PPC Optimization Tips from Google

How you can use digital marketing and pay-per-click (PPC) to boost the success of your business.


Today’s Landscape

Research by McKinsey and Company conducted in May 2020 shows that decisions made now can have an impact at a later date. During this webinar, we'll look to the future, and how you can use digital marketing and pay-per-click (PPC) to boost the success of your business.

The key themes emerging in the current landscape for consumers is:

  1. 56% of consumers prefer to hop on-line and have minimum time in-store.
  2. Three out of ten B2B and B2C consumers have bought different brands.
  3. 72% of consumers are now shopping online and making different buying decisions.
  4. 60% of US consumers are shopping the same of more than before, even in the current economic climate.

COVID has accelerated the shift to digital for B2B decision makers. Habits formed today will become the norm in the future, and decisions made during COVID will need to be sustained into the future.


There are two core strategies that businesses can follow:

  • The store-centric approach. This provides consumers with the information they need and is ideal for dentistry, law firms. and retailers, etc, that require that hands-on experience.
  • The omni-channel approach. The omni -channel approach allows the consumer multiple touchpoints with your business. For example, they can interact with a business on social media, You Tube, etc, and is ideal for every business.

Reactivate and Accelerate Sales

The aim of reactivating and accelerating sales is to drive growth in the ever-changing landscape. Google provides tools that can help drive those results.

  • Google Trends (can be narrowed down to your country or region)
  • Performance Planner (available within Google Ads)
  • Optimization Score (available within Google Ads)
  • Google tips on Think with Google (available in multiple countries)

All tools are constantly updated and are available now. The work that you put in now will have a huge impact for the future and that engaging with customers in a digital way is the future.


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