Simple PPC Advertising Strategies |Skillfloor

If you’re new to digital marketing, you’ve probably heard of Pay-Per-Click (PPC) advertising. PPC is a way to advertise online where you only pay when someone clicks on your ad. For example, when you see ads on Google after searching for something, that’s PPC in action! As someone who’s spent years working in digital marketing, I can say PPC is one of the best ways to reach the right people fast. But to get good results, you need to know how to plan and optimize your PPC campaigns effectively.

Let’s dive into some simple strategies that I’ve found work well in PPC. I’ll explain each step in clear terms so you can follow along and understand how to run a successful PPC campaign.

Promoting with PPC

Imagine you’re trying to promote a product, service, or even a blog online. Through PPC, you can show ads to people who are already searching for similar products or services. Google, Facebook, Instagram, and other platforms allow you to set up ads that will show to the people you want to reach.

However, many people face problems with PPC. They either spend too much money without getting any results, or their ads get clicks, but no one ends up buying anything. Why? PPC can be tricky if you don’t plan it well. To avoid these common mistakes, let’s go over a few strategies to make your PPC campaigns effective.

High Costs, Low Returns

When people run PPC ads, they often face three main challenges:

1. High Costs but Low Returns: Some businesses spend a lot but don’t get enough clicks or sales. This usually happens when they bid on very competitive keywords or don’t monitor their campaigns closely.
2. Low Clicks and Conversions: Even if people see the ad, they don’t always click on it. And if they do click, they don’t always buy the product. This can happen if the ad copy (the words in the ad) isn’t strong, or the landing page doesn’t match the ad’s promise.
3. Difficulty in Reaching the Right Audience: With PPC, you can target specific groups, but it’s easy to get lost in the options. Sometimes people set their targeting too broad, or they don’t reach the exact group they want to.

How can we solve these problems and create a PPC strategy that brings in real results? Here’s a step-by-step approach that I’ve found very effective.

Simple PPC Strategies to Get Results

Let’s break down each step of a successful PPC strategy.

1. Set a Clear Goal for Your PPC Campaign

Start by asking yourself: What do I want this ad to do? Here are some common goals:

• Brand Awareness: If you’re new, you might want to let people know about your brand. Display ads (like image ads) work well for this.
• Lead Generation: If you want to collect contacts or sign-ups, use search ads with keywords that match what people are looking for.
• Sales/Conversions: If your goal is to sell something, make sure your ad is direct and clear and that it leads to a page where people can buy easily.

Having a clear goal helps you focus your ads, keywords, and budget on what matters most.

2. Pick Keywords that Match Your Goal

Keywords are the words people type into search engines when looking for something. So if you’re selling shoes, keywords might be “buy shoes online” or “best shoes for running.”

Not all keywords are the same — some people search for information, others for places, and some are ready to buy. Here’s a quick guide to types of keyword intent:

• Information Keywords: People are looking for information (“how to run faster”).
• Navigational Keywords: People are looking for a specific site (“Nike store”).
• Buying Keywords: People are ready to make a purchase (“buy running shoes online”).

For PPC ads, focus on buying keywords, as those are the people most likely to convert. You can use tools like Google Keyword Planner or Ahrefs to find popular keywords. Also, add negative keywords, which are words you DON’T want your ad to show up for. This prevents wasting money on irrelevant clicks.

3. Write Strong, Attention-Grabbing Ad Copy

Good ad copy is clear, to the point, and grabs attention. Your ad needs to stand out from the others on the page. Here’s how to make it happen:

• Use Numbers and Offers: People are drawn to deals and discounts.
• Add Keywords to Your Headline: This makes your ad more relevant to the search.
• Highlight Benefits: Show how your product or service helps people.

Once your ads are live, test out different versions. Try a few headlines or offers to see which gets the best results.

4. Target the Right Audience

PPC lets you target based on location, age, interests, and more. Here’s how to make the most of it:

• Demographic Targeting: Choose your audience based on things like age, gender, and location.
• Custom Audiences: Use past data to create audiences from people who have visited your website or have similar interests.
• In-Market Audiences: Reach people who are actively looking for products like yours.

For example, if you’re promoting a new gadget for students, focus on the age range and interests that fit that group.

5. Make Your Landing Page User-Friendly

Your ad’s goal is to get a click, but the landing page has to convert that click into an action (like a purchase or sign-up). Here’s how to make a landing page that works:

• Match the Headline with the Ad: If your ad promises a 20% discount, make sure it’s clear on the landing page too.
• Keep Forms Short: People are more likely to fill out simple forms with fewer fields.
• Add Trust Elements: Reviews, customer testimonials, or badges can help users trust your site.

6. Use Ad Extensions

Ad extensions are extra bits of information that can make your ad stand out. Here are a few useful ones:

• Sitelinks: Link to specific pages on your site like “Shop Now” or “Contact Us.”
• Callouts: Highlight key points like “Free Shipping” or “24/7 Support.”
• Call Extension: On mobile, this lets people call you directly.

Using extensions makes your ad bigger, which can increase clicks.

7. Choose the Right Bidding Strategy

Your bidding strategy affects how much you pay and how often your ad shows. Here are some common options:

• Manual CPC: You choose how much to bid on each keyword.
• Enhanced CPC: Google adjusts your bid based on the likelihood of a conversion.
• Target CPA (Cost-Per-Acquisition): Set a target cost for each conversion, and Google will adjust bids accordingly.

Start with Manual CPC if you want more control, and switch to automated strategies as you get more comfortable.

8. Analyze and Adjust Your Campaign Regularly

Running a PPC campaign isn’t a one-time job. You need to check in regularly to see what’s working and what’s not. Focus on these metrics:

• Click-Through Rate (CTR): This shows if people find your ad interesting enough to click.
• Conversion Rate: Tells you if clicks are turning into actual sign-ups or purchases.
• Cost-Per-Conversion: This helps you see if your conversions are worth the money spent.

If one keyword or ad isn’t performing well, try changing the ad copy or targeting. Keep tweaking to improve results.

PPC advertising can seem complex, but with these steps, you’ll have a much clearer path to success. Remember, PPC is about understanding your audience, setting a clear goal, and continuously adjusting to get the best results.

Take your time, keep testing, and learn from the data. PPC can become a powerful tool for any digital marketing strategy, bringing you closer to your audience and increasing your online success.