Investing in pay-per-click ads offer a great way to get leads for your company, as long as your ads fit within a structure that is able to connect with your specific audience.

However, creating effective PPC ads is not quite as easy as it seems since it requires a lot of knowledge about the users to whom the ads are directed. This is where it may be beneficial to enlist the help of a PPC services agency.

Because understanding some strategies that allow you to carry out a successful advertising campaign can ensure good profits in the short and medium-term.

Here are 13 PPC best practices that we’ve discovered that can help maximize performance and drive quality leads. Let’s get started.

1.   Staying Updated on Recent Innovations

Technology advances every day, and this has snowballed into the world of online PPC advertising. Which means that to better connect with your audience, you must stay on top of the trends.

Google Ads, for example, allows you to create PPC ads that are showcased on both search results and publishers’ websites that are associated with the popular search engine.

Therefore, whether you’re advertising on the Search or Display networks, staying up-to-date on Google’s recent innovations will keep you ahead of your competition.

Here’s an example of a Display ad on other websites:

https://lh4.googleusercontent.com/d5D9mJx7pmNq_eckhbwsYetF4Z3evb7XwGXDWJ4qFJJMy9KlCZ90k4bLYzQQoJen90FXfouiaqcc7itwmxOfZ4ThD_yUkpHZSn2UmCOVuwhC-bUG0KgsIh2UHRRHSSmlAuBXsoiO

Google Ads have evolved a lot in the past 5 years. They have updated their algorithm for ranking Search ads, thus creating new ways of connecting relevant advertisements to Internet users.

If you want your advertising campaign to reach as many people as possible, it is important to stay updated with all the changes that occur in these applications. Spend time on Google Advertiser community platforms and learn all you can from industry websites and what your competitors are doing as well.

https://lh4.googleusercontent.com/CHgPCZMfTPxKstTmb0aagk9rXelkLmW6f5bsK9WZ-dans3YhcuhjR8Imvm5l_VONQLEdc0ftdFt-vEBo4UrJ9h0Z9A9L5DqrK-wgINasvZB6xU5LPnoL94LZaaY6bckdGfWtj90i

However, keep in mind that knowing these updates does not guarantee success. You should format your PPC ads to adapt to these changes quickly so they can remain relevant in the Search and Display networks.

Cardinal PPC Agency is always staying up to date on Google’s latest changes. So, if you are looking for someone to work with you on creating professionally integrated content then our PPC experts can help.

2.   Know What Your Target Audience Wants

PPC ads must be targeted to a specific audience in order for them to work… it’s useless to create an ad and not know who you are targeting, the people most likely to buy your product or service. It’s like taking a shot in the dark.

The first thing to consider when creating a PPC ad campaign is to know what is the need or problem that your audience has and how your product or service can help.

Here’s a Google ad targeted at people dealing with acne. Note that it’s a smaller, more niche audience target compared to someone just searching for a broad term like ‘skincare’.

https://lh6.googleusercontent.com/ujJ64s-mZm0DQW7dATgy0yt1XLj1ToIs8gkuIDuav2P-nSs1kRQS1J3xPBKI-AhWMkkgX5WgKP5yoPM7tYUaOh3wpmFheHCTKG0ls-Guy6C8VbJV4shohOiv5OkGOd5VRLBqfinv

The best way to get people’s attention is to let them know that your company understands your problems and that you know how to solve them.

Connect with your customers by placing yourself in their position and thinking about the problems they wish to solve.

3.   Retargeting by Keywords

Keep in mind that most users who visit a website that they found through a PPC ad don’t end up buying the product or service offered by the company right away. However, this is common.

The fact that they visited your landing page or website is an indication that they’re interested in your offer.And through retargeting methods, you can bring them back or keep your product or service top of mind. Here’s an example of a retargeted ad on the MSN website:

https://lh4.googleusercontent.com/Z-BJ8UrMCewTo_fmeNHZskuAwyIiQ20dXMIwpdehs9dD0DQH99hc-4-Xwc1j5s36gM8OHxtkEcgCsVjfBpVSUBlzKgKDZyxvd-UZWJPdFCkVNS-uO-Yi4ughdQSdclinjKg07lQ4

If you’re using a pixel or code to track website visitors, then you have collected relevant information about the user’s intention (especially when they click on your PPC ad). Here’s an illustrated guide of how retargeting works.

https://lh4.googleusercontent.com/LTZWtaSjOAz0CjkIlpZjzrR6fJ1Vi3x91MRz8OdPThAT7fkvxlG4VVhnxi0nCubf9cE1SZsl5fJQKrvZg5GPF8_eOLspsEzVDqSiY724ZFNMFqdPqR55uvQivHAM20PUlVDnqKnT

With retargeting, you simply try to convince the same prospects to stay engaged using similar but better ads and deals. Every time you interact with them in the future, you want to motivate your visitors to take that step they didn’t take when they first interacted with your ad, landing page, and product.

Suppose you use a certain keyword in your ad and a user clicks on the ad that connects to your page but doesn’t buy the product.In another ad that they see the next time, you can use a similar keyword which will capture the user’s attention again since they have already seen it before and will start to subconsciously secure that relationship with the product they need to your brand.

This strategy is effective, but it takes time for it to work. In the end though it offers very good results.

4.   Determine How Much Money You’re Going to Spend

Before you even start, determine how much money you will spend for each click on your PPC ad. This helps you keep a daily budget, the position of your ad on search networks, and how many impressions you’ll drive from third-party websites.

https://lh3.googleusercontent.com/nm4F1d3zQy8wo3jixOHuJbe5_pxSQxXz1TRKn0-LCv_FPCpZdO_lnRrsXv4Fx3nI0SGFoWhPNplpUxEPfx62TKIUHk0ArnQ5tUjKw3hsSQ8YidR0_Gt__jqJ72-8_KaAhAEviK8n

For example, Google uses this as one of the factors that determines the order of the ads on various web pages, as well as their priority and the type of pages where they can appear.

Carefully evaluate your investment in this, considering factors such as what your company’s objective is, how important it is, what your competition is, and the audience in which the ad is directed to, among other things.

Depending on how much time you’re willing to invest to put in the research, you can determine how much money to spend and realize your potential earning for each ad.

If you need some extra help in putting in the research to develop quality ads drive clicks, Cardinal PPC Services is there for you.

5.   Use Appropriate Language

When publishing a PPC ad, you want to be sure that it will attract as many people as possible, but that won’t happen without using the right words.

We don’t just refer to the keywords, we also want to consider the language that is used to complement these keywords. Above all, personalize the ads to appeal to users.

Check out how ABC Bank personalized their bank by using the word “your” in the copy:

https://lh3.googleusercontent.com/SMVv0YU_pWyOITLyrncny0MUEA0eE_2v1wySO5_H1cLeeHM7X4crF3K8n2CTNaFi2e4lNDbBWiGcDCtqeuDmEIWlj_WKSU-KG7BJkEHXekFUQUzO5U5cu4JGKWbvd2IWcCWn_BzO

Yes, using words like “you” or “your” or talking directly to your users in the second person creates a sense of importance and makes it easier to relate to the product or service you intend to sell (all accompanied by a friendly language and tone).

Create phrases that are memorable, ones that aren’t boring and generate some emotion. Concentrate on the problem that the user wants to solve and state clearly how you can help.

6.   Search New Audiences

On platforms like Google Ads or Facebook, you can aim your PPC ads at a specific group of people. It’s a sure way to get significant results.

However, you should not limit yourself to this audience. Maybe there are other groups of people who are interested in getting your product or services as well.

For example, if you’re selling a computer accessory in your PPC ad, don’t just target the Computers & Electronics audience, maybe pay attention to the Internet & Telecom audience since they have a lot in common.

https://lh5.googleusercontent.com/EHk6Fdu2aL51U-NPo5IaWXbPO-l1uZCmnI85-sMBfqb5IoaOZBcACwzU9LEl4N3v8_Jh6iRASf1oF3fCCgVyydK3v0KcBUILegQ74j5ba2ePjN5xAbLcmTjcB9q-hYN9oFKBfirX

Targeting a lookalike audience or custom audience is a popular practice in Facebook advertising, Google also has something similar. Both platforms give you the chance to reach a group of people who share some characteristics and preferences.

For these new audiences, you may have to make some changes in your PPC ad so that it fits a little better with the user’s intention, but confidently doing this will give you good results.

7.   Quality Score

Google uses what’s called the Quality Score to gauge the overall quality and effectiveness of an ad campaign. It does this by assigning each PPC ad a score depending on certain characteristics it has in order to establish its priority level.

So, it is in your best interest to know how the quality score of your ad is calculated so you can create an ad that fits with all the requirements that Google has to prioritize your campaign.

Everything from your keywords to ad copy to the landing page to user experience affects your quality score.

https://lh6.googleusercontent.com/4n-8JluIivyZQ-bOkXZGg4hTkEGMI2p0z8cxfi7J4bLAKsstaTY1nwf1thbTUkFVzNrhrduNztMqIHND7LZCFLVO6WV9QfY-yWI1-IO7UJInf1tdfkr2yJ-b87VJDPc-mEOIJT2Z

Google considers these 3 factors in creating a quality score:

  • The use of specific keywords for each audience.
  • The rate of clicks expected per ad.
  • The quality of the page that sells the product.

It’s also important to note that Google provides each company with a summary of all the factors that influence its quality score, so that PPC ads can be improved based on this diagnosis.

8.   Use Numbers to Convince Users

Most users on the internet need a good reason to enter a page that comes from an advertisement.

Therefore, if you want your campaign to be successful then you must make the ad worth the click. Using credible data or statistics in your ad copy helps.

https://lh3.googleusercontent.com/qVrRKpy27NQCL4wQL5pB__cMEuxOj5SMJeiH-dHujVzvI29t30G-nK1o9O_R6Bcxl5SoIMKaNMsGN505tffxIMcZIBzkalTlwuikL80RSOLoEOxbtg4TK8ptZ5DpkvdPiFSs9g3_

When eliminating the doubts or objections directly in your PPC ad, then it’s likely you’ll get more users and potential customers. That’s why it’s a good idea to incorporate statistics in your PPC ad campaign.

Using statistics in your ad is a very good way to convince people that your product or service works, or that there’s a need for it. It has been proven that most people believe the statistics they read, so why not use it in your PPC ad to increase conversions?

Here’s an example of Wrike using statistics in its Facebook ad campaign to draw customer’s attention and increase conversions:

https://lh6.googleusercontent.com/Gl2i962g7leQz506F-GrgQjy72Qy1_FAyeaiz4rZqtIs6PLyIhWBJ2kL_ohIL91hj4dkLcrc9kp3gPcKEvBuutjaa8tzWhycQobe-2nV8WXsul96yc1EyH7yVdBWhEdTzq7bEJSL

9.   Don’t Be Afraid to Use Emojis

Believe it or not, the use of emojis in PPC advertisements is gaining ground and getting more popular in the online advertising space.

The use of emojis in advertising is becoming more common given that more people are searching on smartphones than those using desktop computers. Klient boost uses emojis in its advertising campaign, like in this example:

https://lh5.googleusercontent.com/kn-A8mVf5Nftvl7-eY4fLz4JbYZkGGNwNhJTHMKrAusiqEFDhQqbVBvgkDhtMJqANxFVrlqnfhguTs7EeHmCF4zCV9SO2m2YmO7voMmdIN8mtb7ksgMAPShahvl24t6Dgyent_BI

Emojis can stimulate potential clients in unexpected ways, capturing their attention and communicating the message in a creative and interesting fashion. But it’s also a resource that can easily be abused.

Evaluate the advertising campaigns of companies that use emojis to help you understand what works and doesn’t when including these cartoon-like objects in your PPC ads. Do emojis increase conversion rates? Well, the latest data shows that it does. Here’s proof:

LeadsBridge, a marketing and advertising automation suite utilized emoticons in its recent Facebook ads and the results were huge. Sources show that it increased conversions by 2,000%.

https://lh5.googleusercontent.com/e2uKK3boJq-tEeIHQjXuKvIJAeVpRmVa8uCqx2OuigxNAP4w3Mvs6moz36NvyWZ2WG5okBc_uqJZr8TeYNpryqJBcn1IkNoWT5_d0IAnT5X9j7HCNgiNB75c-ddnep2NjksscNBD

10.  Monitor Your Ads

A successful advertising campaign should make use of different ads, each one aimed at a group of different people. In other words, they should each have certain characteristics.

Each of these ads gets a different reaction in the users and you’ll find that some will be very successful while others will not receive as many visits.

It’s important to evaluate these users’ reactions so you can constantly update your ads to ensure that the most people enter your website.

https://lh6.googleusercontent.com/am7zZIxHdyvyLJCDAmH2eLi9PDXve3TGxxnnvP8YPhKW4n9771u9w68RxhqCEk9UBjTvTCggIxzgHKc5f75mh8EGUUwTINKWuqx2ll89PJIN2ePOXCws1-lPSe3m97pL9XCxegxa

Tools like Google Analytics allow you to have a general idea of ​​which features of your ad are not performing as great, and with this information you can make your campaign much more efficient.

Analyze the information according to the context and determine an appropriate course of action based on what you find.

11.  Utilize Creative and Different Ads

The world of marketing is full of people constantly producing innovative ideas, so you cannot afford to be left behind.

There’s so much competition online because every day new businesses and websites are being launched. And some of these new ventures will offer improved and high-quality products to the same audience you’re advertising to.

The difference between getting customers or not is in the efficiency of your advertising campaign.

If you design various creatives and ads for different audiences, you will be able to capture the user’s attention faster.Ad copy that’s memorable, impactful, and persuasive will give you an edge over your competitors.

https://lh3.googleusercontent.com/vgPuxwLR5CKa46SADl5neTYSeoTP4slfxuteO2qvovrQ-30UFFySSjQ025qcX1Xr_rAjVOs3Lqhv6bb922IUYzp9-o4o6McGx-vwg8_ddE7L7fjZrP2iWJH6wTzdoohtYh7a7tqu

Whether you use an ad with text, images, or videos, find a way to get the attention of the audience your ad is targeting.

12.  Consider Ads for All Devices

Technologies are advancing and new devices appear every day that aim to improve the quality of life of people around the world.

That being the case, your advertising campaign should be aimed at your prospects and customers, irrespective of the device they’re browsing the web with.

https://lh6.googleusercontent.com/YqZfhKJs2QsX0wUEiA-YvdEDLobetIZwLCcwPCneDlJCrCSzVgpeiP47RW9Tyq-sUbAtha--yGdZKtopuXnYWUW3S1-iZoyu6oI0GY10CyY1xkmcwwHmLwO4MaRYvYPoK9gGsIA5

Online searches on mobile devices are getting more popular, so your PPC ad campaign should focus on ads formatted for these devices with responsive design.

The process of adapting normal ads to this technology isn’t very complex as long as you know what you’re doing, but you’ll definitely increase the number of people who see your ads if you modify your PPC ads to fit various sized screens.

Cardinal PPC Management knows all about how to create beautiful, engaging PPC ads that fit all screen sizes.

13.   Use All the Space in Your PPC Ad

Google Ads gives you a number of characters that you can use in your ads, so you can provide all the relevant information about your product or about the problem that your product helps to solve in a clear, concise manner.

We advise to not hold back and make use of all this space, with the purpose that users who see your ad will like it and will have enough information to want to check it out further.

Specifically, Google Ads allows two titles of 30 characters each and a description of 80 characters.

https://lh5.googleusercontent.com/gqF5SVJRz9rcKb--R80HIhgIf6qKHdjCW6lsJQsbo2SwdTd4ugAmSV3m-sskrwCdWJZ0pAYYgKMfebytC9_CkWCh_PuDxAjtSMIkdhNIFGwDQH6NbnrzqNC3ONPK0dmxpS-URFvm

In making use of all of this space, include the most appropriate keywords and highlight the most important information about your product, adjusting the content depending on the audience that will see the advertisement.

Conclusion

These are the most effective PPC best practices that we know of to maximize your ad clicks, reach more targeted audience, generate leads, and grow your revenue.

So rather than waiting for an organic search to start driving traffic to your business, generate results more quickly by setting up a PPC ad on the Google Ads platform or with Facebook Ads.

Depending on your marketing goals and budget, you can get upwards of 5,000-10,000 visitors to your website in less than 48 hours.

However, keep in mind that the PPC advertising industry is constantly changing. Adjust your priorities and learn how to better craft clickable ads to effectively grow your business.

Alex Membrillo Cardinal CEO

Alex Membrillo

Founder and CEO

Alex Membrillo is the CEO of Cardinal, a digital marketing agency focused on growing multi location companies. His work as CEO of Cardinal has recently earned him the honor of being selected as a member of the 2018 Top 40 Under 40 list by Georgia State University as well as 2015 and 2016 Top 20 Entrepreneur of metro Atlanta by TiE Atlanta, Atlanta Business Chronicle’s 2016 Small Business Person of the Year,and the Digital Marketer of the Year by Technology Association of Georgia (TAG).