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  • Pedro Pinto

PPC Advertising Best Practices

Otherwise known as pay-per-click advertising, PPC advertising, is a surefire digital marketing strategy that gets your content in front of your target audience. Whether your goal is brand awareness generation traffic generation, or conversion generation, PPC can be of assistance.


An effective PPC campaign will help you reach your targeted audience in the right place at the right time and allow you to capitalize on your business’s overall ROI.



Quite standard at an initial glance, PPC advertising efforts are actually quite comprehensive and complex, requiring the advertiser to have an intimate understanding of the customer’s journey while also understanding ad spend optimization, keyword optimization, and otherwise.


With that said, when a given PPC campaign is executed effectively, it can be extremely advantageous. In what follows, we’ll be exploring what PPC advertising is, why it’s so beneficial, and what the most important best practices are during its execution phase.


What is PPC Advertising?


PPC advertising has historically been a go-to strategy for businesses and brands alike when seeking to reach wider target audiences. Whether you’re a start-up company or an established large-scale business, PPC has been proven to boost brand awareness, garner traffic, and increase ROI.


As an online advertising tactic, pay-per-click marketing efforts provide you with the ability to generate search engine ads, only requiring you to pay when the ad has been clicked on by a potential lead.


As suggested earlier, PPC is most widely used for brand awareness, traffic generation, and ROI optimization…


Benefits of PPC Advertising


PPC advertising is an efficient and cost-effective strategy when seeking to reach a relevant target audience. As mentioned earlier, it primarily allows you as a business to reach relevant audiences in the right place at the right time, only paying for clickable conversions.


PPC advertising offers several benefits, both for small businesses, large corporations, and marketing agencies alike. Below are some of the most commonly reported benefits of PPC advertising:


  • Provides Instant Results

  • Results are Easily Measurable & Trackable

  • Cost-Efficient & Timely

  • Totally Controllable & Customizable

  • Target the Right Audience

  • Increases Web Traffic

  • Boosts ROI

  • Increases Brand Awareness


PPC Advertising Best Practices


Understanding what strategies work and what habits to avoid will be the primary determinant of success when it comes to your digital advertising efforts.


With an ever-changing online ecosystem and a competitive landscape that’s always improving, it’s imperative to stay up-to-date regarding the latest in advertising best practices, both for PPC strategies and otherwise.


Below are a few key best practices that tend to stand out amongst the rest…


Implement Automation


Not embraced by more traditional businesses, automation and machine learning are components of digital marketing that should be embraced, not merely because of the fact that it frees up your time to focus on tasks that greater move the needle.


Providing a level of intelligence not beholden to human capability, automation and machine learning saves advertisers time, money, and headaches. Though it still requires the human touch, it’s a strategy that should be taken advantage of, especially when it comes to PPC campaign execution.


Implement Responsive Search Ads


Traditionally, advertisers would be tasked with manually curating a singular ad using one headline and description. Evidently, several ads would want to be launched, so the time required would be tiresome at best.


Luckily, with Google’s largest search ad display integration known as Responsive Search Ads, advertisers can now compile several assets at once, all automated by machine learning.


The result? Nearly 50,000 different variants of an ad, allowing the advertiser to test innumerable variations of a singular ad, thus determining which are most effective to launch to the masses.


Use Multiple Ad Platforms


While Google Ads take up a sizeable portion of the PPC pie, there are several other ad platforms to deploy if your goal is to reach as many relevant audiences as possible. Beyond Google ads, there are Microsoft Ads (i.e. Bing), Yahoo! Ads, and social media ads by the likes of Instagram and Facebook.


For example, Microsoft ads captured over 27% of paid mobile clicks in 2020. This statistic alone illustrates the justification to expand your ad platform usage. In short, don’t limit yourself to any one search engine. Instead, consider expanding your use of platforms and diversifying your reliance.


This will ultimately allow you to capitalize on the opportunities presented to you as an advertiser, broadening your reach and increasing the likelihood of your advertising success.


Final Words


Regardless of industry, size of business, or ad budget, there are endless benefits to launching a PPC campaign. When determining whether or not such an advertising method is suitable for your business, it’s important to take into account all of its advantages.


PPC advertising is extremely effective if implemented correctly. Both cost-effective and efficient, it allows you to reach large relevant target audiences with ease. The end result? An increased ROI and ultimately a boost to your bottom line!


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