For businesses that aren’t convinced about the success of PPC, you have to know what the PPC campaign objectives are and why it is important as part of your marketing efforts. What is PPC? PPC (pay-per-click) is a model of digital advertising that’s actually used across a wide range of internet platforms. 

Read also: What Is Pay Per Click Advertisement And How It Works

Applying the objectives of a PPC campaign example can help you achieve marketing goals, other than just profits. PPC supplements goals including but not limited to: brand exposure, leads, content downloads, contests, newsletter sign-ups, website traffic and of course conversions.

When strategizing for campaigns, you need to identify your personal company objectives, and how they relate to PPC. One company may just be looking for ways to get more eyes on their website and its content. While another may be making a huge sales push.

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Why Is It Important?

The main benefit of this style of marketing is that it’s widely considered to be one of the most successful forms of online advertising. Here is why the PPC campaign is important.

It Can Give Results Immediately and Consistently

It is arguably the single greatest draw for using PPC. Unlike search engine optimization that focuses on organic traffic growth, PPC advertising can give marketers results as soon as their ads go live practically overnight.

This is why PPC is important for businesses that are particularly interested in generating revenue quickly or taking advantage of a very short-term marketing window (such as for special events, product launches, holidays, seasonal sales, etc.). 

Read also: The Benefit of Using Pay Per Click Advertising Malaysia

In fact, for broad advertising strategies PPC is important as the core part of a short term & long term digital marketing strategy.

PPC Contributes to Your Business Goals and Revenue

This might seem obvious, but another reason why PPC is important is that it directly contributes to a business’s primary KPIs and can directly (and measurably) bring in revenue. Afterall that’s the whole point.

Most PPC platforms have KPIs built in as campaign SMART goals for PPC, allowing businesses to target specific business goals:

  • Search engines ads can be designed to generate: sales, leads, website traffic, brand awareness, app downloads, off-line conversions, session duration, and a lot more.
  • Social media platforms like Facebook, Instagram and LinkedIn offer similar objectives like brand awareness, product sales, video-views, messages, app downloads, post and engagement.

This is a huge part of why using PPC advertising is so important for businesses that exist online. Major ad platforms are built around the entire purpose of helping businesses grow online with a range of ad styles that are built around your specific goals.

It’s One of the Most Successful Forms of Digital Marketing

The numbers speak for themselves, as one of the most common styles of online advertising, PPC topics is also one of the most successful. 

Data from Statista shows that out of all forms of online marketing, search PPC ranks highly with as much as 20% claiming it offers them the highest ROI out of any digital marketing strategy.

Search engines and social media platforms are a defining part of internet use. Almost every web user regularly interacts with one or both of these parts of the internet. 

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To ignore PPC would mean ignoring a crucial part of internet shopper behavior. Three-fourths of people (75%) say that search ads make it easier to find the information they are looking for.

PPC is effective enough that 79% of brands say that it is a huge driving force for their business. This level of results is why PPC is important and its why using PPC advertising is crucial to keeping up with competitors most likely they are already doing it.

How to Set Goals for Your PPC Campaigns?

How to run a PPC campaign? Pay-per-click (PPC) advertising is one of the most effective ways of getting website clicks. Done right, it can be what sets you apart from the competition, earning you the ROI (return on investment) you crave. Here are the tips on how to set goals for your PPC campaign.

Assess Your Business Needs

Considering your business needs will also help identify your goals for your PPC campaigns. What are you trying to achieve from your paid search objectives ads? Why do you think your business needs a pay-per-click strategy? 

Answering these questions puts you in the right direction when creating a PPC plan that aligns with your business goals.

Define Achievable and Challenging Goals

Set clear, specific and realistic PPC goals. On the flip side, SMART goals advertising should be challenging and may involve complex steps to achieve. If the goals are too easy, what’s the point? 

Each goal should inspire you and your team because it’s challenging but with the strategic planning and data-driven solution (and a bit of tenacity), it’s totally achievable.

Establish Short- And Long-Term Goals

In PPC, you can set goals for any timeframe. They could be weekly, bi-weekly, monthly, quarterly or annually depending on the scope of your campaigns. 

Establishing goals for these timeframes is ideal for PPC campaigns. Short-term goals create benchmarks for a wider scope or high-level accounts. On the other hand, long-term goals determine the overall performance of your pay-per-click strategy.

Analyze Goal Performance

Analyzing goal performance is vital to every digital marketing agency campaign. Don’t just focus on hitting the goal. You also need to determine why or how you achieved the results. The same thing goes for objectives you didn’t hit. 

Find out the root cause and how to resolve them. Remember, learning is the best thing you can get from this process.

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Common PPC Goals: Which One Is Best for Your Business?

Implementing a pay-per-click (PPC) campaign is one of the most effective ways to boost your brand presence and get new leads. Here are the most common PPC goals and which one is the best for you.

Boost Site Traffic

One of the advantages of PPC advertising is you can easily quantify the results of your campaign by looking into the number of clicks and impressions your ads receive. You can also set the target number of impressions you want to reach daily or weekly. 

Gauge brand awareness by referring to the click-through-rate (CTR), which allows you to see the volume of engagement for your current Google ads.

Increase Sales or Leads

If your goal is to generate more sales or leads, focus on getting more conversions. Utilize the PPC conversion tracking tool and evaluate significant data. 

For instance, if you notice that the long-tailed keyword “best PPC agency in Malaysia” is giving you more conversions than other keywords in that category, then it’s better to allocate more of your budget to that keyword.

Improve Brand Awareness

If you’re aiming to raise brand awareness, divert your focus on getting a larger target audience. Find ways to create more positive engagement. Usually, PPC specialists recommend launching promotions or featuring your best products to drive more impressions.


Using PPC tutorial campaigns provides you with a lot of tools and multiple different avenues to help you reach your marketing business goals. But, if you don’t have a well thought out plan that matches the needs of your client, you may come up short. 

It’s important to strategize by being as specific as possible with your campaign. Speak the language of your audience, make adjustments based on the groups you’re targeting, and measure your progress to make sure you’re on the right track.

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