Building a PPC strategy, where to even start…

By Stan Welman-Williams
February 16, 2022

It’s Wednesday again so you’re stuck with me talking all things PPC strategy today. When I say stuck, it’s like being stuck in Willy Wonka’s Chocolate Factory, so much cool stuff but also a little bit terrifying. What I’m trying to say is that it’s not a bad place to be stuck.

Anyway, enough rambling and let’s get to it.

So Evergreen has had a couple of new PPC wins recently in terms of clients, which has had my brain racing with strategy!

Creating new accounts or revamping existing accounts always requires brainpower. There is a lot that comes with this, but it mostly comes down to strategy. So, today I am going to give you a little insight into how I go about creating/collaborating on a strategy.

Identify your PPC goals

There’s one key requirement for anyone coming up with a PPC strategy, or in fact any strategy when it comes to basically anything…

You need to clearly define what your goals are. Your strategy should start with what you hope to achieve and then work backwards from it.

Often with PPC, the goal is to:

  • Increase brand awareness
  • Increase leads
  • Increase sales
  • And/or increase any other sort of conversion

Break those goals down even more

Once you have this set, I then find it useful to break it down even further. So you want more sales but you have 10 products, which ones do you want to focus on? Which ones have the best margins? If you allow them to, Google will just go for the easy wins so it’s key to make sure you are inputting the right information into the platform.

Building the campaigns

Then you need to incorporate your strategy into building a campaign or multiple campaigns. I find it best to break down campaigns into different services and then break down the ad groups into themes around those services.

Your strategy needs to inform pretty much every step of campaign building so you need to have identified who your target audience is and where you are looking to target (no point targeting somewhere you can’t service).

Select the right bidding strategy

You now need to decide on what bid strategy you are going to use. You have a couple of options here such as manual bidding or automated bidding strategies e.g. ‘maximise clicks’ or ‘maximise conversions’ and this all goes back to the goal you identified earlier. It’s worth keeping in mind that it’s best to have conversion data before you go for an automated bidding strategy that focuses on conversions.

Keyword research

Next, it’s actually time to get into the strategy of how you are going to achieve these things. This is when you start breaking down your services and start doing keyword research.

Keyword research buys into your strategy massively, as depending on what you have identified as your goal, it will inform what sort of keywords you bid on. If you’re going for brand awareness then you’re likely to bid on broader keywords, whereas if you want more sales you might want to look for keywords that show a higher buying intent.

Strategising with ad copy

Now it’s time to look at ad copy and strategise on how best to put your message out to the people searching for your keywords.

It’s important to refer back to who you identified as potential or ideal customers as this can help inform how you write your ad copy.

It is also important to refer back to your goals because that too will inform what sort of messaging you use. If you want a certain action to be taken, make sure you include it in your call to action.

There’s more to it than you think…

There are a lot more steps to go through but I don’t want to give everything away and this is just a ‘where to get started’.

There is a lot of ongoing strategy around testing, pivoting and experimenting. You also need to consider where to focus the budget and when, and when to realise something isn’t working so you can pause campaigns if needed and reassess.

It’s easy to think that PPC is just a case of grabbing a load of keywords, putting some bids on, writing some quick ad copy and letting it go. However, there is a lot that goes into it from the start and it isn’t something you can then forget and let trot along.

Going back to the beginning though, a key aspect of any marketing strategy, and PPC isn’t an outlier, is to make sure you identify a goal for what success looks like. This goal might change as things go forward and that’s fine, but going in with a scattershot approach is probably not the right idea… in my opinion.

To anyone creating a new PPC strategy, I hope this helps and for more PPC tips and tricks, make sure you sign up to The Evergreen Way!

Sign up to our newsletter