the agencies time is money.

Step 9: Optimize & Scale

Optimization is where the magic happens. Make ongoing improvements to:

  • Pause or refine underperforming keywords and ads
  • Test new ad creatives, headlines, and CTAs
  • Experiment with new bidding strategies
  • Refine audience targeting based on data
  • Improve landing page conversion rates

Pro Tip:

Use Remarketing, RLSA or filtered custom audiences to convert someone who clicked but didn’t convert on the first touch. They already saw your brand and ad so reengaging with them is easier and typically does have a higher return on investment if done right!

Common PPC Mistakes to Avoid

  • Not using negative keywords
  • Sending ad traffic to your homepage instead of dedicated landing pages
  • Ignoring mobile optimization
  • Failing to test different ad variations
  • Neglecting ongoing performance analysis

Final Considerations

Coming up with a winning PPC strategy isn’t done overnight, but seeking help from an experienced PPC agency is a good first step to save time, money and leverage their experience running ads campaigns as well as developing and deploying a winning PPC strategy. Contact a PPC management agency like us to get started!

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