6 Pro Tips to Improve Your PPC Campaigns

Pay per click (PPC) advertising offers immediate outcomes and is an essential component of a business’ search engine optimization (SEO) strategy. PPC campaigns provide significant benefits, including the ability to identify new business leads, increase visibility, raising your brand visibility, and generating more traffic. A successful PPC campaign requires proper planning, execution, and monitoring, so you’ll need to dedicate the necessary time and resources.

Whether you’re new to PPC or looking for a way to maximize returns on existing campaigns, you should refer to this list of tips-and-tricks to improve your results and boost your pages’ rankings. When you’re ready to take your PPC efforts to the next level, consider partnering with a reputable service like Searchbloom PPC Management.

Research the keywords

Keywords are a crucial component of a PPC campaign, so if you want to attain success, take time to research and develop the most appropriate keywords for your campaign. When picking the right keyword phrases and keywords, consider your target audiences’ preferences and needs, be specific, examine your competitor’s strategies, and investigate the buying cycle. Remember, relevant keywords produce more clicks, and negative keywords remove what you wish to exclude.

Optimize your landing page

When users click your PPC ads, users are transferred to landing pages, which play a critical role in a PPC campaign’s performance. Therefore, if you want to achieve the desired results from your campaigns, you’ll need to ensure the landing page is functional, fast, and relevant. Examine all your initiatives to identify those with poorly-functioning landing pages. Once you’ve completed this step, make the necessary improvements to acquire more clicks, make better impressions, and score higher conversion rates.

The page should also be compatible with various devices such as tablets and smartphones. Along with mobility responsiveness, the page should be easy to navigate. Additionally, make sure that ads work in conjunction with the landing page, as it ensures that when a user clicks on a PPC ad, they’ll end up on the right landing page.

Develop an excellent Call to Action (CTA)

Before you come up with a call to action, decide on your goals, and consider your target audience’s needs. Ensure that you deliver on your promises and match the CTA outlined on the landing page or website. This call to action should attract potential customers and motivate them to take action, such as filling out a form, interacting with a representative, calling for more information, or purchasing a product or service listed on your website.

When formulating a CTA, start with a powerful command verb to pass the message along, utilize words that evoke enthusiasm or emotion, give the audience a reason to act, and leverage FOMO’s power. You’ll also need to adopt creative solutions, such as plastering numbers on your company site, as consumers react positively to discounts, pricing, incentives, and promotions. In this SEO strategy, you’ll need to customize the CTA based on the devices used by your target audience.

Develop high-quality ads

Users expect excellent content when shopping, researching, or perusing. Low-quality content doesn’t offer much value to consumers, so you need to develop high-quality and relevant content for your PPC campaigns to increase the chances of funneling in potential customers. 

You may have spent a lot of time creating enthralling ad copy. However, the effort will not yield fruitful outcomes if the content behind the ad doesn’t contain relevant keywords and useful and intentional information. If your content doesn’t answer a user’s inquiries, they’ll seek information elsewhere.

Since you have limited time to catch and hold the audiences’ attention and pique their interest, keep the content short, and use a unique proposition to set you apart from your competitors. Ensure that the content you release relates to your goals, and remember that you don’t have to be unduly creative in your approach.

Choose a bidding strategy

You can choose from various bidding strategies tailored to your goals, PPC experience, and budget. Manual bidding is more appropriate if you’re new to PPC campaigns and working with a small budget because it allows you to establish a cost per click cap. However, you won’t streamline your bids with this method.

Automated bidding reduces the time you’ll spend managing your PPC campaigns, but it will likely cost you more in financial resources. With these elevated costs in mind, you may also want to consider other strategies like cost-per-thousand viewable impressions (vCPM), cost-per-acquisition (CPA), and cost-per-view (CPV). Specific audience segments, search terms, and interests will cost varying amounts per click.

Test your ads

Your workload doesn’t end once you have the ads up-and-running. The bulk of the work begins once these ads launch, as you’ll need to track the ads, make the necessary changes, and measure and analyze the ads’ performance to ensure that your campaigns gain success. 

A/B testing is an excellent choice because it allows you to simultaneously run two almost identical versions of an ad with one essential difference to determine which one performs better. With this method, you can identify which elements contribute to your ad success. 

You can modify any aspect, including the CTA, landing page, copy, or keyword. A/B testing results help you adopt the strategies that work and helps you avoid wasting your resources on ineffective ads.


The most successful digital marketing strategies like PPC campaigns depend on strategic planning, thoughtful implementation, and continuous adjustments. Therefore, use your company’s resources campaigns wisely to achieve your long-term and short-term goals.

Drew Neisser