PPC Strategy

PPC Strategy Development

What’s in a strategy, and why is it important?

After consulting with you to learn about your situation and requirements, we’ll develop a PPC strategy for you. A PPC strategy is essentially your ‘play,’ which is usually multi-phased and multi-pronged. In other words – your PPC strategy is seldom one tactic, and it is ever-evolving with a six-month rolling roadmap.

PPC Strategy Development

This is not as complicated as it might sound. Let’s say you’re a new business, and you sell organic coffee online. Your starting play might be Google Shopping ads to ‘move product’ to people searching on Google for organic coffee. Once you master that phase one, you’ll want to move on to step two to target coffee lovers with video ads on Facebook and YouTube to grow your brand and following.

Setting your strategy boils down to identifying the right ad platforms, campaign types and ad budget, with a clear rationale and business objectives. Your PPC (advertising) strategy is also dependent on many other elements of your online marketing and business operations, all of which must be considered. Without considering all of these broader implications, you risk thinking and acting tactically, which often results in wasted ad budget and missed opportunity. It is effortless to get your strategy wrong, but just as easy to get it right if you have the proper education and support.

With decades of experience in our team and many hundreds of clients, we are well-versed at identifying the right strategy for every business we meet, whether you’re a fledgling small business or a multi-national large corporation.

Getting started with your PPC advertising strategy

Imagine you don’t yet have a PPC strategy, and there are two doors in front of you, marked door #1 and door #2.

Door #1 is all about servicing demand:

  • Are people searching on Google, Bing or YouTube for your product or service? The answer to this question is easily found during our research and consultations with you.
  • If yes, would you like to service that demand? Would you like to get in front of these people and offer your product or service?
  • If yes, this means you’ll want to do Google Search or Shopping, backed up by Remarketing to hoover up missed leads or transactions.

Door #2 is all about creating demand:

  • Do you want to build brand awareness and consideration?
  • Do you want to play a longer-term game of building a following, educating or assisting your target audiences, and turning them into a customer when the time is right?
  • If yes, this means you’ll want to do things like Google Display, YouTube Video Ads, or Facebook and Instagram Ads.
  • These ads probably won’t go ‘straight for the kill’ rather. They’ll provide tips, guides, ebooks, whitepapers, or perhaps encourage users to attend an event or webinar.

Eventually, you’ll want your PPC strategy to encompass all possible options behind both door #1 and door #2, since they feed off of each other in a never-ending loop, but most often you’ll want to start small with one door and add elements on like building blocks in the future. In collaboration with you, we’ll do the research and help you to identify the best strategy and budget for your needs, situation and ambition.

Frequently Asked Questions

How soon does PPC deliver results?
PPC campaigns typically reach performance within 90 days. Whilst the effects of PPC are immediate (you’ll see your ads, you’ll get traffic, you’ll get conversions), it takes time to optimize and refine them to reach peak performance. Consider all the factors at play such as target audiences, keywords, ad creative, landing pages, calls to action, devices, time of day, day of the week, target gender, target income-level, target marital status and much more. They all have different performance characteristics, and the optimization process is all about building data and honing in on your sweet spots.

How do I determine my PPC budget?
PPC campaigns are very forecastable, meaning it’s possible to research the potential for a campaign’s reach. It is also possible to examine the potential cost of that reach. Then you simply work out your minimum viable budget, which refers to how much you have to spend to reach a meaningful amount of your total potential audience. Alternatively, you might want to be more aggressive and budget for a more significant portion of the possible audience sooner.

What if I get my PPC strategy wrong?
It is probable that even with the best expertise in the world, elements of your strategy will be ‘wrong,’ and that’s OK, as long as you know how to monitor and tweak things appropriately to get maximum ad dollars in the right place.

If you get it completely wrong, catch it before it gets out of hand and change direction, and be thankful for the learning (after all, knowing what not to do is often as valuable as knowing what to do).

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