A successful PPC campaign starts with a strategy.

You need to know and clearly define what you want to achieve.

What is your goal?

A PPC or paid social program can actually consist of many different goals.

Sometimes your PPC goals are obvious, but sometimes there is a greater need to consider all of the options available to your business.

The most common PPC destinations are:

  • Brand awareness
  • Product and brand consideration
  • Leads
  • sales
  • Repeat the sale

Each of these goals align with the basic sales funnel: awareness, consideration, and purchase.


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As an advertiser, you should carefully examine the sales funnel for your business and adjust your paid media programs accordingly.

For example, a B2B company can have a much longer sales cycle due to research into business solutions and the involvement of internal decision makers.

In contrast, a consumer e-commerce product can be an instant purchase or a few hours after clicking a PPC ad.

Let's take a look at each of these five PPC goals and tactics that can help you achieve each one.

Brand awareness

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

At this stage we want to maximize exposure to a highly relevant audience. We hope that clicks lead to the reflection phase.


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Using PPC display ads can be effective when the targeting is thematic using keywords, topics, relevant placements, in-market lists, or a combination thereof.

These targeting tactics are the most general, but offer greater range.

Social media PPC ads are a great option for branding because there are so many targeting options based on demographics and interests.

Search campaigns with more general keywords can also be helpful for branding.

For example, if the company sells diving equipment, a potential bid on "diving equipment" can increase awareness of the product offering.

The downside to this approach is that you will often see a higher cost per click due to competition and sometimes irrelevant click rates.

The best way to do this approach is with smart keyword match types and negative keywords.

Product and brand consideration

At this stage where users are considering and researching a purchase, it's a good time to reintroduce the brand with more granular targeting and more compelling call-to-action in the ad copy.

As consumers enter the deliberation phase, their searches tend to become more detailed and specific.

You can search for brands and product combinations to research, compare, and read reviews like "Samsung 50" TV or "LG 50" TV.

This is a good time to use banner remarketing or responsive ads to bring the consumer back to the product they viewed previously.

Another great form of targeting is the in-market list, composed of users whose online behavior and actions have indicated that they are in the market to buy.


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If your business model doesn't support instant or online sales, you'll want to collect leads to contact interested prospects and include them in a conversation.

Calls for action could be:

  • Request a demo.
  • Let us advise you.
  • Free trial.

All of these ideas are meant to entice the user into calling or filling out an online web form to initiate conversions.

How the lead is followed up varies from company to company. However, now you also have information that can be used for PPC and paid social customer match campaigns.


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Consumers ready to purchase often use words in their searches that indicate higher intent. This can include:

  • Model numbers.
  • Shipping Information.
  • Discounts.
  • Coupons.
  • Financing.

It's good to have separate campaigns addressing this stage by highlighting offers, warranties, warranty information, or your return policy.

This reassures consumers that your company is the one to buy from.

Make full use of your ad copy and ad extensions.

Also, try shopping cart abandonment ads and remarketing ads that show the products the user is viewing.


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Remember to set up remarketing campaigns so that customers are no longer targeted after they make a purchase.

To do this, set up a buyer list. Exclude this list from the campaign. You will need it later for repeat sales as well.

Repeat the sale

PPC is a great way to get repeat sales when your product or service needs replacing, servicing, accessories, upgrades, or other product cross-sells or up-sells.

As you design your approach to reselling, ask a few questions:

  • How long does the product last or does it need to be replaced?
  • Is there a new and improved model?
  • Does the consumer buy a multiple?
  • Are there opportunities to cross-sell accessories or complementary products?
  • What would motivate the consumer to buy from you again? Brand loyalty? Fast delivery? Unique properties?

Use PPC remarketing and customer matching to re-engage previous customers with messages that target factors that would motivate them to buy from you again.


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Similar to the sales phase, vouchers and discounts are always good motivators.


A solid PPC and paid social account should contain numerous goals aimed at reaching the consumer and getting them down the sales funnel to purchase.

It can be helpful to outline this on a diagram that includes goals, keyword topics, key messaging, and landing pages to help organize yourself and make sure all the basics are covered.

Once started, review the results and determine how budgets can be optimized and allocated.

The "Attribution" section of the Paid Media Platform or Analytics provides you with campaign paths and supported conversions that will help you create a successful account.


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