Januvary 2, 2019


A successful PPC campaign begins with a strategy. You need to know your goals. A PPC program can consist of many different goals. Sometimes your PPC goals will be obvious, but sometimes this will require more consideration. Each one of these goals also aligns with the basic sales funnel: awareness, consideration, and purchase. Closely examine the sales funnel for your business and customize it accordingly. For example, a B2B business may have a much longer sales cycle due to the process of researching business solutions and the internal decision-makers' involvement. In contrast, a consumer e-commerce product could be immediate or a few hours from clicking on a PPC ad. Let’s take a look at each of these five PPC goals and tactics that will help you accomplish each one.

Brand Awareness

PPC is often used for brand awareness to introduce and raise the visibility of a brand or product. At this phase, we want to maximize visibility to a highly relevant audience, with hopes clicks will result in leading to the consideration phase. The best way to execute this approach is with smart keyword match types and use of negative keywords. Although tracking for brand awareness campaigns can be a bit tougher than conventional conversion campaigns, it is certainly doable. Although it shouldn’t repeat, it’s imperative that you have all the proper conversion tracking and analytics pixels on your site for brand awareness campaigns. Whether it’s the Facebook pixel, Google Analytics, Google Ads, Bing Ads, etc., any channel that you have active should have the proper pixels set up, and that’s never more important than when running brand awareness campaigns. Without them, you’ll be flying blind.

Product & 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 stronger call-to-action language in the ad copy. When consumers hit the considerations phase, typically their search queries will become more detailed and specific. This is a good time to use remarketing with a banner or responsive ads to bring the consumer back to the product they viewed. Another excellent form of targeting is the ‘in-market’ list which is composed of users whose online behavior and action have indicated that they are in the market to buy. .


When you can’t make a sale instantly or online, you want to collect leads to follow up with interested prospects and engage them in a conversation.

Calls-to-action might be:

1. Request a demo.

2. Get a consultation.

3. Free trial.

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

Sales & Repeat Sales

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.

Also, try cart abandonment ads and remarketing ads that show the products the user viewed. Remember to set up the remarketing campaigns so that they are no longer targeted after the purchase. To do this, set up a “purchasers” list. Exclude that list from the campaign. You will also need it later for 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. Use PPC remarketing and customer match to re-engage previous customers with messaging, aiming to motivate them to purchase from you again.

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

A solid PPC 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 page to get organized and ensure all of the bases are covered. Review the results and determine how to optimize and allot budgets