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PPC campaigns are a great way to capture leads and drive traffic to your content and website. Once you implement a PPC campaign, you should monitor its success against your goals to understand what aspects need to be improved. If you aren’t reaching the goals you set at the beginning of the campaign, don’t panic! Utilize some of these strategies to grow your PPC campaign and ensure you hit your numbers.

What Is PPC?

PPC stands for pay-per-click advertising, which means placing paid ads into search engine results and only paying based on the number of clicks your links receive. This type of advertising is based on keywords, which you must research keywords that match your target audience and spend your PPC campaign time crafting strategic ways to reach them based on your goals and search motivations. There are many different ads to choose from, including:

• Display ads
• Search ads
• App ads
• Video ads

Researching keywords can also help you gain insight into which platforms your target audience is more active on. This can help you strategically place your PPC campaign to maximize its reach.

Improving Your PPC Campaign

Tweaking and monitoring your PPC campaign is nothing to be ashamed of, in fact it’s encouraged. With the ever-changing landscape regarding AI and search engine results, changing your PPC campaign over time can help you gain more clicks. Here are some areas to look at when trying to improve your campaign.

Where Your Customers Are Located

Viewing where your prospective customers vs. your current customers are located can help you segment your performance results. Often, there are patterns between the same state, town, and sometimes even regions. By understanding where your customers and the target audience you are trying to reach are, you can target specific areas more effectively and capitalize on the demographic population you are looking to gather.

What Devices Your Customers Use

Although a majority of customers use phones, a majority of lead conversions actually occur with the use of computers. Ensuring that your campaign is consistent on multiple devices is key to ensuring a smooth experience and maximizing your potential for conversion. Sometimes, users will begin the initial search on their phones and move the search to their computer when they narrow down their options. You should be reviewing your device performance data to understand how your audience uses their devices for specific tasks.

Negative Keywords

Negative keywords allow you to choose search terms you do not want your PPC campaign to appear in. By doing this, you eliminate the confusion that similar search terms can bring to your campaign and help specify the type of words that indicate ideal ad placements.

Call to Action

Adding a call to action to your PPC ads can motivate users to click on your placements. If you are not getting the clicks you want, tell users what they must do to achieve the benefits you describe in your ad and see the clicks rise. Once you make the benefits more clear to them, they are more likely to interact with your content.

Conversion Tracking

As mentioned before, setting goals for specific metrics in your campaign is key to understanding what needs improvement. Tracking your conversions is essential for knowing how your PPC campaign is performing and if you are hitting the goals you have in place. Once you have your tracking set up, you should look at a breakdown of the conversion type by campaign in order to see what types of conversions your campaign is bringing in. Driving optimization and conversions should be the backbone of your PPC campaign.

Privacy Regulations

With more and more privacy regulations, third party data is no longer as reliable as it used to be. Building customer lists and maintaining them to create first party data can help you edge out your competitors and tailor your PPC campaigns to your specific needs. This also can ensure you are following all privacy guidelines regarding these types of campaigns.

The Bottom Line

Optimizing your PPC campaign is an ongoing process that involves understanding your audience, refining your keywords, and closely tracking performance. By applying these strategies—such as analyzing device usage, targeting specific locations, and utilizing negative keywords—you can enhance your campaign’s effectiveness and reach your goals. Keep adjusting your approach as needed to maximize conversions and stay competitive in the evolving digital landscape. Contact BluShark Digital today to learn more about initiating or revamping a PPC campaign.