Pay-Per-Click (PPC) marketing is a form of online advertising in which you pay each time your ad is clicked. PPC marketing is a great way to drive targeted traffic to your website, by getting your ads in front of the most relevant people at the right time.

Getting started with PPC marketing can be quite a daunting task, and so in this blog post, we’ve laid out our tips for selecting the right keywords, crafting compelling ad copy, and setting up effective campaigns, giving you all the tools you’ll need for a successful PPC marketing campaign.

1. Selecting the Right Keywords

Keywords are the foundation of any successful PPC marketing strategy. You’ll need to do plenty of research and utilise all the tools at your disposal to select the right keywords for your campaign. Find out what terms people are searching for when looking for your product or service and this will enable you to get your ads in front of the right people at the right time. Here are some essential steps to help you to select the most effective keywords:

Keyword Research

First things first, you need to conduct thorough keyword research. Use tools like Google Ads Keyword Planner, Semrush, or Surfer SEO to discover relevant keywords. Identify the terms your target audience are using to find products or services similar to yours and find out what people search for when looking for your competitors. Brainstorm a list of potential keywords and remember to consider the search volume, competition, and user intent associated with each keyword.

Keyword Relevance

Once you’ve identified your keywords, you’ll need to assess how relevant they are to you and how accurately they represent what you offer. Try to avoid using broad keywords as they are usually highly competitive and can lead to irrelevant clicks. Instead, try to focus on long-tail keywords, which are much more specific and tend to be less competitive, resulting in more targeted traffic to your site.

Negative Keywords

Negative keywords help to stop your ad from showing to people who search for specific terms. Selecting the right negative keywords help to keep your ad in front of the most relevant audiences and stop your ad from showing in unrelated searches or alongside unsavoury search topics.

2. Crafting Compelling Ad Copy

Once you’ve got your list of keywords, you’ll then need to start writing copy for your ads. When writing ad copy, make sure to keep it concise and also relevant to your target audience. Try to be as persuasive as you can to help entice your reader to click on your ad and visit your site. Here are some tips to help you with crafting compelling ad copy:

Unique Selling Proposition (USP)

Identify your unique selling proposition and clearly highlight it in your ad copy. Tell the reader what sets you apart from your competitors and why that makes you the better choice. You need to give your audience a reason to click on your ad over your competitor's ad and so making your USP prominent in your copy is a must.

Strong Calls to Action (CTA)

Utilising calls to action is a great way to get your reader to take the action you want them to take. The most effective CTA’s try to create a real sense of urgency, encouraging the reader to act immediately, and it can be accomplished with phrases as simple as “read more” or “buy now”.

Attention Grabbing Headlines

Make sure to include attention-grabbing headlines. Try to condense your message into a clear and concise headline that immediately gets the audience's attention. Focus on using intriguing language and CTA’s to spark the audience’s curiosity and get them to read on.

Ad Copy Matches Your Landing Page

Ensure that your ad copy is consistent with the content of your landing page. When users click on your ad, they should find the information they were promised in the ad copy.

Looking for copywriting tips?
Check out our blog ‘The core principles of great copywriting’

3. Setting Up Effective Campaigns and Ad Groups

Now that you have your keywords and ad copy, it's time to set up your campaigns and ad groups. A well-structured PPC marketing campaign is critical to success, and organising your campaigns and ad groups into niches will lead to better overall ad performance. Here's how you can set up effective campaigns and ad groups:

Campaign Structuring

Start by segmenting your campaigns based on the different products, services, or objectives you have. Each campaign should focus on a specific goal and represent a distinct category. For example, for an online clothing store, you’d want to have separate campaigns for men's clothing, women's clothing, and accessories. Doing this allows you to manage budgets effectively and better track the performance of each campaign.

Ad Group Organisation

Within each campaign, create ad groups that further segment your keywords. Ad groups should contain closely related keywords and variations of your ad copy. For instance, in the men's clothing campaign, you might have ad groups for "formal wear," "casual wear," and "outerwear." Organising in this way enables you to create highly relevant and targeted ad copy for each ad group.

Ad Scheduling and Budgeting

You should be continually monitoring the performance of your campaigns, adjusting your ad scheduling and budgeting accordingly. Use ad scheduling and geo-targeting options to identify the best times and locations for your ads to receive the most engagement.

When you’re first starting out with PPC marketing, remember to focus on the basics; selecting the right keywords, crafting compelling ad copy, and setting up effective campaigns and ad groups. Focusing on these will put you in a great position to set up successful PPC marketing campaigns. Don’t forget to continuously monitor, test, and optimise your campaigns for the best results.

Utilise the tips in this blog and you'll be well on your way to achieving your marketing goals and growing your business with PPC marketing. If you would like any further guidance just get in touch!

Need help mastering the PPC lingo? We have two great blogs to get you started:
- Decoding PPC Marketing: An Acronym Guide for Beginners
- Popular Terms in PPC Marketing Explained.