A PPC strategy to wrap up 2021

Antonella Saravia

3 years ago



In the last year, our priorities shifted as advertisers, businesses, communities, and individuals. As a white label PPC agency, watching spikes in consumer behavior has been quite the ride. But there are enough blog posts out there telling you that the world has changed. We’ve written some; others have as well; we all get it. We need to focus on how to handle PPC marketing going forward.

In the words of Warren Buffet, “An idiot with a plan can beat a genius without a plan.” The right PPC strategy can keep your business running as trends arise and markets fluctuate. Moreover, if your performance isn’t where you’d like it to be, you can reference the objectives in your strategy and easily adjust your campaigns.

Allow us to walk you through some of the key elements of preparing a strategy so you’re in great shape to wrap up 2021.

This post goes deeper into what a digital marketing strategy means and what efforts will help you align with these new conditions.

What Is a Digital Marketing Strategy

A digital marketing strategy is a plan to achieve your marketing goals with the help of digital vehicles. Essentially, this yearly agenda summarizes which channels your business will leverage and how.

Each element of digital marketing has a purpose and reason for the investment that you are making. However, as we mentioned earlier, some of these attempts may not do well, so your team will need to assess what else can be done with those marketing funds or without those underperforming platforms to achieve your desired results.

What Is a PPC Strategy

Similarly, a PPC strategy is a master plan of the platforms, tools, and campaigns you will use to connect with consumers. Each ad placement and campaign should have a way to get users to click on one of your online ads.

The changes in recent years have demanded that all businesses re-evaluate their marketing plans to include PPC marketing and SEO.

As a white label PPC agency, we saw a great opportunity to help our clients and partners rebuild their marketing plans. Below are some of the most common and effective ways we were able to grow together.

Customer Retention

There is no secret behind keeping your current customers. Loyal customers help combat the ebb and flow of the inevitable tide of business.

Many don’t realize that once you’ve won over a customer, you must continue to value them. Like all things in PPC, this isn’t a set and forget activity.

How do you do this?

  • LISTEN: An effective PPC agency needs to listen to their priorities from the start. Focus on addressing complaints and concerns each time you meet; these topics will mark your team’s improvement. Your customers will appreciate your efforts and be more forgiving about issues farther from their priorities.
  • LEARN: Give your team members the resources they need to sound like experts. You don’t have to be an expert to understand something, but you need to understand it yourself. The more well-versed you are on the benefits of PPC campaigns, features, and strategies, the easier it will be to persuade someone to try it themselves.
  • GUIDE: Know your materials well enough to guide your clients through each of the PPC documents that you present. It’s incredibly overwhelming to go through performance reports and not understand where your investments are going. Nip this doubt from the beginning by helping them know how you are connecting their business to their ideal customers and the impact that it will have on their business.

Microsoft Advertising 2020 Partner Awards

Time to Get Digital

Yep, we know you’ve been told that you need to be online, but we’re here to help you understand the benefits. Yes, the world has already gone digital, but recent events have doubled its importance, and although a degree of normalcy has been restored, there is no guarantee that it will return entirely.

Digital platforms also allow customers to understand your brand, why you strive to provide products and services, and what makes you differ from the competition. It gives them a reason to choose you over someone else. If they’re intent on purchasing, why not from you?

Different platforms and formats will bring different customers, so make sure to align your efforts with your audience. Once you’ve established a connection with those interested in your products, you can begin to branch out to new segments and adjust your communications accordingly.

We’ve bookmarked an article by Forbes discussing the importance of a digital presence, check it out!

Improve Content & SEO

SEO will help bring organic traffic to your site. When they enter their search queries, your SEO strategy will make sure they see you

Now, let’s say you create a solid SEO campaign and begin connecting with your target audience. Your website visits spike! However, you begin to see a quick drop-off. This issue disheartens many, but it usually means they’ve only done half of the work.

The component that many tend to overlook is engaging, quality content. Has any old brochure or ad ever convinced you to purchase something? Or helped you pick one vendor over another? It’s usually their overall communications that capture your attention and make you feel that they can satisfy your needs.

Though we may be out of practice post-quarantine, it’s important to remember that first impressions matter. Presentation, structure, and messaging will impact whether a user decides to stay on your site and peruse through your offering.

Relatable, no-fluff content can go a long way. You know your customers. You know their pain points, address them head-on in your content and provide the solutions without runarounds.

Eager to learn more about how you can improve your content? Read a recent post on how you can create a content marketing strategy that will boost your business.

Leveraging Facebook Ads

Social networks have the potential to bring in a good portion of your business–approximately 30% of website visits. Billions of active Facebook users spend an average of 50 minutes daily on the platform, creating an opportunity that businesses can’t afford to miss.

Facebook ads give advertisers the option to target people based on various criteria such as their interests, locations, age, gender, job titles, behaviors, and more.

Take our latest course to learn more about pitching Facebook Ads, how Business Manager works, and how your business can take advantage of them to achieve your desired goals.

Our course is designed to help your agency’s sales team sell Facebook Ads management services to client prospects. You can follow along as we navigate the basics, look at how it works, and show you how to apply information from a Facebook Audit to support a successful client pitch.

Pitching Facebook Ads Course


Though it is intimidating, developing a digital marketing strategy isn’t as complicated as it sounds. The specialists at our PPC agency stress that an equal effort into various elements work together to achieve your business results.

As we mentioned before, many of our partners and clients see a spike in visitors but lack the information users seek once they’ve arrived. Make sure to satisfy these needs to stay in favor and become a credible source for your visitor.

Bring the elements together, and you will see a breakthrough.