The 5 Pillars of PPC Success

Chris Sams, October 5, 2016

PPC is a big investment and you need to get the most out of each dollar you spend. Here are the 5 pillars of PPC success:


You cannot implement a good PPC campaign without planning. You have to think about your daily bid rates, target keywords, and daily spending money. Moreover, you need to have a landing page for directing your traffic. Setting positive goals for your campaign is also a necessity. Therefore, with PPC you need to plan.

Competitive analysis

Competition weighs heavily on every aspect of PPC, including the viability of bidding on brand names, cost of PPC, and whether your brand name is being used by the competition. Do your landing pages look worse than those of your competitors do? You need a deep competitive analysis to establish these facts. Since advertisers are always changing their campaign approach, you need ongoing competitive analysis to stay ahead of the pack.

Buyer personas

Who will be looking at your ads? If you do not know the answer to this question, you need to find out. To create a targeted and effective campaign, you should be able to describe the target customer well. What drives him? What makes him tick? The more closely you define your ideal customer, the easier it will be to create targeted campaigns.

You can come up with several distinct buyer personas if you like, but just make sure they are clear and defined. For each buyer persona, you should come up with a customized campaign.


Now that you have come up with buyer personas, your ads will be more targeted. Each target consumer should have a customized campaign with different target keywords. Target your landing pages to the relevant search times. You can also target your ads depending on whether the visitor is brand new or a repeat buyer.


You need analytics to monitor all these ongoing processes. They are like report cards for your online marketing campaigns. The AdWords dashboard, for instance, provides robust performance metrics for pay-per-click campaigns. You can also use Google Analytics to define goals and monitor your customers through several marketing channels for a deeper insight into where they are being introduced to your business and which points are successful for converting the visitor.

With all the analytics apps and tools available, it is up to you to find the best ones.

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