To create a successful PPC campaign, you need to identify your target audience, choose the right keywords, write compelling ad copy, create landing pages that align with your ads, assign a budget and ensure you have the appropriate way to monitor, measure & track performance against your key performance indicators. Once you have sufficient data, you can then make informed decisions to optimise your campaigns towards driving efficiencies and moving closer to reaching your business objective. While PPC is a direct response channel, it’s important that you don’t go into PPC with a short-term mindset. It can take many months of optimising your campaigns before the platform becomes a profit centre for your business.

Over the past 12 months, our team has managed over 14 million dollars in PPC advertising spend for our partners. Our in-house team has a collective 42 years experience so we’ve seen how the platform has changed over the past decade. Our approach is crafted from scaling up hundreds of businesses using PPC marketing. Our systems and processes ensure that nothing gets missed. Everything from monthly efficiency tasks like adding negative keywords, improving RSA ad strength and bid adjustments to constantly moving the growth-needle by allocating time to focus on new strategies – we’re obsessed with sustained growth.

Selecting the appropriate channels to test is a crucial decision that can impact your profitability significantly. The primary factor to consider is the monthly budget allocated to PPC. It's recommended to start with the highest intent channels, such as search and shopping, before exploring Google's other channels. Google Search is typically the channel with the least resistance and the highest conversion rates. For ecommerce businesses, launching standard shopping or Performance Max is recommended to ensure placement on the shopping listings. These channels involve pull marketing, targeting people actively searching for your service or product. Push marketing channels, such as YouTube, Display, and Discovery, are typically used for retargeting purposes for performance focused objectives. If not used as a retargeting channel, similar to Paid Social advertising, these channels promote ads to users who aren't actively searching for your service/product, resulting in lower conversion rates than search and shopping. The correct channel selection depends on your goal and PPC budget.

From a dollars in dollars out perspective, PPC marketing can be absolutely be profitable for any business. However, there is no silver bullet that will scale your company and PPC alone won’t achieve sustained growth. What will is an omni-channel paid ads strategy combined with a consistently relevant organic and website optimisation strategies.