How to Formulate a PPC Plan

This blog post unveils the secrets to formulating a winning PPC plan. Discover the 5 most common PPC goals and practical strategies to achieve each one. Learn how to target the right audience, craft compelling ad copy, and optimize your campaigns for maximum return on investment. Take control of your PPC campaigns and watch your sales soar!


Haider Irfan

2/24/20214 min read

A purpose-driven approach is the first step towards a profitable PPC campaign. Discover the five most popular PPC objectives and how to achieve each one.

The foundation of any effective PPC campaign is a strategy.

It is imperative that you have a clear understanding of your objectives.

What are you trying to achieve?

In reality, a PPC, or paid social program, can have a wide range of objectives.

Your PPC objectives may always be clear, but other times you'll need to give all of your organization's possibilities more thought.

The following are the most typical PPC objectives:

  • Brand awareness

  • Product and brand consideration

  • Leads

  • Sales

  • Repeat sales

The awareness, consideration, and purchase stages of the basic sales funnel are all aligned with these objectives.

As an advertiser, you ought to study your company's sales funnel carefully and adjust your paid media campaigns appropriately.

For instance, because corporate decision-makers are involved in the investigation of business solutions, a B2B company can have a substantially longer sales cycle.

A consumer e-commerce product, on the other hand, might be purchased right away or after a few hours after clicking on a PPC advertisement.

Let's examine each of these five PPC objectives and the strategies that will enable you to achieve them.

Awareness of Brands

PPC is frequently used to launch and increase the visibility of a brand or product in order to increase brand awareness.

Our goal at this stage is to get as much exposure as possible to a highly targeted audience in the hopes that clicks will take us to the consideration stage.

When targeted with keywords, subjects, appropriate placements, in-market lists, or a combination of these, PPC display advertising can be successful.

Although they are the most generic targeting strategies, they will have a greater impact.

Because social media PPC advertisements offer a wide range of targeting possibilities based on hobbies and demographics, they're a terrific choice for branding.

Similar to this, branding can benefit from search ads using broader terms.

For instance, bidding on "scuba gear" can raise awareness of the product offering if the company sells scuba equipment.

The drawback of this strategy is that, as a result of competition, you will frequently notice increased cost-per-clicks and perhaps irrelevant click-throughs.

Using negative keywords and intelligent keyword match types is the best method to implement this strategy.

Product and Brand Evaluation

It's a terrific idea to reintroduce the brand at this phase, when customers are investigating and debating purchases, using more specific targeting and compelling call-to-action language in the ad copy.

Usually, when customers reach the considerations stage, their search terms are more precise and in-depth.

They may look up terms like "Samsung 50" TV" or "LG 50" TV" to learn more about, contrast, and read reviews of specific brands and product combinations.

This is an excellent moment to employ responsive advertisements or retargeting with a banner to direct the customer back to the product they were previously viewing.

The in-market list, which consists of customers whose online actions and behavior suggest they are in the market to buy, is another great way to target.


If your business plan doesn't allow for online or instantaneous sales, you should gather leads so that you may get in touch with interested parties and have a discussion with them.

Possible calls to action are:

  • Request a demo.

  • Get a consultation.

  • Free trial.

All of these ideas are meant to entice the user to call or fill out an online web form to initiate conversions.

Each firm will follow up on leads differently, but with this information, you can now employ sponsored social customer match campaigns and PPC advertising.


Words that suggest increased intent are typically used in search inquiries by consumers who are prepared to make a purchase. This can involve items such as:

  • Model numbers.

  • Shipping information.

  • Discounts.

  • Coupons.

  • Financing.

It is a good idea to have different campaigns that focus on deals, guarantees, warranty details, or your return policy in order to meet this phase.

Customers will feel more confident in purchasing from your company as a result.

Utilize the ad extensions and copy to their fullest.

Try retargeting advertisements that display the products the customer viewed and cart abandonment ads as well.

Don't forget to configure remarketing campaigns so that, following a purchase, customers are no longer targeted.

To accomplish this, create a "purchasers" list. Take that list off the campaign list. It will be necessary in the future for recurring sales.

Repeat Sales

If your product or service requires maintenance, upgrades, accessories, replacement, or other product cross-sells or up-sells, PPC is a great approach to generate repeat purchases.

In designing the repeat sales approach, ask a few questions:

  • How long does the product last or need to be replaced?

  • Is there a new and improved model coming out?

  • Does the consumer buy multiples?

  • Are there opportunities to cross-sell accessories or complementary products?

  • What would motivate the consumer to re-purchase from you? Brand loyalty? Fast shipping? Unique features?

To re-engage past customers, use PPC remarketing and customer match with message that targets the things that might encourage them to make another purchase from you.

Like during the sales phase, discounts and coupons are always effective motivators.

In summary

Many goals intended to reach and guide the customer down the sales funnel to a purchase should be included in a strong PPC and paid social account.

To get organized and make sure everything is covered, it could be useful to include goals, keyword themes, key message, landing sites, and an overview in a chart.

Once the launch is complete, analyze the data to decide how best to allocate funds and optimize.

To help steer you toward a successful account going ahead, look at the "Attribution" area of the paid media platform or analytics to identify campaign routes and supported conversions.