Making PPC More Effective

PPC, or Pay Per Click, is a bit of the cornerstone of any digital marketing campaign. Yes, it is critical to maximize that organic traffic, but all businesses can benefit from adding to that with paid ads. However, PPC is different because it is so much easier to measure than any other type of marketing, and because of this, the main focus tends to be on the ROI, or Return On Investment. Because you know just what you spend for the ads, you will be able to figure out whether or not the traffic they send to the site is worth it.

There are a few things that you can hone in on to improve your strategy for your PPC campaign to increase your ROI. Let’s look at a few of them now.

Collect Data and Tweak as You Go

The more data you collect, the better your PPC campaign will be. You need to have a campaign in place, though, to do this. Things that you should pay attention to include:

·  Which type of device is used by the clicker and their geographic location.

·  What keywords triggered your ad to appear. Google can tell you which keywords or phrases get the most clicks.

·  The position of the ad on the page.

Each of these things generate data that can be used to tweak your ad campaign to make it more effective.


Realize that Google isn’t the only platform for PPC campaigns. Facebook offers something similar. This is called Facebook Ads. The first thing that you will need to do to use Facebook Ads is to create a fan page as opposed to a personal account. Facebook will delete any personal account they find marketing a business. 

You also need to realize that when people go to Facebook, they aren’t there to shop. Before they will be ready to make a purchase, you will need to make an impression on them to build awareness of your brand. Make sure that the ads are directed to your fan page on Facebook for this reason. Once they become a fan of your page, they will begin seeing all of your posts in their timeline, increasing their awareness of your brand and building a relationship with them so that they will feel comfortable buying from you.

Elements of Your Ad

You will need to use a few key elements for your PPC ad campaigns to work effectively. Some of them are pretty common sense, and some aren’t. Here are the ones you will need to pay attention to.

·  Always use keywords in the title.

·  Your title needs to be relevant to your website.

·  Include a call to action.

·  Make it grammatically correct.

·  Emphasize emotions to hook the audience.

Creating the Structure of the Campaign

Once you have assembled your laundry list of keywords, it will be time to go over the data and look for patterns. Doing this will create ad groups, which are basically keywords that are clustered around a central theme. This could be something like “makeup supplier”, “makeup designer”, and “low price makeup” for a makeup campaign.

Creating the Ad and the Landing Page

There is more to a PPC campaign than just the ad. Where will the user go when they click your ad? The landing page is just as important as the ad. It is critical that you shape the various offers and the content for both the landing pages and the ads so that they will fit the target audience of your ad group. For example, the “makeup supplier” target ad group might be purchasing managers who work in larger firms, while the “makeup designer” group target might be makeup engineers or in-house marketers.

Review and Adjust

As you go forward with your campaign, you will be steadily collecting data and tweaking the campaign accordingly. You will come to find out which keywords generate the best conversion rates and CTRs and be able to get rid of phrases and keywords that don’t perform as well in order to improve the quality and visibility of the ones that perform well.

Overall, you need to remember that people who click on your ad might be doing research on products before they buy them. Just because someone clicks on your ad, that doesn’t mean that they will make a purchase right then. Always include a call to action though to create a sense of urgency in them.

About the author

Amanda Green is a site contributor that often writes on personal finance, marketing and business. In her free time she enjoys reading and playing volleyball with family and friends. Her work may also be found on


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