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For Great PPC, Focus on the Customer Journey

For Great PPC, Focus on the Customer Journey

Did you ever wonder why Google Adwords changed its name to Google Ads? Part of the reason, according to Sridhar Ramaswamy, former Senior VP of Ads & Commerce, was to acknowledge the many places Google Ads appear. In addition to occupying a prime position at the top of search results, Google Ads show up on YouTube, Gmail, Maps and more.

[Tweet “A one-size-fits-all approach doesn’t work for PPC.”]

This variety of outlets means a one-size-fits-all approach doesn’t work for PPC. Things have changed, and we’d like to talk about what that might mean for your business.

Machine Learning & AI have changed the entire PPC landscape by moving Google’s algorithms from an exact match to what Search Engine Land calls an “exactish” match. What this means is less emphasis on choosing specific keywords, and more focus on targeting your ads specifically to your customers.

To Target Your Customers, You Have to Understand Your Customers.

To understand your customers, you need two types of data. The first is the observational data you’ve collected while operating your business – your insights and understandings of who your customer is, what types of offers appeal, and so on. The second is the objective data that’s captured by your website and social media analytics. When used together, observational and objective data becomes smart data – data that helps you understand who your customer is, and how they research purchases.

Take a moment to read this Google infographic, “How intent is redefining the marketing funnel.” You’ll see that the path to purchase is never a straight line. Instead, we’re seeing customers make dozens of searches for even the most trivial purchase.  Every one of these searches represents an opportunity to connect with your customer.

To learn how to capitalize on these opportunities, read this. It explains how an individualized approach to PPC takes advantage of the high precision targeting tools Google has introduced.


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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office