Top Ten PPC Tips

Top Ten PPC Tips

Pay per click (PPC) marketing is one of the best ways for a business to promote products and services online and drive traffic to a landing page. PPC involves creating ads and having them featured in prominent positions on search engines and affiliate websites. The aim of a PPC campaign is to get as many people as possible to click on these ads and, ultimately, make a purchase on your website. Businesses pay for the incoming traffic on a per-click basis, hence the name pay-per-click.

In order to create a successful PPC campaign, it is important that ads are created and optimised correctly; otherwise, you could find yourself spending a lot of money with little return on investment (ROI). To help make PPC a more a fruitful and enjoyable process, here are our top 10 PPC tips:

1. Research those keywords

Keywords are at the core of every PPC campaign and it is essential that you use the correct ones. Look at the keywords being used by competitors and use the Google AdWords keyword tool to find keywords and build lists. Also, take your own search habits into consideration.

2. Use long tail keywords

Long tail keywords utilise your core keywords and create longer three, four, and five word phrases that directly relate to your business. Search engines users have become very specific when conducting searches and those typing in longer phrases are generally more likely to convert. Long tail keywords also have fewer bids, meaning cost per click is lower.

3.  Think about location

Many people waste valuable money by not focussing on locations. Each of the major search engines offers geo-location features, which improve the search experience for the users. If your business involves selling used cars in Glasgow, then having ads viewed, or clicked on, by people in London will be a waste of time.

4. Use Google Analytics

Google Analytics is a brilliant tool that provides a lot of information about your website, such as which pages are most visited and what time of the day has the highest conversion rate. Such data is excellent in helping you fine-tune a campaign.

5. Test and experiment

The best way to find out what type of ads work best is to run several campaigns for the same keywords. Test ads and experiment with new and unused tactics.

6. Create ad specific landing pages

If a user is directed to a landing page that is not related to the content of the ad they have clicked on, your bounce rate will increase dramatically. Rather than use generic landing pages, make sure that they are ad-specific.

7. Keep ad quality high

When it comes to successful marketing, content is everything. The quality of your ad content must maintain a high level, catching the eye of the reader and feature a call to action.

8. Track conversions

Conversion tracking is an area of PPC that many people ignore. It is important to know which of your keywords are producing conversions, so make sure conversion tracking is always enabled.

9. Make the right bid

The best bid prices are the ones that will get landing pages the highest amount of traffic for your budget.

10. Stay ahead of the game

Many PPC marketers fall into the trap of putting campaigns on autopilot after a certain amount of success – do not make the same mistake. Much like SEO, PPC is constantly evolving and trends are always changing. Make sure that you keep up-to-date with the latest industry developments and stay ahead of the game.


PPC marketing can be hugely beneficial to online businesses; following the ten tips mentioned here will ensure you get it right.

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