Pay-per-click (PPC) campaigns are imperative for business growth and profit when it comes to online marketing. There are several ways to employ PPC advertising for a business, but Google Ads is the most popular and most effective. By linking a Google account to a business, campaigns can be run through Google and direct potential customers to the business website, leading to an increase in website traffic and sales. There are five essential strategies to keep in mind when running PPC campaigns.

1. Keywords Strategy

When running a PPC campaign, using the right keywords is vital. Any PPC campaign created must keep keyword efficiency at the centre of its mission, as the number of website visits is dependent on the right keywords. Using the wrong keywords can elicit attention from the wrong audience, rendering the PPC budget useless.

Keyword match types are also essential in B2B, as is the case with B2C. Employing connectors such as ‘services,’ ‘vendors,’ ‘suppliers,’ etc., is a great way to ensure hyper-targeted website visits. Negative keywords are also important, as they help filter out unnecessary clicks such as ‘jobs,’ ‘salary,’ ‘free,’ etc., and further ensure the campaign reaches the audience it is intended for.

2. Structure Strategy

When building a campaign structure, it is essential to keep the customer in mind. Understanding the link between awareness of a business and consideration of purchase can help you choose the proper keyword and copy structure, as this will deliver the message of the business to its core audience.

The structure of the campaign should be open to maintenance and updates, as the measure of website visits and business profit will determine whether the advertising needs to be adjusted. Another critical thing to understand is that the ROI (Return on Investment) of a campaign will reflect its position in the funnel, therefore allowing businesses to manage ROI at a more granular level.

3. Copy Strategy

B2B is generally a strategy that revolves around consideration and relationship development. Therefore if business campaigns are set up well in the funnel, the correct copy will be delivered according to the targeted audience. Some things for a business to consider about the audience are: Who is the target audience? Where are they? What are their needs?

A typical call-to-action will not include copy that contains ‘buy now’ phrasing, but rather ‘learn more,’ ‘find out more,’ or ‘contact us.’ The purpose of the copy is to offer information that is helpful to potential clients and will assist in developing relationships.

It is also important to be specific in ad copy, as this further sets businesses apart from competitors and lets customers know what they offer in more detail. Businesses should consider offering a price list for their goods or services, as this helps customers determine whether they qualify to invest or not.

If a business has been granted any awards, top-rate statuses, or anything else that makes them stand out in comparison to others, including that in the copy will increase site visits and invite potential customers. Essentially, the copy of the PCC campaign is where a business will convince the audience to click on the link and consider spending their money.

4. Audience Strategy

In order to understand an audience, a business should build customer personas and verify them with customer research. Understanding the audience is vital for targeted campaigns, the content of the campaign, and how the journey from click to cart evolves. Combining an understanding of the audience with the right keywords is a highly effective way to generate website traffic and increase sales, as the two go hand-in-hand.

The point of knowing and understanding an audience is to deliver marketing content that causes a response in people. That response should be to want to know more about the business and potentially buy the goods or services it offers.

5. Measurement Strategy

B2B generally has longer life cycles, which makes it challenging to measure on the basis of direct response. Furthermore, attempting this with incorrect metrics may result in over-optimization and marketing decisions that will not benefit the business.

As with any industry, it is essential to measure as much as possible and to test as much as possible. The proper measurement protocols will aid in developing the ability to understand and optimize efficiency, which will, in turn, aid in the development of data.


There are some additional strategies to consider with your PPC campaigns that can also boost the ROI.


Employing industry acronyms might have a substantial advantage over using complete words and phrases, which will lead to higher search volumes and less competition (thus a lower CPC or cost-per-click).

Email marketing

Potential customers gained through PPC campaigns may need more communication than those who found the business in an organic way. Communication can be automated and provide marketing messages for customers based on what brought them to the website. Email marketing includes workflows and newsletters sent to subscribers.


The key to remarketing is to target customers who have already visited the website or invested in the goods and/or services it offers. The benefit of this is that it targets an audience already interested in your business, and a specified campaign centred around remarketing can potentially lead to a higher ROAS (return on ad spend) percentage than attracting new customers.


Whether a business already employs PPC campaigns for its media marketing or wishes to boost website traffic and online sales, strategies are vital for the success of business media marketing. The online world advances at a fast pace, and any business intending to operate sustainably and successfully should be aware of PPC campaigns and how to make the most out of them. Knowing which strategies yield the best results can mean the difference between failing and succeeding when it comes to business media marketing.