PPC Snobs

PPC coaching for startups and social enterprises.

Module 1: Alignment

Alignment is about understanding where PPC can take your business, designing the roadmap to get you there, and making sure that everyone in your organization can follow the journey.

Table of Contents

Part A - There are only 3 PPC business models that matter

1. PPC for E-commerce

Businesses use PPC to sell products. 

PPC platforms focused on e-commerce usually feature the product image, titles, price and a unique selling point. 

PPC for e-commerce should be focused on cost per acquisition, life time value, and return on ad spend (ROAS).

The 3 best platforms for e-commerce PPC:

1. Amazon Ads

The undisputed champion of eCommerce. Amazon PPC is focused on boosting your shop profile and driving direct sales. 


2. Google Shopping

The 2nd place winner is Google Shopping. In fact, businesses can now list their products on Google Shopping for free.

3. Pinterest Ads

An emerging contender for e- commerce PPC. Pinterest surpassed $1B in ad revenue in 2019. Something to pay attention to.

2. PPC For Lead Generation

Everything You Need to Know About PPC Advertising

Business use PPC to sell services. 

User clicks ad > user gives information in return for something (quote, case study, guide, etc…) > user becomes a lead. Boom. Lead generation explained.

PPC for lead generation should focus on cost per lead, close rates, cost per acquisition, life time value and return on investment.

The best 3 platforms for PPC lead generation: 

1. Google Ads

The best platform for lead generation by a distance. There’s a reason why Google makes more ad revenue than most of the other platforms combined. Users are telling you what they want, you just have to search.


2. LinkedIn Ads

LinkedIn’s platform is built around professional development, so users are much more open to hearing about new offers. What’s great is that users have their company and job title listed, also making LinkedIn a great tool for ABM.

3. Affiliate Ads

Affiliate channels built around your industry are great for driving leads, especially review sites. The users are already interested in your type of product/service. Show off your best product features and customer testimonials.

3. PPC For User Acquisition

Businesses use PPC to acquire users. 

PPC for user acquisition involves SaaS companies, social networks, content websites, and mobile applications. 

The focus should be cost per acquisition, average revenue per user, lifetime value, and

These are the 3 best platforms for user acquisition:

1. Google Ads

The king of user acquisition too. Google’s billions of searches means that if there’s a name for your solution, there’s probably somebody looking for it.


2. Facebook Ads

Facebook’s reach is deep. With 2B+ users, Facebook is the most successful anything in history. This also includes driving new users to your platform or network.

3. YouTube Ads

YouTube is the 2nd biggest search engine in the world (Amazon is 3rd) and the 3rd most popular PPC platform (Facebook is 2nd). Video and podcasting is the future.

Part B - How to use PPC to penetrate various stages of the purchase funnel

Businesses use PPC to target three types of audiences:

1. People who are considering your service/product – bottom of the funnel audiences. 

2. People who are researching your service/product – middle of the funnel audiences. 

3. People who need to know that your service/product exists – top of the funnel audiences.

I like to play a game called, “Spot the CTA”. Next time that you see a button on a website, pay attention to the text inside of it. This is the call to the action (CTA).

CTAs often give away the stage of the funnel that is being targeted. See the examples below to better understand what this means.

1. Top of the Funnel CTAs

Top of funnel CTAs ask the user for a soft commitment in exchange for very high-level information, such as what you’d get in a blog or podcast.

2. Middle of the Funnel CTAs

Middle of the funnel CTAs ask the user to commit to finding out more info about your product or solution, usually a demo request or content download.

3. Bottom of the Funnel CTAs

Bottom of the funnels CTAs usually ask users to get started with the sales process. When you see trial, quote or cart…please prepare to depart with your funds.

The most strategic way to use PPC is to deliver content best suited to where users sit in the funnel. 

Certain PPC platforms are better at addressing specific stages of the funnel than others. Google Ads is a great bottom funnel channel. Facebook is great for top-funnel engagement. Review sites are great for driving middle-funnel action.

A full-fledged PPC strategy should aim to penetrate the entire funnel, top-to-bottom, but remember this: branding starts at the top, sales starts in the middle and revenue starts at the bottom. Choose your funnels wisely.

Part C - Visit the PPC Snobs™ Resource Library

1. Ensure that there is a universal understanding of PPC across the organization. 2. Undergo a thorough business and industry discovery process. 3. Implement a tracking and reporting infrastructure to monitor your alignment. Every business needs a PPC check engine light. Keep reading to learn how to build yours.

Startup Guide

Freelancers Guide

Module 2: Discovery