5 Steps To A Successful PPC Campaign

Over the past 18 years of running PPC campaigns, I’ve accrued not only a sick amount of hours at the keyboard working on campaigns, but I’ve also interviewed a TON of marketers, wannabe marketers, agency people, and even some of the best media buyers. In addition to this, I’ve audited hundreds of accounts.

So with this, I know what the vast majority of marketers are doing, how they think, and how they approach PPC.

The most common threads are:

1. Lack of fundamental understanding. They don’t have a real grasp of the basics — how to structure an account, segment traffic, write compelling ads, craft compelling offers, or build high-converting landing pages.
2. Their methodology is weak. They pick up whatever the common advice is and run with it: consolidate campaigns, let the algorithm handle it, use all broad match keywords, just use Performance Max, throw every keyword into one ad group.
3. No time, or too many shifting priorities. Agency people and in-house marketers may be capable of executing strong PPC campaigns, but they’re stretched thin — so they don’t.
4. No access to the best tools. They rely on platform conversion metrics. They either don’t know which tools to use and why, or don’t want to pay for them, so they end up optimizing for the wrong outcomes.

For more, check out the infographic above. It’s a great summary of how to construct a successful campaign.