Did you know that 65% of purchase-ready clicks go to paid ads? That’s right—getting your PPC strategy spot-on is crucial if you want to snag those high-value clicks and boost your bottom line.

Whether you’re new to PPC or looking to optimise your existing campaigns on platforms like Google Ads and Bing Ads, this guide will walk you through the essentials. From choosing the best keywords and match types to using negative keywords to avoid wasted spend, we’ll give you the tools you need to succeed.

So if you’re ready to crank up your PPC game, you’ve come to the right place. Let’s jump in and get started!

Choosing the Right Keywords

Keywords are the bread and butter of any PPC campaign, essentially linking your ads to what potential customers are searching for. But don’t be fooled into thinking it's just about selecting the most popular industry keywords—anyone can do that!

The trick actually lies in choosing the right mix of high-intent keywords that match where your audience is in the buying cycle.

Broad vs Exact Match

Broad match keywords cast a wider net, showing your ads to a larger audience. While this can be great for brand awareness, it can also burn through your budget quickly if not managed properly. 

Exact match keywords, on the other hand, are more precise, showing your ad only when the search query exactly matches your keyword. Use a mix of both to balance reach and relevance.

Long-Tail Keywords

Don’t sleep on long-tail keywords. Sure, they may not drive the same volume as broader terms, they often offer a better ROI. These specific, less competitive phrases typically indicate higher buying intent, making them valuable for targeted campaigns on Google and Bing.

Negative Keywords

Negative keywords are crucial for preventing your ads from appearing in irrelevant searches, saving you money on clicks that are unlikely to convert. By refining your keyword list with negatives, you can ensure your ads reach a more qualified audience.

Writing Compelling Ad Copies

Your ad copy is your first impression, and we all know how much first impressions count. In a sea of search results, you’ve got to stand out. But how do you do that?

Be Clear and Direct

Don’t waste time with fluff. Tell people exactly what you’re offering and why they should care. The more direct your message, the better.

Include a Strong Call to Action (CTA)

Whether it’s “Shop Now,” “Get a Quote,” or “Learn More,” a clear CTA is crucial. It guides the user on what to do next and can significantly increase your click-through rates (CTR).

Test Different Variations

You don’t need to nail it on the first go. Run A/B tests with different headlines, descriptions, and CTAs to see what resonates most with your audience. Even a small tweak can lead to a big boost in performance.

Managing Your PPC Budget

Budgeting in PPC is about smart allocation, constant monitoring, and optimising for the best possible return on investment (ROI). Some tried and tested best practices include:

Set a Realistic Budget

Be honest about what you’re willing to spend and what you expect in return. Start small if you’re new to PPC and gradually scale up as you get a better sense of what works.

Focus on High-Performing Keywords

Over time, you’ll see which keywords are delivering the best results. Allocate more of your budget to these top performers and reduce spend on underperformers.

Monitor Your Quality Score

Google’s Quality Score is a key factor in determining how much you pay per click. A higher score can lower your costs, so keep an eye on it and make adjustments to your keywords, ad relevance, and landing page experience to boost your score.

Optimising for Better Results

PPC isn’t a “set it and forget it” type of deal. Since the digital landscape is always changing, your campaigns should be able to evolve with it.

To do that, be sure to regularly:

Track Conversions, Not Just Clicks

Clicks are nice, but conversions are what really matter. Make sure you’re tracking the actions that contribute to your bottom line, whether it’s a sale, a sign-up, or a lead.

Use Remarketing to Re-Engage

Not everyone converts on their first visit. Remarketing lets you target users who have previously interacted with your site, giving you a second chance to seal the deal.

Adjust Bids Based on Performance

Regularly review your campaign data and adjust your bids accordingly. If a keyword is driving conversions at a low cost, consider increasing your bid to gain more traffic. Conversely, lower bids on keywords that aren’t performing as well.

Get Found First

Ready to take your PPC campaigns to the next level? Start implementing these strategies today to make every click count and drive the results you’re aiming for. Dive deep into the details, test new approaches, and keep fine-tuning your tactics for maximum impact.

Got questions or need a hand with your PPC? Reach out to us at RankingCo. Our team is dedicated to optimising your campaigns and driving success. Let’s get your PPC efforts performing at their best—contact us today and watch your results soar!