You've just won your ideal position as a SEM expert, and your employer is now asking you to present your "PPC campaign strategy" — that is, the amazing, foolproof plan you developed that will assist your boss (and your firm) not only reach their business targets but also surpass them.

Nevertheless, there is a slight issue. You lack a plan of action. In spite of the fact that you may be quite knowledgeable about PPC, you have never taken the time to sit down and record your PPC magic. How do you begin? There is a lot to cover and not enough time. especially given that creating a competitive PPC marketing strategy is more difficult than it formerly was.

Step 1: Define your goals

The most crucial step in creating a successful marketing strategy is defining your actual PPC goals. Today, there are a plethora of PPC targeting choices accessible, both within and outside of Adwords. You can select the platforms and ad types that are most appropriate for your marketing requirements by clearly defining your goals.

Consider these typical PPC objectives:

• Boost website traffic
• produce leads
• Boost sales
• increase brand recognition

Social media and display ads are the best options for your approach if raising brand awareness is your primary objective. The majority of your PPC spending should go towards search or PLA if generating sales is your primary objective. If generating leads is your top concern, you might want to consider employing Facebook's lead capture advertisements.

Step 2: Audience targeting

This is a summary of how to use social media and PPC AdWords to target your audience. The advertising choices you should spend in will also depend on the type of audience you're aiming for and where they are in the sales funnel.

Targeting based on purpose, as opposed to the most pertinent terms for your company, is the secret to success with AdWords audience targeting.

According to conventional PPC wisdom, there are three basic groups of terms with search intent:

Transactional – users looking to buy something

Informational — people who are searching desire to learn more

Navigational: Users who are searching seek to access a specific page or resource.

Step 3: Optimize your landing pages

Making distinct, effective landing pages for your ads can be difficult when targeting a lot of keywords. So it's truly a waste of money to send people to generic product or landing pages. In addition to having a lower conversion rate, inactive site visitors can also result in lower Quality Scores, making it more difficult to reach them through PPC.

The most successful PPC managers link audience targeting and landing page optimization closely. It is more probable that site visitors will click through, sign up, make a purchase, etc., the more pertinent a landing page is to the initial search intent or audience demographic interest.

Step 4: Create your ads

You're prepared to design and optimise your advertising once you've established your audience targeting and built out your pertinent landing pages.

Your advertising act as a bridge between audience interest and landing sites you've already optimised for search intent. The objective is to deliver value and simply describe your unique selling proposition. To improve your advertising, you should experiment with new copy, visuals, extensions, and other components.

AdWords has made significant progress in recent years to assist you in automating ad generation and optimization. So, giving AdWords a wide enough selection of ad versions to rotate and test is the actual key to success in this situation. Thus, making 3 or 4 ad versions for 100 ad groups is a challenging task.

Step 5: Analyze and optimize your PPC campaign strategy

As was already noted, when you utilise the appropriate tools, optimising your ads fits seamlessly into the ad development process. Finding the keywords and targeting characteristics that support your advertising goals should therefore be the primary focus of your investigation.

According to your campaign goals, the following fundamental metrics for search, display, and/or social ads should be taken into account:

The click-through rate (CTR): This can assist you in assessing how pertinent the content of your adverts is to the social media or display audience or keyword you are targeting.

Conversion rate: A low conversion rate can be a sign that your ad spend would be better used for keywords with higher performance.

Cost per click (CPC): How much are you willing to spend to attract a potential customer's attention? Your ideal CPC would be that one.

Cost per acquisition (CPA): Based on the profit margin from conversions, this might show how competitive your keyword is and whether it is beneficial to spend in it.

Adwords Quality Score: This metric combines the performance of a number of variables, such as click-through rate, landing page relevance, and ad relevance.

Return on ad spend: This is a performance indicator that measures how well overall ad spending contributes to the achievement of financial objectives.