How to Create an Effective PPC Strategy in 7 Steps

Having an effective pay-per-click (PPC) advertising strategy helps you increase sales, raise brand awareness, and differentiate yourself from the competition.

In this article, we will break down what a PPC strategy is and how to create one for your marketing goals.

What Is a PPC Strategy?

A PPC strategy is an overarching plan for using PPC ads (like the search ad below) to accomplish your marketing objectives.

And your PPC strategy can vary based on the market you’re competing in.

For example, imagine you work for a new business whose goal is to increase brand visibility.

Your PPC strategy can be as simple as focusing on driving awareness via Google (where your target customers frequently search for high-volume keywords related to your niche) and Facebook (the social media platform your target customers use the most frequently).

In a more competitive environment, your strategy will probably need to change. Especially when you consider that PPC ads use a bidding system that has you set the maximum cost per click (CPC) you’re willing to pay. Which then goes into auction against your competitors who are bidding for the same keyword.

It is unlikely that you can outbid your competitors for every keyword. So, you’ll need to develop a unique strategy that helps you compete in the market and stand out from the competition.

How to Create an Effective PPC Campaign

Regardless of your strategy, the following seven-step plan will help you create an engaging PPC campaign to connect...