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B2B Marketing

How to Effectively Launch a PPC Campaign

An effective PPC campaign can be divided into three parts; research, implement and optimize.


  • …business goals.What are you trying to accomplish with this campaign?
    • What action do you want visitors to take after they have clicked on the ad and arrived at your website?
    • What will this action be worth to your business?
  • …target market.
    • Who specifically are you targeting with this campaign? Is it a broad group or a small group?
    • Why does this ideal customer want or need what I am offering?
    • What is my ideal customer thinking?
  • …keywords and key phrases.
    • What words and phrases do my current customers use to search for my products?
    • What are the results from keyword tool searches?
    • What logical groupings and themes can I develop from these keywords?


  • …campaign structure.
    • Divide your keywords and phrases into logical groups or themes.
    • Use between five and ten keywords for each theme.
    • Determine how many groups do you want to target at once.
  • …ad copy.
    • Using a search engine, search for each of your target keywords. Carefully read and study your competitor’s ads.
    • Compose at least two ads for each them, making them as different as possible.
    • Emphasize selling points or unique attributes.
  • …landing page perfection.
    • Clearly and succinctly, share the specific product/service your target market was searching for when they were presented with your ad.
    • Offer additional information regarding the product or service.
    • Have a “call to action” that is easy to find and complete.e.
  • …campaign settings.
    • When everything above is complete, you are ready to launch your campaign. Each search engine will have a different process, but some items will appear on each.
    • Select the languages and locations for your ad. You can select the entire world, limit it to one country, or even to one state. Do not select a country with a language you don’t speak.
    • Based on your advertising budget, determine your keyword bid amount—what you are willing to pay per click.


  • …advertising.
    • Monitor the results from your advertising.
    • Test different elements and evaluate the changes.
    • Keep watching your competitor’s advertisements for new ideas.
  • …statistics.
    • Utilize any analytical tools offered by the search engine.
    • Track response and feedback from each advertisement.
    • Be open to changing or eliminating any low-performing advertisements.
  • …bids.
    • Track and evaluate your ROI. Examine what you earn per sale, what you are paying for each click, and how many sales you need to make your desired profit.
    • Start with a low PPC bid, then determine if you can afford to increase that bid. Search engines give preferential listing to higher bidders.

A properly implemented and monitored PPC campaign can be a very effective online marketing technique.


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Julie Andrews

No, not "that Julie Andrews". Trust me, I get it all the time... Business marketing is truly a fascinating area. Over the past 5 years new methodologies and tactics have really taken off. Its especially important for B2B marketers to evolve and use these new tools to remain competitive. Myself, along with the team at is here to help educate and advise you every step of the way.

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