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10 Innovative Approaches to Improve Your PPC Strategy in 2020

Wes Smart
Wes Smart
Updated Aug 09, 2022

Studies show that companies typically make a reported $2 in revenue for every $1 they spend on paid advertising, but your campaign's effectiveness will depend on many factors.

Pay-per-click (PPC) advertising is one of the most powerful marketing strategies to generate new customers for your business. Studies have shown that companies typically make a reported $2 in revenue for every $1 they spend on paid advertising. PPC advertising can give brands an instant boost in traffic.

When executed correctly, this strategy is proven to increase lead conversions by up to 50% instead of merely relying on organic web traffic. While these numbers may undoubtedly look impressive, executing a paid advertising strategy is not the easiest thing to do. Considering that most companies waste up to 25% of their paid advertising budget on avoidable mistakes, finding success using this strategy requires a carefully crafted approach. Here are 10 proven ways you can improve your PPC strategy.

1. Choose the most effective keywords.

Your campaign’s effectiveness depends on many factors, including how much you spend, organizing keywords into ad groups, and optimizing PPC landing pages. Choosing the right keywords is an integral part of a successful PPC strategy. You must ensure that you are bidding on the most relevant keywords for your business. Google Ads garners 65% of clicks for high commercial intent keyword searches, where commercial intent refers to people who have the intention to buy a product or service.

You can effectively leverage these keywords by utilizing the Adwords Keyword Planner to research and select the most effective keywords. It is also important to note, however, that your competition may use these very same keywords. Focus on bidding for keywords that encapsulate the buyer’s intent to avoid wasting money on generic terms that will not bring quality leads.

2. Focus on providing value first.

According to a Clutch study, PPC visitors are 50% more likely to make a purchase than organic visitors. When you are spending money to get visitors to your website, you must be laser-focused on converting visitors to customers. It all starts with providing a valuable experience for your visitors. While conversions are critical to a successful PPC campaign, only 29% of PPC accounts have effective tracking measures. Active tracking allows you to tailor the user experience and provide added value for each person that comes across your content.  

3. Use long-tail keywords.

Many individuals and businesses tend to stick solely with short-tail keywords (keywords containing one to three words), because these terms are general enough to cover broad topics. These would search terms like “how to lose weight” or “best auto insurance,” but this is a recipe to quickly blow your advertising budget with minimal results. Consider this a surefire way to ensure that you target a vast audience to get a lot of clicks, but employing this strategy also means that it will not be focused enough to attract your ideal customers.

Having a long-tail keyword that is at least five words long, like “how to lose weight and gain muscle,” will likely get you better results. Although it is more specific, and may not attract as many clicks as a short-tail keyword, the individuals that click on your ad will be more likely to convert, as your solution meets a specific need. It is also important to note that over 50% of all searches done online are more than four words long. Essentially, this means that your long-tail keywords are more likely to show up more frequently and attract attention from users who are looking for your solution. The opportunity that lies in this strategy is to find long-tail keywords that seamlessly fit with your product or solution.

4. Target both prospective customers and returning ones.

The vast majority of people click on an ad to find more information, which begins the marketing journey. These potential customers are drawn to the advertisement’s information and must feel like they have received value if you ever hope that they will become customers of your brand.

Those further along the journey require a different approach. People in these latter stages already know what the company in the ad provides, and they already have an established buying intent. You should retarget these prospects and focus on keywords suited for these individuals. If someone has already been introduced to your company, instead of “social media agency,” for instance, you should focus on terms such as “hire a social media team.” Retargeting is vital as prospective customers need multiple touchpoints with a new brand before making a purchase.

5. Have a call to action.

Every effective advertisement ends with a call to action (or CTA). While the advertisement’s body should focus on providing value to the customer, the CTA needs to give a clear and actionable step.

Now that they have received an immense amount of value from this ad, what is the next logical step that is available for them to take? Be prescriptive and tell customers exactly what they need to do to achieve the benefits you have just outlined in your ad.

Over 69% of online browsers contact businesses directly from online ads. It is crucial that your CTA is compelling, provides an evident recap of the benefits you are offering, influences action, and secures the conversion.

6. Focus on quality instead of quantity.

When you consider that around 63% of users are likely to click a Google ad, you will also realize that it is vital to draw them in with quality content. Remember, we are already talking about paying per click, and the quantity is no longer a variable that requires any attention outside of your budget. What you need to do is ensure that you get the most for what you are paying for, and the best way to do this is by providing that your content is inherently convincing and optimized for converting consumers.

The numbers are already there. You simply need to make the most of it.

7. Don’t ignore geotargeting.

Geotargeting can also help you make full use of each click. Different audiences from different locations have different preferences. Geotargeting allows you to run various campaigns in different places, and thus allows you a degree of customizability in your marketing efforts to meet such variations and preferences.

Pricelisto, for example, provides aggregated data for consumers on pricing fluctuations within different industries. In this study, the organization analyzed changes in restaurant prices affected from the global pandemic by region. Targeting users within affected regions is a smart way to encourage prospective users to use this information as a resource moving forward and return for more related data.

8. Create specific advert groups for mobile.

There is a marked difference between desktop content and mobile content. You have to create responsive PPC ads for mobile, as a growing number of people are now using mobile devices to access the internet.

By 2025, approximately 72% of people will use only mobile devices to consume content. You need to have a strong focus on media which functions and converts well on mobile. Contrary to popular belief, it is often trends that kill businesses rather than mere competition.

Make sure your strategy is on pace with where your customer base is trending, and with regards to PPC ads, making mobile-friendly content is the way to stay competitive.

9. Concentrate on ad groups.

Relevance is an essential aspect of getting an ad group to score high on the quality metric. It is for this reason that each ad group you utilize must have a particular purpose. It is far more effective to create unique ad groups for keywords when you want to get more conversions and clicks. Ad groups are better utilized when there is a narrow target audience, especially when only a small percentage of online consumers think that ads on a site apply to them.

10. Timing is everything.

Studies have shown that PPC interactions increase or decrease over the day. Studies also show that Tuesdays and Fridays are the two best days of the week if you are looking to run a PPC campaign. Your ads must catch the optimal customer conversion time in your target demographic. For example, PPC ad interactions peak at 14% more than the average between the hours of 11 a.m. to 2 p.m. Become knowledgeable with what works for your industry and integrate it as a part of your advertising strategy,

And there you have it, 10 proven ways to ensure you reap the most out of your PPC efforts. As clear from the points above, PPC is not as straightforward as it appears to be on the surface. Like any other aspect of a business, using PPC advertising profitably is an art form.

Ensure that you scrutinize every nuance and take the time and effort to ensure your strategy is nothing short of optimal. Then, and only then, can you enjoy the results of a successful PPC campaign.

Image Credit:

Povozniuk / Getty Images

Wes Smart
Wes Smart
Wes Cherisien is a career expert who is passionate about talent development and career advancement. He has been featured in HR Magazine, Experteer Magazine, Career Builder and TinyPulse.