PPC Ad Campaign Tips

Helena Rothwell • May 22, 2025

Keyword & Targeting Strategies


๐Ÿ” Choose High-Intent Keywords for Better Conversions – Focus on terms users search when ready to buy.
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Use Negative Keywords to Reduce Wasted Spend – Filter out irrelevant searches for more targeted results.
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A/B Test Different Keyword Variations – Find the best-performing phrases for your campaigns.
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Leverage Broad Match & Exact Match Keywords Strategically – Adjust settings based on campaign goals.



Ad Copy & Creative Optimisation


๐Ÿ“ Write Engaging Ad Headlines That Drive Clicks – Keep them concise, action-driven, and benefit-focused.
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Use Emotional Triggers in PPC Ad Copy – Appeal to urgency, curiosity, or exclusivity for higher CTR.
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Include High-Quality Visuals in Display Ads – Eye-catching images boost engagement.
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Optimise Description Text for Conversions – Use persuasive language and strong CTAs.



Bidding & Budget Management


๐Ÿ’ฐ Set a Daily Budget That Maximises ROI – Balance spend and conversions effectively.
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Use Automated Bidding Strategies for Better Performance – Smart bidding helps improve cost efficiency.
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Adjust Bids Based on Time of Day & Device Usage – Optimise bids for peak performance.
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Monitor CPC Trends & Adjust Accordingly – Stay competitive while controlling costs.



Landing Page Optimisation for PPC Success


๐ŸŒ Ensure Landing Pages Match Ad Intent – Keep messaging consistent for higher conversion rates.
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Remove Distractions on Landing Pages – A clean layout helps visitors focus on taking action.
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Speed Up Landing Page Load Time – Slow pages lead to lower ad performance.
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Use Strong CTAs That Encourage Immediate Action – Drive conversions with persuasive calls-to-action.



Audience Targeting & Segmentation


๐Ÿ“Œ Leverage Retargeting for Higher Conversions – Reach visitors who didn’t convert the first time.
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Segment Audiences Based on Behaviour & Interests – Personalised ads perform better.
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Target Lookalike Audiences for Better Reach – Expand your customer base with relevant prospects.
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Use Demographic & Location Targeting – Adjust ad delivery based on customer insights.



Tracking & Analytics for PPC


๐Ÿ“ˆ Set Up Conversion Tracking in Google Ads – Measure results to refine strategy.
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Use UTM Parameters to Track Paid Ad Traffic – Helps analyse where leads are coming from.
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Monitor Click-Through Rates (CTR) Closely – High CTR signals effective ad copy.
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Review Quality Scores to Improve Ad Performance – Higher scores lead to lower costs.



Advanced PPC Strategies for Growth


๐Ÿ“… Use Seasonal Trends to Adjust Campaigns – Capitalise on peak buying times.
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Implement Dynamic Ads for Personalised Campaigns – Deliver relevant messages to each audience.
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Test Different Ad Formats for Engagement – Video, carousel, and search ads offer unique advantages.
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Expand PPC Beyond Google Ads – Consider Bing, LinkedIn, and Facebook Ads for a diversified approach.



PPC Mistakes to Avoid


๐Ÿšซ Avoid Overlapping Ad Targeting Across Campaigns – Reduces competition within your own ads.
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Don’t Ignore Mobile Optimisation in PPC Ads – Mobile-first strategies are essential.
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Skipping Negative Keywords Can Waste Budget – Always refine keyword exclusions.
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Failing to Test Ads Regularly Can Hurt Performance – Keep optimising for best results.

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