Your PPC Strategy Part 1

Your PPC strategy is a pivotal part of planning your account and it should be well researched and correctly implemented. This can be the main difference between an account which creates a good ROI, or a poor ROI.

The first stage of creating a strategy is the analysis of the website, and the products and services you offer. You should be asking yourself the question, “What do I want to achieve from advertising on PPC?”  Are you looking to promote your brand or are you looking to increase conversions, sales?

For most accounts the many aim is to increase conversions /sales/enquires. To do this you need to look at the products and services you offer and how you sit in the current marketplace. Are you competitive across all products on price? Should you choose to only advertise certain products which you know you are the cheapest on? Or, should you try and convince the user to use your site by using some other Unique Selling Point you may have?

Does location affect your business? Can you only offer your service is certain areas? Are certain areas stronger than others? This will not only affect where you advertise, but the structure of your campaigns as you would want to separate your locations into differing campaigns so you can maximize your budgets efficiently, and also correctly target your adverts.

Philip Pollock
PPC Account Manager