PPC Strategy 101: Setting PPC Goals

Whether you’re starting from scratch, or looking at implementing a new and improved strategy, there are a number of factors that can help you to understand how to reach your PPC goals.

From budgeting and audience targeting, to keyword research and testing, we’ve helped scale and grow hundreds of brand accounts, helping them to reach their PPC goals and even win an award or two along the way.

Now, we’re sharing our insights for success, and in this first instalment, discussing the key components of a successful strategy, and what your first steps should be as you start planning.

Key components of a successful PPC strategy

Every strategy is unique, but there are some components that can be applied across all accounts and can help to drive your business forward. We’ve defined ten steps to success:

• Understanding PPC account strategy
• Setting goals and objectives
• Audience targeting and persona development
• Keyword research and selection
• Ad copy and creative development
• Budget allocation and bid management
• Landing page optimisation
• Tracking, measurement and analysis
• Testing and iteration
• Scaling and expansion

Getting to grips with these areas will help you on the way to a successful strategy that delivers your PPC goals.

Before anything else, understanding strategy and defining said goals should be at the very top of your to-do list when it comes to implementing a successful (and maybe even award-winning) PPC strategy.

Defining short-term and long-term PPC goals

PPC, whilst known for being able to drive quicker conversions in comparison to SEO, shouldn’t only be considered as a short-term strategy or ‘quick fix.

In fact, laying solid foundations for a long-term PPC strategy is a great way to make sure that your account is set up for success, and can deliver both quick wins and sustainable growth.

For example, having worked with our client, Miele, since 2015, we considered both short-term and long-term goals, remaining focused on their core goal of improving ROI and driving business growth. Some shorter-term goals have included testing new strategies, measuring specific KPIs, and adapting to market fluctuations, peak seasonal periods, and changing consumer behaviour and demands. All of these short-term goals helped us to build a strong foundation for the account, which then led to performance improvements over time.

Miele Account Manager, Donya Broadhead, spoke about the importance of understanding the client’s account through initial short and long-term goal setting:

“The first and most important task for me was to understand what Miele wanted from their PPC strategy, which then helped me to make suggestions to reach their desired goals. Our long-standing relationship with this client means that we’ve not only seen wins over shorter periods such as Black Friday or peak sales, but also incremental growth over a number of years. It also means that we better understand our client’s market and industry, and have adapted where the client needs us to in order to deliver the best possible results.”

Getting Started

Our most recent whitepaper dives into the ten steps to success, with advice and insights from our team of PPC experts, practical guidance on how to implement your own strategy, real-life examples of success, and so much more. Get your copy here!