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PPC and Marketing Strategy Refresh

Writer's picture: James BalmforthJames Balmforth

If you’ve rolled into 2025 on the same path as before, it might be time for a reset - or at least take the opportunity to ask new questions.


As your business steps into a new year, there’s an undeniable urge to press the refresh button, particularly on strategies that drive growth.


January is your ice bucket challenge - a necessary jolt to refocus, re-energise, and address blockers that may have been holding your business back.


While many businesses ended Q4 on a high, the new year offers the perfect opportunity to take a step back and critically evaluate your marketing strategy.


If you want to achieve long-term, sustainable growth, now is the time to make sure everything is aligned, from the overarching marketing strategy to the details of your PPC campaigns. A refreshed approach could be just what you need to drive greater performance in 2025.


The Power of Strategic Clarity


When it comes to both marketing and PPC, clear strategic direction is essential. Without a unified vision that ties together all aspects of your marketing efforts, it’s easy to get lost in a cycle of tactical actions that may not be driving the results you need.


In 14 years working in PPC, I’ve seen firsthand how stepping back to examine the bigger picture pays off. It requires time and effort, but the long-term dividends are undeniable.


Sure, it’s easier to stick with what’s working on the surface—tweaking campaigns here and there, adjusting bids, adding keywords—but true growth comes from a more holistic view.


While PPC optimisations certainly deliver value, the true levers of growth often lie in areas outside of the immediate campaign adjustments. This includes pricing strategy, website performance, and refining the customer journey. These elements are often where high-impact opportunities for growth are hiding, waiting to be uncovered.


Uncovering Growth Opportunities



As you look ahead to 2025, it’s important to reassess your marketing strategy with fresh eyes. Doing so can reveal opportunities that might not be apparent when you’re focused solely on PPC metrics. Take a closer look at these key areas to unlock growth potential:


1. Closing Budget Gaps and Finding Incremental Gains


It’s common for businesses to leave budget gaps that could be better utilised. Whether it’s through overlooked ad groups or untapped keywords, incremental budget reallocations can unlock new opportunities for growth.


If your current campaigns aren’t running at full capacity, even small budget adjustments can yield significant improvements in performance.


2. Enhancing Website Performance to Increase Conversions


It’s easy to focus only on driving traffic, but what happens once visitors land on your site? If your website isn’t optimised for conversions, all the PPC traffic in the world won’t do much for your bottom line. Improving load times, user experience (UX), and overall design can significantly boost your conversion rates, ultimately turning more of your traffic into paying customers.


3. Navigating Rising Market Competition


With the digital landscape becoming more competitive each year, it’s essential to monitor how your competitors are evolving.


Are they upping their PPC budgets? Is there a shift in their messaging or creative strategies?


Identifying these trends early on will allow you to stay ahead of the curve and maintain your competitive edge.


4. Addressing Inventory Issues and Aligning Pricing


Inventory shortages or misaligned pricing can quickly become growth blockers. Without the right supply chain strategy or competitive pricing in place, even the best PPC campaigns will fall flat.


Be sure to take a deep dive into your inventory levels and pricing structure to ensure they’re aligned with market demand. When everything is in sync, your campaigns can thrive.


Asking the Right Questions for a Refined Strategy


To get the most out of your marketing strategy, it’s essential to ask some tough questions. These questions can reveal deeper insights about your business, which will help you refine your strategy for better results:


  • Is the core proposition compelling enough for your target audience?

  • Does your product mix reflect current market demand?

  • Are there any hidden opportunities to improve customer engagement or lifetime value?


The answers to these questions will help shape a more targeted, effective strategy. By addressing any weaknesses and capitalising on strengths, you can build a more robust marketing approach that will seamlessly integrate with your PPC efforts.


Shifting Focus: From Metrics to Sustainable Growth


Once you’ve refined your marketing strategy, the next step is to bring it into alignment with your PPC efforts.


The key here is to shift the focus from surface-level metrics like clicks and impressions to the underlying elements that lead to measurable, sustainable growth.


Here are some of the key areas to focus on when aligning your PPC strategy with your broader marketing goals:


1. Budget Allocation Targeting High-Growth Areas


With a clear strategy in place, it’s time to direct your resources to the most promising areas.


Use data-driven insights to guide your budget allocation, ensuring that the areas with the highest growth potential are fully funded. This might mean increasing investment in high-performing campaigns or testing new ad groups that align with your updated strategy.


2. Website Optimisations That Boost Conversions


Your PPC campaigns will perform better when they’re driving traffic to a site that’s designed to convert.


Website optimisations—such as improving your landing pages, making the user experience smoother, and testing call-to-action buttons—can all improve conversion rates.


By aligning your website’s performance with your PPC efforts, you can maximise the ROI on your advertising spend.


3. Staying Ahead of Competitors in Auctions


One of the advantages of having a comprehensive strategy is the ability to monitor market trends closely. Are your competitors increasing their PPC budgets?


Have they changed their bidding strategy? Staying ahead of your competitors in auctions requires quick decision-making and smart adjustments. AI tools and machine learning can help you monitor competitor movements and adjust your bids in real time.


4. Aligning Inventory and Pricing to Maximise Potential


Incorporating inventory and pricing data into your PPC campaigns ensures that you’re promoting the right products at the right prices. If there’s a product that’s overstocked, consider running specific campaigns to drive sales.


Similarly, ensure that your pricing is competitive and aligned with your market position to maximise profitability.


Turning Pressure Into Progress


January presents the perfect opportunity to reset and recalibrate your marketing strategy. By taking a step back and reassessing your approach, you can create a solid foundation for growth in 2025.


This is the time to turn any pressure or uncertainty into progress. Align your marketing and PPC strategies, ask the tough questions, and set your business up for sustained growth throughout the year.


When you do this, you’re not just looking to optimise your campaigns for short-term wins—you’re building a strategy that drives long-term, sustainable success.


Key Takeaways:


  • A refreshed marketing strategy is essential to tackle blockers and seize new opportunities.


  • A clear, unified strategy at both the marketing and PPC levels drives sustainable growth.


  • By reassessing your marketing plan, you can uncover high-impact opportunities for your business.


  • Aligning PPC efforts with your overall strategy ensures that every campaign is optimised for success

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