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How to Strategise Your PPC Campaigns for Greater ROI

Blog / How to Strategise Your PPC Campaigns for Greater ROI

Do you know what’s better than free money? All the ROI you can get from your PPC campaigns! But to maximize your ad spend and see positive ROI, you need to have a solid pay per click strategy in place. And that means doing more than just throwing some keywords into a campaign and hoping for the best.

You need to ensure that your ads are targeting users who actually want what you’re selling, and then making sure their experience on landing pages converts them from browsers into buyers with ease.

Know your target audience.

Setting up a PPC campaign isn't just about throwing keywords into an AdWords account and hoping for the best. As with any marketing strategy, you need to be prepared before you begin. Below are some of the key things that every PPC marketer should know about their campaigns:

  • Who is my target audience?
  • Who are my competitors?
  • What do I have to offer that others don't?
  • How does this compare with what other advertisers in my industry are doing?
  • What do I want out of this campaign (e.g., leads generated, clicks made)?
  • Is my budget big enough to get results?
  • Am I prepared for how long it will take (and/or how much) to achieve those goals
internet marketing strategies pay per click

Optimise your landing pages.

Optimize your landing pages. A solid landing page is a key to a successful PPC campaign, as it’s where you convert potential customers into loyal patrons. You should optimize every aspect of your landing page for the ad that brought them there, including:

  • The headline or image (if applicable) should be relevant to both the ad and the search query
  • The copy should be accurate and persuasive enough to convince people they want what you're selling
  • Your contact information should be easy to find and clearly visible

Don’t be shy about negative keywords.

Negative keywords are used to exclude certain words or phrases from your ad group. If you’re targeting the keyword ‘Online Marketing’, but don’t want your ad to appear when someone searches for ‘online marketing companies in India, you can add that phrase as a negative keyword.

This will make sure that only relevant traffic sees the ads and increases ROI. Negative keywords are also useful when you want more control over where exactly you show up on Google (and other search engines). For example: if an insurance company wanted to target people looking for car insurance in Ontario, they could use negative keywords such as “car accident lawyer” and “car accident lawyers Toronto” so their ads don't show up in results related to personal injury law firms instead of car insurance companies.

keyword strategies for pay per click

Don’t wing it! Use a PPC management tool.

In order to get the most out of your PPC campaigns, you need to establish a process for managing them. The first step is choosing a PPC management tool that will allow you to track and manage your campaigns manually or automatically.

After selecting a management tool, complete the following steps:

  • Set up rules for bid adjustments based on time, seasonality or any other triggers relevant to your business.
  • Set up automated rules or alerts so that every time something important happens (such as an ad being clicked or someone buying something) it can be logged into the system for later analysis and reporting purposes.

Test your ads and learn what works.

While it’s important to have a strategy, it’s equally crucial that you test your ads and learn what works. You could be wasting valuable advertising dollars on poor-performing keywords and ad groups – especially if you haven’t got the time or resources to do this manually. Luckily, there are PPC management tools available that can help with this process by providing insights into which keywords are working well, as well as those that aren’t performing as we expected.


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Paying more doesn’t mean you’re getting more conversions and ROI.

Be sure to focus on keyword strategies for pay per click and not just the price tag. While the price tag on a keyword is often a good indication of how much traffic you can expect to see, it’s not the only factor that determines your ROI.

In fact, if you focus on just finding keywords with low CPCs, your campaign could be missing out on opportunities for increased sales. The more you know about your audience, the better you can target them with your ads and landing pages (which we’ll get into soon).

pay per click strategy

That said, some questions to ask yourself when deciding on which keywords are worth pursuing are:

  • What is my clientele? What do they like? Where are they from? Are there specific interests or preferences I should focus on when targeting them?
  • Is my product or service unique in any way that would make me stand out from competitors? Perhaps it's cheaper than other offers in its category or has an added benefit that others don't have—or maybe there are certain words or phrases customers use frequently when searching for products like mine online; if so then these could be potential terms worth bidding on. The more information about this type of thing that's available up front (from research) the less work will be needed later down the line once campaigns start running live!

It’s important to remember that, despite what you may think, PPC is not a one-size-fits-all solution. In fact, it can be quite complicated! However, if you follow these tips and stick to them consistently over time then you’re sure to see an increase in conversions and ROI.

If you want to create a pay per click advertising campaign strategy, hire competent experts from PPC Agency London!

Our team at PPC Agency London is best at implementing top internet marketing strategies pay per click for businesses because we have a lot of experience and we know what works.

We also have a management tool that can help with this process by providing insights into which keywords are working well, as well as those that aren’t performing as we expected. Additionally, we test ads and learn what works in order to get the most out of your PPC campaigns.

So give us a call today if you want to improve your PPC campaigns and get more conversions! We’d be happy to help.

Jason Ferry
Author: Jason Ferry
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