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  • Writer's pictureOlga Zhogina

PPC Best Strategies

Optimizing Pay-Per-Click (PPC) campaigns requires a strategic approach that aligns with the client's objectives while maximizing your creativity and analytical skills. Let's have a look at some PPC practices that can elevate your campaign performance.

Define clear objectives with your client

A successful PPC campaign starts with a clear understanding of your client's goals. What are the goals of the campaigns, what are the expectations of the client, how are you gonna measure results and goals? Find out as much as you can about the product, dive deep into the target audience, and explore the competitive landscape. This foundational knowledge will shape the entire campaign strategy.

Tailor your PPC strategy to clients' goals

Once you've got to know more about your client's goals, it's time to craft a PPC strategy that aligns with their objectives. If the goal is driving sales for a product with high search demand, you will most likely want to invest in search campaigns. Or does your client need to focus more on brand awareness and leads? You might want to consider display or YouTube campaigns. The essence of a successful strategy lies in selecting the most appropriate campaign types and budget allocation for achieving your client's aims.

Functional and aesthetically pleasing website

Your website is the cornerstone of any effective PPC campaign. While PPC can drive traffic to your site, its success hinges on retaining users' attention and converting them into customers. A user-friendly, functional, creative, and transparent website is essential. Remember also - especially if you are running an e-shop or e-commerce website - the structure of the website is very important when it comes to creating campaigns, it should reflect the same or similar pattern.

Unleash creativity in your ads and campaigns

PPC campaigns often involve number-crunching, but don't let that limit your creativity. Draw inspiration from the insights gained about your client, audience, and brand. Craft compelling ad copy that sparks curiosity, such as beginning headlines with questions. This approach can be applied to both search and display ads. Being innovative with your ad assets and campaigns can set you apart from competitors and capture the audience's attention effectively.


Even when your PPC campaigns are performing well, there's always room for improvement. Enter the world of testing. Experiment with different bid strategies, campaign structures, landing pages, and ad copies. Allocate a portion of your budget for testing, and keep the client informed about potential outcomes. It's crucial to understand that not every test will yield better results, but each one offers valuable insights to refine your strategy.

In summary, successful PPC campaigns are born from collaboration with the client, a crystal-clear strategy matched to their goals, a well-tuned website, thinking outside the box with your ads, and an ongoing commitment to testing and optimizing. By implementing these best practices, you can achieve outstanding results and continually improve your PPC performance.


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