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7 Tips for An Effective PPC Campaign

Pay-per-click advertising is critical to your business’s marketing campaign. It can help you increase traffic to your company’s website, improve visibility, identify and generate new leads, and increase conversions.

However, like other marketing strategies, you need lots of planning and preparation to execute a successful PPC ad campaign.

If you are considering launching a pay-per-click campaign, here are seven tips to enhance performance and get the best return on investment.

1. Define your goals

The first step to a successful PPC ad campaign is determining what you want to achieve.

Your goals are the foundation of the PPC campaign. When you define your goals, you can compare your campaigns to determine whether or not you have reached your desired level.

Be sure to set specific, measurable, attainable, and realistic goals within a particular time frame.  The following are common PPC ad campaign goals:

  • Drive more traffic
  • Boost brand awareness
  • Increase sales, subscriptions, or downloads
  • Generate leads

Get PPC help from experienced, reliable, and trustworthy specialists to launch a campaign tailored towards your goals.

2. Choose your target audience

Increase the effectiveness of your PPC ad campaign by narrowing your audience targeting. This makes it easier to position yourself against the competition. When you define your target audience, you can also create ad content that resonates with them and reduce the spend on the campaign, especially when you have a modest budget.

Leverage social media listening tools, get feedback from your employees who interact with customers daily, read online reviews and testimonials, and conduct surveys to identify and understand your target audience while avoiding a abandoned cart.

3. Pick a platform for your PPC ad campaign

Be sure to choose a platform to run your business’s PPP campaign.  Consider the company’s marketing needs and where your target audience resides when selecting a suitable platform for your PPC ads. Below are common PPC ad platforms:

  • Google ads: This platform allows you to invest in Google’s high-ranking real estate properties. Such properties include Search Engine Result Pages ( SERP). By understanding Google Ads metrics and optimizing campaigns, you can also boost your traffic, attract leads, and more
  • Twitter ads: The Twitter ad platform allows picking between various objectives, including website traffic, tweet engagement, new followers, app installs, and your target customer. Twitter then promotes your content to the audience’s newsfeed matching your choices, and then charges per clicked ads.
  • Facebook ads: This PPC ad platform allows advertisers to upload sponsored posts on the target audience’s newsfeed and then charge them (the advertisers) every time someone clicks the ad.
  • Amazon Ads: You can use Amazon advertising software to automate your optimization and improve your profits

4. Select a suitable ad type

Different PPC ad platforms provide various options for the type of ad you could choose to be charged clicks on. Consider your goals to pick an ad type that best suits your marketing needs. Here are popular ad types on Google.

Video ads

Video ads appear on Google partner platforms and YouTube. You can run a video ad before or at the end of a YouTube video with the same audience as your company.

APP ads

These ads appear on Google’s ecosystem, including YouTube, Google Play, and Google Search. An APP ad enables you to promote applications you have created for sale. Google exploits your application download page contents to synthesize ad artwork. It then runs your ads in your preferred location and language.

Search ads

This ad type shows your business website’s landing page in hyperlink search results whenever potential customers enter specific terms on the search engine.

Display ads

Display ads appear on the Google ecosystem, including on YouTube, and Gmail, among other Domains in the Google display network.

5. Include long-tail keywords

Long-tail keywords are not only beneficial to your search engine optimization strategy.

Using long-tail keywords in your PPC ad campaign can help minimize competition and improve the chances of converting a lead into a buying customer.

This is because potential customers often use long-tail keywords when they know what they want and are ready to purchase. 

6. Come up with a negative keyword list

The last thing you want is to spend your PPC budget on ads triggered by unnecessary or irrelevant search questions. For this reason, consider creating a negative keyword list. Negative keywords are phrases semantically similar to your main keyword but irrelevant to your PPC ad.

For instance, if you sell New furniture, you may launch a PPC ad campaign with the keyword “New Furniture” as your target keyword. However, your ad could still appear in the search results of people looking for Second-hand furniture. If such people land on your page by clicking your ad, they will likely bounce, but you will still incur Cost-per-Click (CPC) charges. 

Creating a negative keyword list ensures your ads only appear to people looking for your products. This prevents you from attracting unwanted traffic or spending on irrelevant clicks.

7. Remarket

Increase abandoned cart conversions while keeping your brand at the top of your audience’s mind by remarketing. Below are remarketing strategies you could employ:

  • Email remarketing
  • Remarketing lists for search ads (RLSAs)
  • Dynamic remarketing
  • Standard remarketing


With proper planning and execution, you can get maximum results from PPC. Define your goals, choose your target audience, pick a suitable platform and ad type, use long-tail keywords, and remarket to launch an effective PPC campaign.

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