PPC Strategies

Are you ready to take your business to the next level with pay-per-click advertising? Crafting a successful ad campaign begins with a solid PPC strategy. If you’re just starting out in the world of PPC or if you’re a seasoned business owner seeking to refine your advertising efforts, this guide is for you.

PPC Strategies

Here, you’ll discover top-notch PPC strategies that can elevate your business’s online presence and drive results. Whether you’re new to marketing or a seasoned professional, implementing these PPC strategies will steer your campaigns towards success.

Before we talk about PPC strategies, do you know what PPC advertising is? If not, I can explain it to you with an example.

Here we go!

What Is PPC Advertising?

PPC (Pay-Per-Click) advertising is a digital marketing strategy where advertisers pay for each click on their ads. It’s a way to directly drive traffic to websites and landing pages. By targeting specific keywords, demographics, and interests, businesses can effectively reach their desired audience. PPC offers measurable results and can be highly cost-effective in generating leads and conversions.

Let’s say you own a boutique coffee shop in London and want to attract more customers to your website to increase online orders. You decide to launch a PPC campaign targeting keywords like “best coffee in London” and “artisanal coffee shop.” When users in London search for these terms on Google, they see your ad at the top of the search results. You only pay when someone clicks on your ad, so you’re effectively reaching potential customers who are actively searching for your product.

Imagine you run a cosy coffee spot in London. You’re keen to get more people ordering online from your website. So, you start a PPC campaign focusing on keywords like “best coffee in London” and “artisanal coffee shop.” When folks in London search for these on Google, they spot your ad right at the top of the results. The cool thing? You only shell out cash when someone actually clicks on your ad. That means you’re grabbing the attention of people who are actively hunting for what you offer. Cool, right?

Alright, let’s dive deeper into PPC strategies.

10 PPC Strategies

1. Craft Engaging CTA

Adding clear call-to-actions (CTAs) to your PPC ads is a crucial aspect of successful PPC strategies.
These CTAs tell users exactly what to do next, whether it’s making a purchase, signing up, or another desired action.
They not only boost the sense of urgency, compelling people to act fast but also significantly enhance conversion rates by guiding users smoothly through the sales process.
Therefore, incorporating strong CTAs is a pivotal component of effective PPC strategies, aiming to boost engagement and conversions in your PPC campaigns.
If you’re looking to achieve better results from your advertising efforts, focusing on strong CTAs is the way to go!

2.Take Advantage of Negative Keywords

Incorporating negative keywords into your PPC campaigns is crucial for refining your targeting and optimising ad spend. These are words or phrases that you specifically exclude from triggering your ads, ensuring they don’t appear for irrelevant searches. By identifying and adding negative keywords, you prevent your ads from being displayed to users who are unlikely to convert, thereby improving the overall efficiency and relevance of your campaign.

To effectively use negative keywords, start by analysing your campaign data and identifying search terms that are generating clicks but not leading to conversions. These could be broad or unrelated terms that are driving irrelevant traffic to your site. Once identified, add them to your negative keyword list to prevent your ads from showing for similar searches in the future.

Regularly review and update your negative keyword list to ensure it remains relevant as your campaign evolves. By continuously refining your targeting with negative keywords, you can improve the quality of your traffic, increase click-through rates, and ultimately drive better results from your PPC campaigns.

Failure to regularly monitor the Search Terms Report can lead to your PPC campaigns spiralling out of control.

3.Incorporating long-tail keywords

Incorporating long-tail keywords into your SEO strategy can greatly enhance your website’s visibility and attract highly targeted traffic. Unlike short, generic keywords, long-tail keywords are more specific phrases that typically have lower search volume but higher conversion rates. By focusing on these longer, more specific terms that closely align with what your audience is searching for, you can improve your chances of ranking higher in search engine results and reaching users who are more likely to convert into customers. Plus, long-tail keywords often have less competition, making it easier to establish a strong presence in your niche. So, if you’re looking to boost your website’s organic traffic and drive more qualified leads, incorporating long-tail keywords into your content strategy is a smart move.

4.Optimising pages for conversions

Optimising your web pages for conversions is essential for maximising the effectiveness of your online presence.

By strategically designing and refining your pages, you can guide visitors towards taking specific actions that align with your business goals, such as making a purchase, signing up for a newsletter, or contacting your company.

This process involves various elements such as clear and compelling call-to-action buttons, streamlined navigation, persuasive copywriting, user-friendly layouts, and effective use of visuals.

Integrating these optimisation techniques with PPC strategies ensures that the traffic driven by your pay-per-click campaigns encounters an environment optimised for conversion. By continuously analysing and optimising your pages based on user behaviour and feedback, you can improve conversion rates and ultimately drive more success for your business online. The synergy between well-optimised web pages and targeted PPC campaigns creates a powerful mechanism for boosting online conversions and achieving your digital marketing objectives.

5.Utilise Ad Extensions

Utilise ad extensions to enhance your PPC ads. These extensions provide additional information and functionality, such as call buttons, links to specific pages, and location details, making your ads more compelling and relevant to users. By incorporating ad extensions, you can improve your ad’s visibility, increase click-through rates, and drive more conversions.

I’ll provide a list of some PPC Ads extensions. Here they are

Sitelink Extensions: Direct users to specific pages on your website, such as product pages or contact forms.

Callout Extensions: Highlight key benefits or features of your products or services.

Call Extensions: Call Extensions enable users to dial your business directly from the ad

Location Extensions: Location Extensions showcase your business address, facilitating user navigation to your establishment.

Structured Snippet Extensions: Showcase additional details about your products or services, such as product categories or types of services offered.

Price Extensions: Display pricing information for specific products or services.

6.Use Conquesting Search Ads

Understanding and measuring conversion actions is fundamental to developing a successful PPC strategy. Just as measuring current goals and core initiatives serves as a baseline for your strategy, tracking conversion actions provides invaluable insights into the effectiveness of your advertising efforts.

In practice, advertisers typically track multiple conversion actions per account to gain a comprehensive understanding of their campaign’s impact. Some common PPC conversion goals include tracking transactions, capturing leads through online forms, generating inquiries for demos or estimates, monitoring phone call conversions (both first-time and repeat), tracking chat interactions, measuring website engagement metrics, monitoring local actions such as directions requests, recording offline conversions attributed to ad clicks, and setting up custom goals tailored to specific campaign objectives.

Don’t wait for a major overhaul to reassess your metrics. Start now, and continuously refine and optimise your measurement approach to stay ahead of the curve and maximise the effectiveness of your efforts.

7.Utilising Customer Match in PPC

For years, marketers have emphasised the importance of reaching the right audience at the right time. Even before PPC ad platforms offered advanced targeting options on display networks, this principle was paramount.With Customer Match, you can utilise your own in-house data, provided by customers themselves, to reconnect with them or target similar audiences with your ads.Simply upload your customer list to the ad platform, and it will endeavour to match those customers with known users. Customer Match functionality is now widely available across various platforms, allowing you to replicate and refine your strategies for slicing and targeting messages. Keep in mind that the ad platform may not be able to match every user on your list, but effectively leveraging Customer Match can still yield significant benefits for your PPC campaigns.

8. Use Remarketing Ads

Remarketing ads are a powerful tool for re-engaging with website visitors who have previously interacted with your site but haven’t converted.
By targeting these users with tailored ads as they browse other websites or social media platforms, you can reinforce your brand message and encourage them to return and complete a desired action, such as making a purchase or signing up for a newsletter. Remarketing ads are highly effective in increasing conversion rates and maximising the ROI of your advertising efforts.

9. Atleast Target 3 Platforms

Targeting at least three PPC platforms is essential for maximising your online advertising reach. By diversifying your strategy across multiple platforms, you can effectively target different audience segments and capitalise on unique features offered by each platform. This approach not only helps spread your advertising budget more evenly but also reduces reliance on any single platform, enhancing the resilience and effectiveness of your PPC strategies.  Through this diversified approach within your PPC strategies, you’re better positioned to reach a wider audience, leverage the strengths of each platform, and ultimately achieve greater success in your online advertising efforts.

10.Define an Achievable Budget

Defining an achievable budget for your PPC campaign is essential for ensuring its success. Start by evaluating your overall marketing objectives and determining how much you’re willing to invest to achieve them. Consider factors such as your target audience size, the competitiveness of your industry, and the desired reach of your campaign.
Next, conduct research to understand the typical cost-per-click (CPC) rates for your chosen keywords and audience segments. This will give you an idea of how much you’ll need to spend to reach your advertising goals. Once you have this information, allocate your budget strategically across different PPC platforms and campaigns. Monitor your spending closely and adjust as needed based on performance and ROI.


In conclusion, while exploring PPC strategies, it’s vital to avoid common pitfalls such as ignoring mobile optimization and underutilizing negative keywords. Success in PPC demands a focus on data-driven tactics, continuous optimization, and a deep understanding of your audience. Staying informed and adaptable is key in the dynamic world of digital advertising, ensuring your campaigns remain effective and ahead of the curve.

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