Search advertising helps increase revenue, drive traffic, and boost brand recognition. It works shoulder to shoulder with organic search marketing, which gains traction as search advertising increases sales. And it’s also how, according to Google, businesses receive an average of $2 of revenue for every $1 spent on paid advertising on Google Ads (formerly Google Adwords). What is the PPC strategy?

But for pay-per-click (PPC) campaigns to work, they need to be built on stable foundations. A solid PPC strategy is the key to planning, executing, and optimizing paid ad campaigns. Without a paid search strategy, you’re at risk of spending your budget reactively. with a PPC marketing strategy, you can build and refine a targeted, goal-focused ad campaign.

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Why Should You Use PPC?

Developing a PPC strategy is a cost-effective way to drive traffic to your website, regardless of your budget. 

As the name suggests, you only pay the publisher when your ad is clicked. Ad prices are set by bidding, which allows you to be flexible with your ad spend. And unlike many other marketing strategies, PPC allows you to reach and engage your target audience with ease.

Here are five reasons why you should use PPC.

Reach Your Target Audience

Given the abundance of online ad space, PPC is a targeted and effective way to reach consumers. PPC networks give you access to a plethora of targeting factors like demographics, location, keyword usage, and time of day. The ability to cast a wide net with precision can lead to remarkable returns at cost.

For example, many businesses benefit from targeting local customers in search of nearby goods and services. According to Think with Google, 75% of online shoppers who find local information in search results helpful are more likely to visit stores.

Develop Brand Awareness

While search engine optimization (SEO) can take months, PPC provides instant visibility to a relevant audience.

For example, you might leverage your best blogs to spark interest and generate leads. Seen above, the headline and meta-tag of the ad should feature a value proposition that newcomers will find relevant.

But won’t customers recognize these as ads? Findings vary, but between 36-50% of consumers fail to differentiate between paid ads and organic content at the top of Google search results pages. This elevates your brand name to prominence while enhancing your authority in the industry. 

Even with individuals who recognize your paid ad, you’re billboarding your business and increasing its exposure.

Convert Your Buyers

Leads in the late stages of your marketing funnel aren’t looking for resources, they’re looking for results. These would-be customers are inclined to click on ads that promise such a solution. In fact, WordStream found that paid ads get 65% of all clicks from people looking to buy now.

Capitalize on purchase intent by bidding on search terms that target buyers. For example, add words like buy, get, and purchase to your product keywords. Similarly, try out less obvious phrases like best price, cheapest and who sells. For optimal results, link these ads directly to your products page or depending on the keyboard a specific product.

Drive Profit

PPC offers a high return on investment (ROI) compared to other forms of marketing. Since you can limit the expenditure by click, you’re in complete control of your ad spend. But before you can drive results with PPC ads, you must identify which search terms will generate a profit for your business.

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Refine and Optimize With Ease

PPC’s low-cost and quick results lets you take an iterative approach to PPC campaigns. Run a campaign for a couple weeks, then refer to your tracking tools to monitor and refine the impact of your PPC campaign. Tools like Google Analytics, Google Adwords, and WordStream provide detailed reports that identify and detail which paid ads are performing best.

How Do You Create a PPC Strategy?

Companies investing in pay-per-click (PPC) advertising earn an average return on investment (ROI) of $2 for every $1 spent. Average isn’t what you’re looking for, though. You want your business to earn the best possible ROI, which is why improving your PPC strategy 2021 is one of your top priorities.

Here are 5 steps how to create a PPC strategy for ecommerce :

  1. Define your goals
  2. Audience targeting
  3. Optimize your landing pages
  4. Create your ads
  5. Analyze and optimize your PPC campaign strategy

What Are The Most Common PPC Goals?

A successful PPC campaign begins with a strategy. You need to know and clearly define what you want to accomplish. What is your goal? A PPC or paid social program can actually consist of many different goals.

Sometimes your PPC goals will be obvious, but sometimes this will require more consideration of all of the options available to your organization. 

Let’s take a look at each of these five PPC goals that will help you accomplish each one.

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Brand Awareness

PPC is often used for brand awareness to introduce and raise the visibility of a brand or product.

Using PPC display ads can be effective if the targeting is on-topic by using keywords, topics, relevant placements, in-market lists, or a combination of those. These targeting tactics are the most general but will offer a wider reach.

Social media PPC ads are a good option for branding since there are so many targeting options based on demographics and interests. Similarly, search campaigns with more general keywords can be useful for branding.

Product and Brand Consideration

In this phase, when users are considering and researching a purchase, it is a great time to reintroduce the brand with more detailed targeting and more persuasive call-to-action language in the ad copy.

When consumers hit the considerations phase, typically, their search queries will become more detailed and specific. Here is a PPC strategy example.

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They may search for brands and product combinations to research, compare, and read reviews such as Samsung 50 TV or LG 50 tv. This is a good time to use remarketing with a banner or responsive ads to bring the consumer back to the previously viewed product.

Another excellent form of targeting is the in-market list composed of users whose online behavior and action have indicated they are in the market to buy.


When your business model doesn’t support immediate or online sales, you want to collect leads to follow up with interested prospects and engage them in a conversation.

Calls to action might be :

  • Request a demo
  • Get a consultation
  • Free trial

All of these ideas are meant to entice the user to call or fill out an online web form to initiate conversions. How the lead is followed-up on will vary for each business, but now you also have information that can be used for PPC and paid social customer match campaigns.


Consumers who are ready to purchase tend to use words in their search queries that indicate higher intent. This can include things like :

  • Model numbers
  • Shipping information
  • Discounts
  • Coupons
  • Financing

It is good to have separate campaigns that address this phase by highlighting offers, guarantees, warranty information, or your return policy. This reassures consumers that your business is the one to buy from. Make full use of your ad copy and ad extensions.

Repeat Sales

PPC is an excellent way to garner repeat sales if your product or service needs replacement, maintenance, accessories, upgrades, or other product cross-sells or up-sells.

In designing the repeat sales approach, ask a few question :

  • How long does the product last or need to be replaced?
  • Is there a new and improved model coming out?
  • Does the consumer buy multiples?
  • Are there opportunities to cross-sell accessories or complementary products?
  • What would motivate the consumer to re-purchase from you? Brand loyalty? Fast shipping? Unique features?

Use PPC remarketing and customer match to re-engage previous customers with messaging aimed at factors that would motivate them to purchase from you again.


A solid PPC strategy 2021 template and paid social account should include numerous goals designed to reach and lead the consumer down the sales funnel to purchase. It might be helpful to outline this in a chart that contains goals, keywords, themes, key messaging, and landing pages to get organized and ensure all of the bases are covered.

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