Way2go Digital

PPC Strategy


Before recommending a PPC management strategy, Way2Go PPC experts start off with a detailed marketing audit of the PCC for its clients existing and new PPC campaigns and will comprehensively analyze your PPC accounts in detail to build an audit report that includes the weaknesses and strengths of the campaign as well as effective suggestions and insights.

The main audit items are the following:

-Keywords Analysis
-Targeting Analysis
-Quality Score
-Cost Per Click (CPC)
-Conversion Tracking
-Ad optimizations
-Site extensions
-Landing page optimization
-ROI tracking

In addition Campaign structure, settings and performance are analyzed and benchmarked with competition to support to have the optimal PPC strategy for your brand.

For any PPC campaign, there are many ways to evaluate the performance; however, we by experience we know that there are 5 main KPI’s (key performance indicators) that are strong indicators and important to be tracked in order to understand the current campaign performance and plan for future strategies. The 5 main KPI’s are CTR, Conversion Rate, CPA, CPC, and Impressions.

Each of the indicators below is explained in details:

Click-Through Rate (CTR)

Click-through Rate shows you how likely your ad is getting clicked with respect to the numbers of impression are receiving. Based on CTR, you can evaluate the structure of the ad as well as its quality score and relevancy.

Conversion Rate

Conversion could be any action that is important to the business. It could be a sign-up form, subscribing, purchase, live-chat, request for a demo etc… Thus, Conversion rate shows you how well your Ad is relevant to the landing page and also helps you detect if either the Ad or the landing page are misleading the visitor. Conversion Rate is very important KPI that play important role both in PPC and SEO and determines your increase in sales and ROI.

Cost per Acquisition (CPA)

Cost-per-acquisition (CPA) bidding is a bidding option that lets you decide the amount you’re willing to pay for a conversion. CPA bidding will help you welcome visitors that are more likely to perform an action. For this reason, successful CPA bidding needs a certain period of time during which you can analyze the data and insights and decide whether to choose or no.

Cost per Click (CPC)

Cost per click measures how much each click on your ad costs. Just like CPA, it is important to measure and determine how much you need to spend on your PPC campaign to get a certain amount of clicks that will result in a justified ROI.


Impressions are the number of times your ad appears in the eye-sight of the user. For any brand, it is an important KPI that helps to boost the awareness and visibility as well as CTR.

In addition, when we speak of PPC strategy, there are several factors that are very important to be performed professionally. Our PPC experts focus on following Questions to design a successful PPC strategy:

What makes your Brand unique?

A strong unique selling proposition can help you attract a large number of customers as well as reach high sales rates.  A better PPC strategy is formulated by answering the following questions:

  • Which products yield higher margins and ROI? –Prioritize accordingly.
  • Any new products you want to introduce for this PPC campaign?
  • How is your product adding value to your customers?
  • What are your products features and benefits?

 Who is your PPC targeted to?

Way2Go defines PPC targeting as important factor and base strategy for PPC Management. PPC targeting could be very detailed as per following:

  • By Geography: nations, states, regions, countries, cities, neighborhoods, or postal codes.
  • By Demographics: Gender, Age, Occupation status etc…
  • By Customer Behavior: Divides consumers into groups according to their attitude and action rate in your website.
  • By Interest: Divides consumers according to their lifestyle, which includes hobbies, interests etc…

 How well are your Keywords structured?

Way2Go PPC experts provide a structure format for naming accounts, campaigns and ad groups customized to the size and needs of our customers.

The benefits of such an approach are the following:

  • Better managed keyword groups that have unique objectives.
  • Improved PPC campaign tracking.
  • Accurate and Efficient planned targeting.
  • Advanced reporting which leads to better analysis and decision taking.

 Kick Start to Setup your PPC Strategy today!

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