PPC Marketing Strategies Guide

PPC Marketing

PPC marketing is a great way to expose your community and products to users that are actively searching for you.  It is a useful strategy for any business.  However, there are many details that need to be defined in order to have a successful campaign.

What is Pay-per-Click (PPC Marketing)?

PPC marketing is a form of online advertising in which advertisers accrue costs when users click their ads.  Advertisers bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates.

 PPC is All About Relevance

PPC is used for all types of campaign goals including increasing sales, generating leads, promoting brand awareness.

Users are searching for specific products, services, and information all the time.  Advertisers have the ability to show a targeted ad at the exact moment this search is occurring.  By targeting setting and account structure, advertisers can run successful PPC campaigns.  But it is all about relevance.

Keyword Types

The foundation of a PPC marketing campaign is keywords.  There are several types of keyword match types.

  • Exact – Query must be typed in exactly.
  • Exact Close Variant – Query must be typed in exactly, but can include misspellings or other variants.
  • Phrase – Query must be typed in the correct order, even if there are additional terms before or after the query.
  • Phrase Close Variant – Query must be typed in the correct order, even if there are additional terms before or after the query.
  • Broad – Query can be typed in any order and will potentially show ads for similar searches.
  • Modified Broad – Query can be typed in any order but must include terms that contain a plus sign.
  • Broad Session-Based – A form of the broad match that takes into account other queries from that user’s search session.

Negative Keywords

As a digital marketing agency, we always spend time working on negative keywords for clients.  They are just as useful as positive keywords.  Negative keywords can help remove unqualified traffic.  For example, you are selling high-end products, you do not want to show up on “bargain” or “cheap” searches.  That is the perfect time to add those into negative keywords.

Ongoing Research

As keyword search trends change, you will want to update and track the keywords you are currently using and make sure they are still current as the campaign continues.  Check monthly also, you may need to change your keywords based on your lead generation if you are not getting the results that you want.

Location Targeting

PPC marketing allows you to specify the location down to the zip codes that see your ads.  For local service businesses, this is important as you may not service the county or state.

If you ship your products all over the United States, you may not think that this applies to you, however, you are not correct.  Check your customer database, do your clients tend to live in specific neighborhoods or states?  Are you targeting families, then you want to hit suburban neighborhoods.  It is about getting the best bang for your ad spend dollars.

Continuously Improve Your Campaigns

Your PPC marketing results will only be as effective as your marketing strategy.  The key is testing, testing features, strategy, and content.  Every account is unique and will have its own reactions to different features and strategies.  If you want continuous profits and growth, you need to continuously improve your PPC campaigns.


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