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5 marketing strategies for PPC campaigns

The performance of your marketing is reflected in many aspects, and PPC (pay per click) is one of the most used advertising campaigns in Google. Most companies focus on Google Ads PPC campaigns, but as good as this campaign is, it needs to be optimised.

It is necessary to test and implement strategies continuously, especially since Google Ads is a platform that is constantly improving and coming up with new tools. In short, you need to keep up with all the news.

The right PPC strategy must take into account the nature of your business and its objectives. However, there are a few tips & tricks that can help you improve the results of your advertising campaigns, regardless of the type of business.


1. Use the Promotion extension in Google Ads

The promotions extension gives extra visibility to your PPC ad as it allows users to discover the ideal offer they are looking for. This strategy is very effective because the promotion you offer reaches your target audience in a short time.

According to Google, ad extensions have the ability to increase CTR by up to 15%. So, don’t neglect their importance.

2. Adjust bid amounts for the locations where your target audience is located

Keep in mind that it’s not just about visitors, but about the right visitors who are interested in the product/service you offer.

Let’s imagine that your website attracts about ten thousand visitors in a week, but only fifty of them convert into customers. This shows that there is something wrong with your audience targeting, therefore it requires optimization.

The right location bidding strategy ensures that your invested budget gets maximum results.

3. Add negative keywords

Whether you’re an expert in using Google Ads or a beginner, you’ve certainly heard about the use of negative keywords in ad campaigns. Well, there’s no doubt that they play a major role in increasing the ROI of your ads. However, most marketers ignore this technique and fall victim to a failed Google Ads strategy.

What are negative keywords?

To keep things simple, let’s say you’re the marketing manager of a bakery that sells chocolate cake and you want to implement a PPC campaign. Negative keywords in this case might be chocolate cake recipe, chocolate cake baking tips, how to make chocolate cake, etc.

When you add those negative keywords in your promotion campaign, your ad will not appear when a user searches for ”chocolate cake recipe”, because you want to sell chocolate cake, not offer recipes. By doing this, you can easily control the quality of traffic to your website, because you certainly don’t want visitors who have no interest in your business.

4. Add and track call extension

The call extension makes it easy for customers to contact you as soon as they see your ads. Including call extensions in your ads can have a positive impact on click-through rates, as the additional information that is displayed with the ad gives customers additional information about your business.

This feature maximizes the potential of your PPC campaigns and increases conversion rates. 70% of mobile searches call the phone number displayed in the ads. This information was revealed by Ipsos after conducting a survey in partnership with Google.

5. Adaugă un cuvânt cheie dinamic (Dynamic keywords) în campania ta PPC

Dynamic Keyword Adding is a remarkable strategy that dynamically updates your online ad text by adding the most exact keyword from the term your potential customers are searching for.

But you need to be careful when writing the dynamic word – improper capitalization, brackets, spaces, commas and grammatical errors will impact your ad campaign. The addition of dynamic keywords are designed to increase click-through rates and conversion rates as it will display exactly what a user is looking for when interested in the products or services you offer.

PPC campaigns are undoubtedly the backbone of digital marketing, but the strategy used to bring results from these campaigns is constantly changing. Some strategies are great for one business, but for other businesses, they’re not so effective. So it very much depends on which strategy is a good fit for your business. The best way to explore this is to test multiple strategies and track results to discover what fits your business best.