PPC Marketing Strategies

Many businesses turn towards creating PPC campaigns in order to strategically position themselves next to high-value searches that relate to their products, services and brand. 


Yet, with the direct cost of PPC marketing and the heavy advertising competition, it’s easy for businesses to approach this strategy incorrectly. This results in subpar results, wasted ad spend and unending stress for the marketing team.


Sound familiar? Then, you need to review your PPC marketing strategies and develop a new plan that achieves the results your business needs.

What Is PPC Marketing? How Does It Work?

Pay-per-click marketing, or PPC, uses an Internet advertising model where marketers pay each time someone clicks or interacts with their ad. Typically, when this click occurs, the person is then brought to a relevant page on the advertiser’s website. 


PPC ads can appear on search engines, social media pages, YouTube and millions of other websites. Any type of user is targetable with the right settings!


You can think of PPC marketing as a means to buying traffic to your website. If your business conducts any amount of sales or other customer-facing activities online, then driving website traffic can yield valuable results.

Go Beyond Google Ads

Google Ads is the premier PPC advertising platform. Not only does it have the most options, including several different ad networks, but it also connects to the largest audience. Google is the most popular website in the world. YouTube, the second most popular website, is also under the Google Ads platform.


Many marketers cut their online advertising teeth in Google Ads, especially because of how intuitive and user-friendly the platform is to beginners. The problem is that Google Ads is also the first-stop for your competitors. It is easily the largest and most-used advertising platform.


If you want to break away from your competition, then go beyond Google Ads and try out one of the other many PPC advertising platforms available to marketers. Almost every social media platform has some form of advertising service for users, including Facebook, Instagram, LinkedIn and many others. There are also services, like AdRoll and Bidvertiser, that offer lower-cost PPC advertising.


Related Article: what is used to create smart goals?

Review Your Goals

No matter what platform you utilize, you’ll be asked to supply a primary advertising goal. Do you want to gain brand awareness? Drive traffic? Generate revenue? Your selection will affect the recommended settings that the platform offers.


You may also have an organizational marketing objective outside of your PPC network that is guiding your strategy. 


In any case, think about these goals and consider whether or not they are actually providing the best results for your business. Sometimes, lackluster PPC marketing isn’t the result of bad campaigns, but rather an irrelevant goal that is causing you to move in a less effective direction.

Tighten Your Ad Groups

A common mistake for newer PPC marketers is creating too-large ad groups. Ad groups are designed to organize your campaigns and collect similar targets into one group. Each group should have its own theme to ensure that every keyword within that container is relevant to one another and the ad message and landing page.


When you first create a campaign with Google Ads, the service recommends ad groups for you. It’s an easy shortcut that a lot of people use. Unfortunately, the ad groups that Google generates are often large and contain as many as 20 keywords. 


The more keywords you add to the ad group, the more generic the theme becomes and the harder it is to guarantee relevance to the ad message and resulting landing page. You should review your ad groups and find ways to narrow them down. Some marketers even create ad groups with only 1-3 keywords!

Optimize Your Landing Page Experiences

After restructuring your ad groups, it is wise to also take a look at your landing pages. Keep in mind that these pages are your last effort to encourage a visitor to convert. If your landing pages don’t perform this essential duty at a good rate, you’ll waste valuable ad spend by paying for clicks that don’t result in revenue.


Landing pages need to…:

  • Provide more information and details about the offer disclosed in the ad message
  • Include additional links to relevant pages on your website that allow for additional research
  • Load quickly so people don’t get impatient and click away from your site
  • Be relevant to the ad message and create a cohesive experience
  • Avoid page elements that distract from a potential conversion
  • Have the fewest steps possible to complete the conversion action


Landing pages are a crucial element that need to be consistently optimized and reviewed for performance.

Continuously Conduct Keyword Research

Not only do you need to constantly review your landing page experiences, you also need to continuously research keywords and change your targeting list. Keywords are your bread and butter. With an optimal keyword list, you can maximize the number of clicks your campaigns generate. However, a stagnant keyword list won’t grow your business or your PPC marketing strategy.


There are several free and paid keyword research and planning tools that will allow you to better understand what and how people search. The goal is to find keywords that have high traffic, but low costs and competition. Expert PPC marketers often have campaigns entirely dedicated to testing new keyword opportunities.


Also, consider the intent of the search. Some searches suggest that a user is ready to convert right away! For this reason, searches with very high intent are extremely valuable.

Learn From The Best And Worst Performers

This concept of continuous monitoring and improvement is key to PPC marketing success. It is a very dynamic channel that is influenced by many different factors, including your competitors, user behaviors and even your own PPC campaigns.


To stay ahead of these shifts, you need to always be on the lookout. Pay particular attention to the campaigns, keywords or ad groups that achieve the best performance, as well as the worst performance. These will provide key insights into the strategies that are working and those that need to be paused or changed.


When you can apply these insights to the rest of your campaigns, you can maximize your performance, while simultaneously avoiding potential stepbacks.


PPC marketing is often compared to chess; it is easy to learn and start playing, but takes an incredible amount of time and patience to master. 


Your education in PPC marketing needs to be ongoing. 


While these are great strategies that will help you improve your PPC campaigns today, don’t let your learning end here. You should also explore other avenues that promise to lead you to the PPC promised land! Experiment until you find the right mix of strategies that fits your business and its goals.