Common PPC Campaign Goals and Objectives that work

Common PPC Campaign Goals and Objectives that work

I have already touched upon why it is absolutely necessary for every business to set at least one SMART PPC campaign goal in line with its business model.

Paid advertising on digital platforms can be quite daunting for non-tech entrepreneurs or those who have just gotten their feet wet in the competitive world of digital marketing. The best thing about PPC advertising is that everything in terms of campaign performance is measurable.

The purpose of this blog post is to introduce the most frequently used goals for PPC campaigns and give you a quick overview of how experts incorporate them in their marketing strategy. Charting out your business model would go a long way towards deeply understanding what you are trying to achieve through PPC marketing campaigns.

All businesses desire to drive more revenue, lower customer acquisition costs and increase ROI/ROAS. But, merely stating these “desires” as goals and objectives would not allow you to gauge the success of your marketing efforts.

These are just metrics to track or overarching objectives used as guideposts across all business models. Goals and objectives which are not specific, measurable, attainable, relevant, or time-bound are a catastrophic waste of resources.

Let us now discuss what specific types of PPC goals and objectives are advantageous to the following popular business models.


Brick & Mortar Retail / Multistore in PPC Campaign

Business Model Specific Goals

Increase in-store (physical) footfall, generate telephone or online inquiries, increase revenue, Increase net profit.

Traditional brick & mortar businesses with a physical storefront may be based at a single location or at multiple locations. Such businesses are nowadays resorting to the use of digital marketing to achieve their commercial goals.

PPC advertising such as local ads, display network ads as well as search ads may prove to be useful for brick & mortar stores. These ads would have to be optimized for location, demographics, time, and particulars days for example cultural or local holidays.


Online Retail / B2C

Business Model Specific Goals

Increase revenue, Obtain contact information, Increase brand exposure/awareness, Garner interest in contests, Increasing conversions, Encourage Product Trial, Increased Average Order Value, Increase Unit Sales, Get request for product samples

Consistently generating profitable sales is the most important factor for successful eCommerce ventures. Online retail businesses rely heavily on PPC Ads to keep making sales or launching new products and running promotions.

Since online businesses are fully digitalized their performance analytics and metrics are easily tracked in as much detail as is required. These businesses make full use of shopping campaign ads (carousel format) to promote products.

Ads drive traffic to their landing pages, where prospects can be converted. High commercial intent keywords (which may be relatively expensive for PPC Ads) are used to target the hottest prospects. The added expense is usually a worthwhile investment to drive sales.




Online Wholesale / B2B

Business Model Specific Goals

Lead generation, generate inquiries, collect contact information for inside sales, Product demo requests

B2B businesses and even those B2C selling high ticket products across an array of industries are eager to generate hot leads that can be nurtured to convert into sales. PPC-based Text and Display Ads contain a compelling USP and clear call to action.

Display ads are wonderful at directing prospects because they can be programmed to appear on websites relevant to your target market. These Ads direct prospects to landing pages with a short product pitch and a compelling call to action.

The prospects are presented with a form to collect lead information for or served a competitive quotation on demand. Audience selection is important here and so is the use of well-known appropriate social media ads platforms.



Content Publishing / Affiliate Marketing

Business Model Specific Goals

Build awareness, Increase website traffic, Subscriber sign-ups, Content downloads, Ebook downloads, Display Ads CTR / Affiliate links CTR.

Publishers want to engage prospects with their digital content. The benefit they gain from traffic on their websites is through Display Ad revenue, affiliate commissions, or even subscriptions.

To meet their business goals, they seek to first put links to their content in front of prospects and then have them so engaged, that they are able to retain their site visitors as loyal consumers.

Through PPC campaigns the image of a brand is implanted into the minds of users. Further, through analytical tools, impressions, engagement, reach and frequency can be tracked. This data can be used for remarketing and offer customization.


Affiliate Marketing

Services Industry

Business Model Specific Goals

Lead generation, Get quote requests, Get contact requests, Obtain information on prospects through form submissions, Get subscribers, Lead engagement through live chat or telephonically, Get requests for more information on offers, Gain and retain more loyal patrons, Get request for service trials, Get requests for appointments.

As far as PPC Ads for services industries are concerned, demographic targeting and device targeting is of the utmost importance. Service-related business models monitor the number of leads generated, cost incurred per lead, and the lead close rate.

Marketers constantly track clicks to survey the profile and analyze the behavior of website visitors. Potential consumers are to be nurtured through a compelling call to action pulling them through the sales funnel. Various strategies are deployed to manage the customer journey.

Services Industry

SaaS Industry

Business Model Specific Goals

Downloads (Software, Whitepapers, Case Studies, Guides, Spec Sheets), Subscription, Service Trial / Lead generation

Goals for SaaS business models vary depending on the nature of vertical, niche, utility, use case, and price of the software. For low-cost, platform-dependent, or portable software, the main metric is the number of downloads.

For enterprise-grade, large, expensive, or platform independent software being served from a cloud the primary goal may be trials and lead generation. PPC Ads run to promote SaaS rely on advanced advertising tactics relying heavily on demographic, psychographic data, and device targeting.



Business Model Specific Goals

Lead generation for donors, Lead Generation for Volunteers, Traffic to a website, Donations collected, Webinar signup, Event signup, Email signup.

Non-profit businesses may have the widest variation in goals and objectives depending on their nature and purpose. This is because non-profit organizations are involved in community/social service, awareness, and activism for various causes or even political campaigns.

The primary aim of non-profits is to build awareness and remain prominent in the public eye.

Non Profit Business


I hope you have a fair idea of the most often used PPC campaign goals and objectives that are used by popular business models. You can use this information to create an outline of your PPC marketing strategy.

This outline can be used to support discussion with your team or digital marketing agency and help create a viable implementation plan. DigiTroopers can help you set baseline targets, pinpoint metrics, and SMART KPIs before spending any money on ads. So, you can also contact us for your PPC Management Services.




How to Set Goals for your PPC Campaign Smartly & Easily

How to Set Goals for your PPC Campaign Smartly & Easily

For PPC Ads “Failing to plan…is Planning to Fail”

Running PPC campaigns and in particular, running them well can be quite complicated. You have to create ads, pay the advertising platform, and then start wishing it all turns out well. But is that the state you want to be in? Running unplanned PPC campaigns can be risky, almost like a gamble.

You dole out a lot of money hoping it comes back to you with a profit. This is why there is an underlying fear that nags those who choose to go for PPC campaigns.

You have to plan if you want to deliver profitable campaigns with high conversion rates. Planning includes assessing where you are right now, and determining where you want to be.

Meticulous planning requires SMART goals that define success metrics after the PPC campaign. SMART objectives are crucial to PPC optimization and securing a high Return-on-Investment (ROI).

Businesses have suffered tremendously from poor planning or even worse no planning. While SMART planning before strategic or tactical business decisions delivered clear competitive advantage. Planning also manages performance by systematically tracking progress along the way to success.


What is PPC Campaign?

PPC stands for Pay-per-Click. It is a digital marketing approach which advertisers use to promote offers on various ad-platforms. Examples of these ad platforms include Google, YouTube, Facebook, Bing, or Yahoo. PPC is very effective and efficient in raising brand awareness and getting new leads.

PPC may dramatically increase brand awareness by consistently (and quite aggressively) keeping a business in front of its target consumers.

PPC Ads provide a great opportunity to precisely target your audience. The paid marketing tactics used to depend on the profile of the intended audience, as well as the desired impact, action, or output.

PPC targets a business-defined customer base whose profile matches an advertiser’s offer. If users on an ad platform or its partner websites get attracted to a promoted offer, they click on the ad placed before them. By clicking they enter a sales funnel as “interested leads”.

The ad-platform gets paid each time (and only if) a user “clicks” on a PPC advertisement. Ad impressions that don’t invite clicks do not incur a cost. The cost-per-click varies according to industry niche and selected keywords. Businesses compete with each other, bidding on specific keywords relevant to their niche.

This is why cost-per-click keeps varying from time to time for any set of keywords.

But great PPC management has to begin with goals. And those goals need to be SMART.


ppc campaign goals


How Can PPC Boost & Grow Your Business?

PPC ad campaigns help you achieve your marketing goals by utilizing data science. The way PPC delivers rapid results is by honing in on your target market based on user data maintained by ad platforms.

Ad placement tools provided by Ad platforms assist in locating the best publishers or display networks. Advertisers may target warm traffic or customers already familiar with their brand or tap into cold traffic in an attempt to increase awareness and convert competitors’ customers with PPC Ads.

Advertisements appear in front of a precisely targeted, high-intent audience, enticing them to click. This happens particularly while users are exploring a solution that matches your offer. So whether you’re running a start-up or bringing a new product or service to market, PPC ads can work wonders for you.


Examples of the 3 most well-known PPC Goals are:

  • Increasing brand awareness
  • Boosting site traffic by focussing on CTR
  • Acquiring more leads or getting more conversions or sales


Why Is It Important to always set PPC Goals?

The answer to this question is fairly easy to understand. Goals represent key performance indicators, milestones, achievements, or standards that define success. Without setting goals it is difficult at best and impossible at worst, to track efforts or performance.

PPC campaigns executed without setting goals, can turn out to be very expensive and a complete waste of marketing efforts. Spending money on marketing without proper goals can sometimes spell disaster for a business.


How to Set Goals For Your PPC Campaigns

When developing your strategy for paid inbound marketing you must begin by clearly defining your business objectives. You must have a well-defined problem statement in front of you and know which gaps you intend to address with PPC Ads.


High-level strategic goals from PPC campaigns can include:
  • Website visits or Traffic generation
  • Revenue increase in terms of sales volume
  • Revenue increase in terms of average basket size or average order value
  • Brand entrenchment or increase in brand share of preference
  • Lead generation, business inquiries profile registrations
  • Getting business inquiries
  • Build a list of qualified prospects


Once you have defined strategic goals it is time to take a deep dive to define objectives at a more granular level. These objectives would be achieved by using a certain “combination” of tactics. It is important to note the use of the word “combination” here.

This is because independent techniques are well defined and best practices of PPC are more or less known. It is the “combination” of the various techniques and best practices that delivers successful tactics.

Carefully formulated and executed tactics may result in innovative PPC solutions leading to phenomenal CTR and a significant reduction in cost per conversion or acquisition. In order to arrive at these tactics, PPC goals must be SMART and established for the short as well as long term.

It is also imperative that the goals and objectives are output focussed, clearly communicated, and understood across the board before they are implemented.


Setting SMART Goals for PPC Marketing

In the context of goal setting the word ‘SMART’ (usually written in capital letters) stands for Specific, Measurable, Attainable, Relevant, and Time-bound.

smart goals for ppc marketing

To understand SMART goals from the perspective of PPC marketing let us take a look at an example.

Goal: To increase traffic on my website

SMART Goal: To increase traffic on my website by 10% over a period of 180 days starting from January, within a budget of $1000 using PPC Ads on Google, Bing, and Yahoo.

Now you need to communicate how this increase in website traffic will impact your business goals. You need to know exactly where you stand at the beginning of your attempt at achieving the SMART goal.

You should know the details and limitations of your business model and sales funnel. You should have a clear picture of revenue, operating costs, and profit.

You should have your customer’s journey well defined and mapped. You should also be as sure as possible about your target market.

Once you have all these in place and well-defined, you are ready to go. All you need to steer your efforts along the way is a control document to evaluate/analyze data and capture information and tools to track your progress.



Final Words

PPC is a fantastic digital marketing strategy for quickly boosting or sustaining growing a business. By focussing on converting or high commercial intent keywords, keeping tabs on negative keywords, and continuously optimizing Ad Copy and landing pages you can work wonders.

But, to masterfully execute and track a PPC campaign it is necessary to have a well-thought-out and SMART plan of action. Otherwise, you or your clients could be heading towards abject disappointment. Happy Marketing!



What types of PPC Ads are there for Advertising on Google

What types of PPC Ads are there for Advertising on Google

There are various PPC Ad formats that can be deployed to tap into a defined audience. The goal of PPC Ads is not only sales but could be profile registration, membership, lead generation, Email signup, newsletter subscriptions, or file downloads.

Advertisers take advantage of a combination of the various PPC advertising formats to run successful paid marketing campaigns. Proper planning and campaign tracking drive better results by allowing advertisers to optimize Return-on-Ad-Spend (ROAS).


Types of PPC Ads

Following are the types of PPC Ads.
  • Search Ads
  • Display Ads
  • Social media Ads
  • Remarketing Ads
  • Generic Remarketing
  • Behavioural Remarketing
  • Google Shopping Ads
  • Product Listing Ads
  • PPC Ads in Email
  • Local Services Ads
  • Instream Ads


Search Ads

Search ads are purely text-based and frequently appear on the top and bottom of a search engine result page (SERP). They are triggered when a certain set of related keywords are entered by a user. Search Ads are tagged with the word “ad” to indicate that the link is sponsored.

Search Ads are most useful when your goal is brand awareness and you aim to boost CTR by offering high-quality information, solutions, or free product and service trials.


Search Ads


Display Ads

Display ads (also known as Banner or Column Ads) usually contain text as well as graphics. They are relevant to a defined target market and appear on a publisher’s website that is partnering with Google to display them.

These websites may not necessarily be directly related to the product or service being advertised although they can be programmed to be more specific. Display Ads also appear on video streaming platforms like YouTube.


Social media Ads

Paid Ads appear on social media users’ feeds across all platforms like Facebook, Instagram, Linked In, Pinterest, Twitter, etc. As far as advertising channels are concerned, social media platforms have garnered the largest profiled user base.

This is why they are very attractive to advertisers and have proven to be a very effective way for brands to connect with their target market and expand their audience.


Remarketing Ads

Perhaps the most advanced of all types of PPC Ads, remarketing Ads retarget users who have at some point in time engaged with the sales funnel of an advertiser’s brand. User engagement is tracked using cookies stored on the user’s device.

These tracking cookies monitor and report on the users’ behavior while they interact with any touch-point in the customer journey. This type of tracking allows advertisers to ascertain the best way to re-engage the users within any stage of the buying cycle.

The goals met with remarketing ads include Conversion Rate Optimization (CRO), reduction of Customer Churn, Upselling, and Cross-Selling. Let us talk a bit about the subtypes in remarketing campaigns.


Generic Remarketing

Generic Remarketing targets all visitors to an advertiser’s landing page or website regardless of the platform or device they used to conduct the visit. Ads are shown to this audience to ensure that the brand remains top-of-mind while they are still perhaps in the research or consideration phase.

Generic remarketing ads have a relatively higher click-through (CTR) and conversion rate (CR) than straightforward display ads.


Behavioural Remarketing

At times when advertisers are challenged to show the most relevant ads, only to users most likely to click and convert, they resort to Behavioural marketing. This sequential marketing approach takes a much closer look at the user’s behavior using remarketing codes (tags) or pixels.

It is implemented to ensure that the Ads displayed are hyper-relevant to each segment within a much wider audience in the sales funnel. Creativity is of the utmost importance here, in order to make the ad copies engaging and relevant to each segment while avoiding ad fatigue due to repetition.

On popular ad publishing platforms such as Google and Facebook, a sequence of ad experiences can be provided to prospects using multiple channels, to entice, inform and nurture them without losing their interest. This can prove to be quite costly for a number of reasons.

Examples of cost-saving tactics in behavioral remarketing include tag/pixel-based categorization and customization, frequency capping, conversion filtering, contextual targeting as well as a few others.


Google Shopping Ads

Google shopping ads are also based on the PPC model. Much like product listing ads, they pop up when strong commercial intent keywords like “buy”, “get”, or “cheap” are used in tandem with other transactional, product, or navigational keywords.

These Ads appear above organic search results, in a display carousel to provide a virtual window shopping experience to users. Users can quickly access key information about a product, its price, make or model variations as well as any special discount offers.

Google Shopping Ads

Product Listing Ads

Product Listing Ads are used when a business is somewhat established and users have high brand awareness. Such users are in the consideration phase of the sales funnel, but definitely not in the search or exploration phase.

When such users are presented with Product Listing Ads with clear Call-to-Action (CTA), the advertisers want to drive direct response from them. If they click on Ads, they may be converted to the decision phase and finally to the purchase phase of the sales funnel.


PPC Ads in Email

Advertisers are also able to reach potential leads through native ads published as emails or appearing as display ads, in user mailboxes. Email services and storage is provided free-of-cost by various ad platforms. Popular free email service providers include platforms like Google, Yahoo, Microsoft & LinkedIn among others.

While the formats in which these PPC ads appear varies for each service provider, it is interesting to note that PPC Ads in Email apps have demonstrated substantially higher click-through rates (CTR).

PPC Ads in Email prove to be very cost-effective as advertisers are billed only when a user clicks on a Call-To-Action (CTA) button or link provided in the email ad that takes them to a landing page or website.


Local Services Ads

PPC marketing of an exclusive selection of businesses that operate in particular localities is referred to as Local Services Ads. The option to run such local PPC Ads is generally given to traditional small businesses like laundry, catering, home upkeep, and repair.

CTR and conversion rates in Local Service Ads are very high, relative to generic search or display ads.


Instream Ads

Instream PPC ads appear in videos on YouTube & Facebook among other video streaming platforms. These Ads can be short non-skippable types, long format skippable, or a native display advertisement.


Final Words

We hope this article helped you get a quick rundown of the various types of PPC Ads. You can get in touch with our Digital Marketing Agency if you have any questions to find out more about how we can help you take advantage of PPC marketing. Don’t forget to comment and let us know what else you would like to know about PPC. Cheers!



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