Click Less, Think More: Building a Strategy That Works

Hi there, it’s Chris here from PPC Geeks.

Too many people log in to their ads account and click around without knowing why or what they are trying to achieve.

I call this doing the ‘clicky clicky’.

You don’t get in a car to go somewhere without planning, even loosely, how you are going to get there.

Too many people are just clicking around in their ads accounts without having an overall idea of what they are actually trying to achieve.

In our experience speaking to marketing managers and business owners worldwide, just having some kind of strategy sets you apart – most people are flailing around.

Look, strategy is a misaligned word, and it means different things to different people.

But when it comes to your digital marketing spend, it is about knowing what you are trying to achieve and having not only the right plan to get there but also the right channels and a way of acting on all the data you are going to collect.

Too many people see their Google Ads or Meta as tools they just have to use and start clicking around and reading hacks online.

Without a solid strategy in place, you are on a path to poor results and wasted spend.

What’s worse is I speak to marketing teams and large companies who don’t even know what KPIs they are targeting.

This isn’t hyperbole – it’s true, and it never ceases to amaze me.

We always start by establishing clear objectives and targets from the very beginning.

It is vital to ask the right questions about what you want to achieve and then build a strategy around those answers.

If you don’t know what you are trying to achieve, how do you know if the tools you are using (in our case, ad networks) are even fit for purpose?

The more aligned we are with our clients’ goals, the better we can train the Google Ads algorithm and optimize campaigns to deliver real results.

I often liken it to having a roadmap in life because without a plan, you are simply wandering and hoping for success.

A good strategy means setting up accurate conversion tracking so that you know exactly what is working and what is not.

This is the foundation on which you can build and optimize your campaigns over time.

You need to understand your margins, past performance, seasonality, and factors like current competition to inform your strategy.

This process is not rigid; it is about setting clear objectives and then adapting as market conditions change.

We set quarterly strategies with monthly reviews and weekly tweaks to ensure that we remain on track.

This approach allows us to react quickly to external changes such as a new competitor entering the market.

It also means that you are constantly learning and refining your approach rather than making random adjustments – with your KPIs as your North Star and being agile as your strategic way to get there.

Without a plan, you are more likely to fall back on quick fixes that ultimately benefit Google or Facebook rather than your business.

We help our clients understand that a strategy is not just a static document but a living plan that guides every decision.

When you have a clear strategy, you can align your campaigns with your overall business goals and extend that planning to other areas of marketing and productivity.

It makes all the difference between being reactive and being proactive in a competitive landscape.

Our clients know that the right strategy is the difference between hitting your targets and just spending money for the sake of spending.

If you are simply clicking around without a plan, you are leaving your success to chance, but Google’s shareholders will thank you for the money.

If you need help developing a proactive strategy for your digital marketing, let’s chat and build a plan that delivers real results.

Until next time, remember to plan smart and act with purpose.

Cheers!

~ Chris

Co-Founder & Chief Geek
PPC Geeks – The UK’s leading specialist PPC Agency.