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7 Things That All the Best PPC Ad Campaigns Have in Common

7 Things That All the Best PPC Ad Campaigns Have in Common

When it comes to PPC advertising, or pay-per-click advertising, coming up with a game plan is crucial to the success of your ad campaign. Doing your research and selecting a budget should be done before purchasing any ad space.

7 Things That All the Best PPC Ad Campaigns 2023

Know Your Budget

Before getting started, determine how much money you are willing to spend. Some keywords may be out of your price range. If this happens, you might want to find another portion of your site to promote.


Search engine optimization (SEO) and pay-per-click (PPC) advertising. It is somewhat like comparing apples and oranges. The first one is how to get visitors to your website organically and completely free. With the other, you pay for each person who stops by.

Studies have shown that more than 60 percent of people who are shopping online click on Google ads during the process. This is one reason why retailers prefer to post an ad. Also, SEO can take a lot of time and effort. So those “free” visitors still come at a price.

Another thing to note is that you may not see results right away from your SEO efforts. It may take up to several months before you see your work pay off. You can learn more here about PPC ad campaigns and how they compare to search engine optimization.

Compare Competition

Take a look at your competitors and see how they have succeeded so far. You might be able to discover some interesting information by analyzing their PPC campaign. If you can find out their keywords, you can make a decision if you want to compete with them or target a different audience.

Keyword Selection

There are a few variables that need to be taken into consideration regarding PPC advertising – keyword relevance and landing page quality. To find the best keywords for you, search for specific phrases on Google to see the type of results that pop up.

When results return with multiple sections filled, such as video, news, and merchandise, you know this is a good phrase and can be beneficial to your ad campaign. However, don’t find phrases of keywords that you can’t incorporate into your text or are not closely related enough to your website’s content.

It can take a long time to discover all the best keywords to use, but this is an important step. Using relevant keywords can help bring more customers to your site, and if targeted properly, should result in more sales.

Google also has a tool in their arsenal of services to discover relevant keywords. The Keyword Planner can provide you with information regarding keyword trends, cost-per-click statistics, and competitive data. It can also provide you with additional effective keywords.

You can also include long-tail keywords, which are usually more targeted and less common. Generally speaking, people who visit your site because of a long-tail keyword will be more likely to come back again and make purchases. Another benefit is that because these keywords are less common, it is typically cheaper to purchase ads using these phrases.

Landing Page Creation

For those who are unaware, a landing page is designed for when someone visits your site from a particular place. This can include visitors from your PPC ad campaign (of course), Facebook, email marketing, search engine results and more.

When you have a PPC ad campaign, it is best to design a landing page specifically for those visitors. Depending on what you are advertising will help determine the best message for people to see.

If you are planning on having a sale, it might be a good idea for new potential clients to be asked if they want to join your mailing list first. Regardless if they sign-up or decline, they will then be brought to the sale.

Grabbing onto that customer’s information right away is a great way to beef up your mailing list. This way, even if they decide not to purchase anything on their first visit, you now have a way of enticing them to come back.

No matter what you decide on for your landing pages, always have a call-to-action for the user. It can be something very simple, like making a reservation or purchasing a product. For the most part, you mainly want to keep someone on your website or ensure that they come back.

Depending on the size of your site so far, you should link to other pages on your website that are relevant, if you have any. By mentioning to the user that you also have other articles that might interest them, you can keep them on your site longer, hopefully resulting in more sales.

Quality Score

Google determines this number based on the quality of your landing page, the relevance of your keywords and the PPC ad campaign that you are running. The better your score, the better the advertising rates. Google charges less for people who commit to their campaign.

It can also be a good idea to incorporate some of the keywords you selected into your ad copy. This may result in a better Quality Score, as well as an increase in click-through rates from your advertisement.

Manage PPC Ad Campaigns

Even though you may have taken plenty of steps to select all the right options when creating your PPC ad campaign, that doesn’t mean it will automatically perform at its best. You should review your campaign activity on a daily basis to see how it is doing.

You can (and probably should) make minor changes to ensure you get the best bang for your buck. By adding more keywords, you might see more visitors. However, unless your new keywords are very specific, you might not be getting more relevant users.

Keywords don’t always perform as planned. If you notice that some keywords are underperforming, consider deleting that term altogether. You don’t want to pay for keywords that are not helping.

Also consider having multiple small ad campaigns, each one targeting a different niche in the industry. One large campaign with the same message to everyone can be ineffective. Small campaigns can use different images and text for different audiences. Keywords can also vary and get more specific regarding the niche you chose.


Now that you have looked over these seven items, hopefully, you can apply them to your own PPC ad campaign, resulting in more revenue. If done correctly, you should see immediate improvements when it comes to traffic, customers, and leads.