Effective PPC Strategies

Pay Per Click is a model of advertising where you pay each time your ad is clicked, rather than earning clicks organically.

Online marketing is more effective and efficient when your marketing strategies are targeted towards the right audience. With Adwords and pay per click marketing, you can easily segment your market and directly target and optimize your paid ad campaigns.

We give you the power to control your tra c and reach audiences at the right touch points. In this guide, you will learn how we maximize your PPC campaigns to bring in new leads and increase conversion rates at di erent touch points, giving you a higher ROI.


Ensuring the campaign is set up correctly from the start is critical. Let’s go through the process below.

Campaign Goals

It’s very important that we start the campaign by gaining critical insights regarding the goals of the campaign.

Critical questions to ask include:

  • How will we know the campaign was successful?
  • Do you want to build brand awareness?
  • Do you want to increase traffic to the website?
  • Do you want to increase sales?
  • Do you want to increase leads?

Asking these critical questions gives us the foundation we need to build a successful campaign.

Research & Analysis

Keyword research:

In order to target the correct audience, we need to choose keywords that they would use in order to nd your products and services. It’s a time consuming exercise, but absolutely necessary in order to build the foundation for a successful PPC campaign. Even though keyword research is one of the starting points for any campaign, it’s a process that we revisited regularly in order to yield the best possible results for our clients.

Competitor & industry analysis:

By completing a competitor and industry analysis, we can determine how your business stacks up against competitors in your industry. We need to determine:

  • Who is dominating the ad space? Why?
  • Where can we improve on what your competitors are doing?
  • What strategies are they using?

This process allows us to identify threats that need to be addressed or opportunities we can take advantage of.

Ad Copy Optimization

The next step is creating and optimizing the copy to be used for the campaign. During this process we utilize the keywords we identi ed and create various permutations of the same ad.

This allows us to test various ads against each other in order to determine which ads yields the best ROI. Ad Copy Optimization never ends as audience and industry trends keep changing.

Landing Page Optimization

Your landing page may either be an existing page on your website, or a dedicated landing page with content tailored towards a speci c promotion you are running.

We optimize the content based on what part of the marketing funnel your target audience is in, keeping your campaign goals in mind every step of the way.

Landing page optimization includes both design and copy to ensure consistency between your website, brand message and ad copy.

Bidding Management

Managing and monitoring bids is essential to maintaining a healthy PPC campaign. We use proven methodologies in order to de ne bidding strategies for our clients.

The bidding strategy is largely determined by the goal of the campaign as each goal requires a di erent bidding strategy.

Important considerations:

  • Recommended budget for the entire campaign
  • Cost per click (CPC) of each PPC ad
  • Estimated gains from the ad campaign

These values play into the strategy to where we can get the keywords we want at the best price.

Campaign Tracking & Reporting

We monitor and track campaigns continuously in order to gain insights on how our strategies are performing. We use the following as a base:

Overall number of clicks & CTR (click through rate), which tells you how active your copy is;

Bounce rate and time spent on the landing page,both indicators of how active your engagement and call to action is;

Goal conversions, whether it is a sign-up, a download, or a purchase; and

Return on investment, which shows how much your client made from the PPC ad campaign.

All the above metric form part of our monthly reporting to our clients.


Using the funnel method to lead search engine users towards your desired goal is one of the most e cient marketing methods today. This strategy lets you lead visitors by the hand and direct tra c where you need it to go, when your audience is ready to move forward. This four-step process includes the following:


Our keyword selection process involves looking at keyword competition, popularity among your target audience, and contextual relevance to your brand.


It’s important to know where to place your ads to reach the widest audience possible. We look for space in the websites of online in uencers, industry leaders and high-tra c, high-authority pages.


In this step, we will help you develop PPC marketing collateral based on your target audience’s interests and placement in the marketing funnel. The conversion goals set for each market category will di er based on the funnel as well.


Reaching out to speci c niche markets efectively through PPC requires carefully planned targeted marketing. This is best achieved through a combination of keyword- based and pro le-based ad group segmentation. Keyword research is described comprehensively in our other Keyword Research Guide. Pro le segmentation, on the other hand, is a process that involves the following:

Selecting Profile Parameters

The rst step is identifying the possible ad groups we can create. For example, we can group your target audience based on their needs and interests, their location, their culture, or tra c source, among others.

Finding Viable Custom Segments

Sticking to the basic marketing group (one based on their product/service interest) and on demographics as our only pro le parameters will cause us to hit major challenges in terms of competition. We drill down into your audience’s behavior by studying Analytics data and analyzing your audience’s behavior. Information such as which page converts the most or which pages your visitors go to before completing a conversion goal allows us to group your audience accordingly and create targeted campaigns to lead them across their standard purchasing habits much faster and much more e ciently.

Lead Scoring

In order to Maximize your budget to achieve the highest ROI we go a process of scoring your ad group segments. The scores are based on a combination of explicit factors, such as demographics, click rates and CPCs from past campaigns, and other quanti able data, and on implicit factors like conversion history, purchase history, sales-readiness, data quality, and sentiment marketing e ciency.


Remarketing may be done as part of a funnel strategy, as previously mentioned, or as a standalone marketing strategy to control and direct tra c accordingly. It is one of the most e ective strategies at funneling and directing tra c as it promotes brand recall each time your visitors see your ad, and it leads your audience back to your site when they are ready to complete a conversion goal.

Our Methodology


In all of the pay per click campaigns, it’s important to segment your audience in order to reach the most relevant people with appropriate retargeting ads. We segment your audience based on the pages of your site abandoned for example a speci c product page.


Because retargeting ads are not plain text ads and can be designed, we modify the look and feel to represent your brand more accurately. Keeping the message direct and urgent, making the layout clean, and ensuring the call to action stands out immediately are important parts of the process.


We keep your message in line with your conversion goals. We look to o er promos, free downloads, packages, and new services, and highlight your unique selling points in the copy.


If your landing page is an existing page in your website, we make sure it is well-optimized for both search engines and for visitors. If we nd your pages unable to convert, you may need better copy, visuals, and stronger calls to action.


PPC marketing is tangible and 100% data driven. It is the fastest method to grow your customer base and gain leads and should form part of your online marketing strategy.

Visit us online to download the full report or click here to schedule a free consultation to learn more from our team of certified AdWords and Bing Ads specialist.

The Importance Of Utilizing AdWords

If you’re unfamiliar with AdWords, it’s simply a pay-per-click service which allows you to create and run ads for your business. These clickable ads are then displayed in Google’s search results. By using the right keywords for your target audience, you’re already ahead because you’re reaching people you have an interest in your product or service.

1. AdWords is Measurable and Flexible

One of the main advantages that online marketing has over traditional marketing channels, like TV or print, is that it’s extremely easy to measure. However, it can be a challenge to effectively measure your SEO campaign since you can’t always get a precise measurement on what increased or decreased your rankings. Enter AdWords PPC. This is probably one of the best resources you have to measure what’s working and what is not because it comes equipped with plenty of PPC metrics that do that task for you.

2. Faster Than SEO

A huge drawback with SEO is that it can take months before you notice any results thanks to competition and the time it take to “prove itself”. This is not the case with AdWords. Once your AdWords campaign goes live, ads will appear and you’ll get instant results, like visitor data.

3. More Engaging

Google is constantly improving AdWords because it’s one of its primary sources of income. Along the way Google noticed that product listing ads and in-video ads on YouTube get more more clicks from users. These engaging ads mean more revenue for Google, and advertisers as well because of new ad formats and extensions.

4. Can Control Your Advertising Costs

Here’s something that’s really awesome about AdWords. You can set a maximum cost per day for your campaign. And, it’s help to you on how much that amount is set at. How does this help your business? It allows you to budget your campaign accordingly without worrying if you’re going to go over budget. The worst case scenario is that the amount of ads will begin to decrease as your budget gets lower. However, you can increase your budget accordingly. This scalability is a nice option if you want a lot of leads in a short amount of time.

5. Helps Beat Your Competitors

Because of the speed of AdWords, when compared to SEO, you have a major advantage of your competitors. Because you’ll already be appearing in search engines, your site will be receiving more clicks from search results than all of the other companies in your industry.

If your company utilizing an effective PPC strategy? Contact RSM today for a free, no-risk evaluation. Get Started!