On-Demand Workshop: PPC Basics for Industrial Companies

Posted on August 24, 2022

Key Takeaways

1. What is PPC? Learn about the basics and how it improves your online visibility.

2. PPC Inputs: What goes into the setup and how can you use what you already have?

3. Measurement: How to know if your campaigns are successful.

4. Optimizations: Keep working on your campaigns to make them the best they can be.

What is PPC?

PPC (Pay-per-click) is digital advertising where ad spend is charged when the ad is clicked on.


  • Paid Search
  • Display Ads
  • Social Ads
  • YouTube Ads

PPC Inputs

There are a few steps in getting your PPC strategy ready to go.

  • Start with priority products/ services
  • Budget recommendations
    • Keywords
    • Cost of lead x how many leads/ month
  • Gather existing resources
    • landing pages
    • clear conversion points
    • customer resources (docs)
  • Focus on Keywords using Google’s Keyword Planner
  • Targets & Bidding

Measuring Success


  • Impressions
  • Clicks & CTR
  • Conversions


  • Quality Scores
  • Ad Strength


  • Track only what matters
  • Form Fills, Calls


Metrics will tell you what you can improve on

  • Keywords, CTAs, Landing Pages
  • Experiments
  • Look for seasonality

Don’t forget to check out what your competition is doing as well.

Ready to address your PPC strategy?  Let’s get to work!