5 optimisations to make to your PPC campaigns right now!

Pay-per-click advertising (PPC) can help you bring valuable customers to your

business. One of the best things about PPC is that it can take no time at all to see

the effects of your campaign — as soon as you win an ad for a specific keyword,

you’ll see a spike in your site traffic. However, if you want to outrank competitors

and make searchers want to click your ads, you need to optimise your PPC ads



What is PPC?

PPC is an acronym for pay-per-click. PPC is a form of internet marketing whereby

advertisers pay a fee every time their ads are clicked on. It can be a way of paying

to get people to visit your website.


Perform a keyword research

Before launching a PPC campaign, you’ll want to research the most beneficial

keywords for your business. When we say “most beneficial,” we refer to the

keywords that’ll bring the most clicks to your ads. For instance, “pink boots,” a

general term, gets a much higher search volume than “light pink women’s

waterproof boots,” an extremely specific search term.

During your brainstorming session, combine your general terms with adjectives

relating to your product offerings. This will help you create your list of keywords to



Create a list of negative keywords

Just like targeting the right keywords is essential, it’s also a critical part of PPC

optimisation that you decide what not to target. When you use negative keywords,

you exclude specific keywords from your campaign that might seem like they fit

your product offerings but don’t.


Use demographic targeting to reach the right audience.

One of the things that makes PPC so successful is the fact that you can decide

exactly who your ads are served to based on demographics. In the past few years,

Google Ads has made their targeting options even more granular and now offers

more targeting options than ever. Choosing who you want to target with your

keywords is a vital decision and can determine the level of campaign success, so

review your targeting as part of your PPC campaign optimisation.


Test your ad copy

Your ad copy can make or break a click, so it’s vital to your PPC optimisation

process that you test and analyse your copy.

In order to test your ad copy, you’ll want to set up an A/B test. This kind of test

allows you to assess two ads with varying copy to determine which one receives

the most clicks. Remember that ad copy isn’t the only thing you can test with A/B

ads — you can also test the colours, the landing pages, and the calls-to-action.


Create a conversion-worthy landing page

A landing page is where users end up when they click on your ad, and it is

essentially the deciding factor in whether or not a user makes a purchase. That’s

why it’s one of the most important PPC optimisation strategies. Of course, users can

navigate away from your landing page if they get distracted or if they’re waiting for

the next payday, but your landing page as a whole should convince them that they

want to purchase your product.


If you’re interested in PPC optimisation but unsure where to start, try hiring a PPC agency in London! They can help and guide you through each step so you can see the best results in your campaigns.

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