Marketing Blog | Addison Clark | Richmond, VA

The Dos and Don'ts of Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is a powerful digital marketing strategy that allows businesses to reach a targeted audience in order to create brand awareness, generate quality leads, boost sales, and more. When done effectively, a PPC campaign can drive powerful results. However, there are some dos and don’ts to keep in mind to get the most out of your PPC strategy!


Do - Keyword research

During the initial setup of a PPC campaign, it’s important to put the time into researching keywords. Tools like Google Keyword Planner can help you determine which search terms are relevant to your audience and campaign. Choosing the right keywords helps ensure you are targeting the right audience and driving valuable traffic to your website. This will result in greater leads and conversions.

Do - Create a quality landing page

Make sure the landing page you are directing users to is directly related to your ad’s content. A consistent user experience helps promote quality leads and improve conversions. The copy on your landing page should be clear, concise, and contain relevant calls to action.

Do - Optimize ad messaging

Craft compelling ad copy that aligns with your chosen keywords and encourages clicks. Your ads should deliver a clear message and utilize an enticing call to action.

Do - Use ad extensions

Ad extensions allow you to provide additional information, such as site links, phone numbers, callout extensions, and structured snippets. These extensions help increase visibility and enhance your ad’s overall relevance.


Don’t - Focus solely on clicks

While clicks can be a valuable metric for evaluating your ad’s engagement, it is just as important to prioritize leads and conversions. A high click-through rate does not guarantee a campaign’s success if those clicks are not converting into active users.

Don’t - Set it and forget it

It can be tempting to set your campaign up and simply let it run. However, a PPC campaign should be monitored and adjusted regularly to make sure it is running effectively. Market conditions and user behavior are ever-changing– it’s important to ensure your campaign is keeping up!

Don’t - Neglect mobile users

With the continuing growth of mobile users, it’s essential to have a mobile-friendly ad campaign, as well as a landing page that creates a seamless mobile experience.

Don’t - Target broadly

While targeting a broad audience can seem like an effective way to reach more people, this audience may not always be relevant. Be cautious when using broad-match keywords so that your ads are not triggered for less relevant searches. Be precise!


Need help optimizing your PPC campaign? At Addison Clark, we manage every aspect of our client’s PPC campaigns, from the initial research and setup to the ongoing monitoring and optimization. Give us a call today to learn more about how PPC can fit into your overall marketing strategy.

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