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There are 4 main goals that should be continually maintained for a successful PPC campaign marketing strategy. First, your PPC marketing campaigns should increase your company’s branding by displaying lots of impressions to potential customers searching for your business. Second, your PPC campaigns should drive new traffic and visitors to your website at a price below your target cost per click. Third, your PPC marketing strategies should absolutely increase lead flow to your business while still maintaining your targeted cost per acquisition. Cost per acquisition is the cost associated to acquiring new customers. Finally, your cost per click should deliver a cost per lead, which results in a cost per customer that ultimately produces enough revenue to create a positive return on your PPC investment.