You would have seen PPC or pay-per-click advertising each time you use a search engine or social network and may have even clicked on one without knowing it.

PPC advertising is an excellent inbound marketing strategy if you know what you’re doing. Unfortunately, not many people do.

The concept behind PPC advertising is simple: you pay a certain amount each time someone clicks your ad on Google, Facebook or other advertising platform based on a keyword you choose.

How much you pay depends on the competition for your chosen keyword, and you have to outbid every other advertiser bidding for it. It can get pricey, but if you plan your ad campaign carefully, each click should be worth the price.

The problem is many newbies to the business commit a lot of cash in PPC campaigns without getting the returns they expect because they don’t use it the right way.

Here are some tips for better use of PPC.

Choose Exact Match

Some marketers use the shotgun method in PPC campaigns in determining “broad match” in their keyword setting. This may give you more exposure because your ad will appear not only for search queries using the keyword you chose but for similar ones as well.

However, it may generate traffic that is not relevant to product or service. You may get the clicks, but not the sales, and each click is the sound of your money going down the drain.

Avoid these “dead” clicks by choosing exact match in your keyword settings.

Choose where your ad will NOT appear

Sometimes, you need to be negative to gain a positive. When it comes to PPC campaigns, choosing where you don’t want your ad to appear is just as important as where it should appear.

You can select related keywords to your chosen keywords for exclusion in ad placements if they are not likely to generate relevant traffic. This will also help you avoid “dead” clicks.

Choose one network placement for each ad campaign

PPC ads can appear on a search page (search network placement) or a content page (content network placement). When you set up your PPC ad campaign, you should choose to run your ad in just one, because of each network target users in vastly different scenarios.

When people use search engines, they are actively looking for something related to your keyword, so you are more likely to get some direct conversions by just placing your company name and contact information on the page.

When they are on a search engine’s partner sites, i.e., the Google Display Network or GDN, they are not necessarily searching for something.

They may only be watching some YouTube videos or catching up on the news, so your ad needs to be enticing and attractive.

As a rule of thumb, you should choose search network placement if you have a small budget and you offer a when-needed product or service, i.e., plumber, and content network placement when you want to promote your brand and keep it top-of-mind.

In most cases, choosing both networks for the same ad campaign will not work and may cost you some serious money.

Choose your campaign targets

When you develop your buyer persona to help with your content marketing, you expended a lot of research time and effort, maybe even got a professional essay service to create excellent content for you, so that you can narrow your target audience and get better conversions.

You should do the same thing for your PPC campaigns.

Make sure you choose who can see your ad, so you get only relevant traffic. For example, if you are a plumber, you want to narrow your ads to people within your serviceable areas, such as a city or state. If you see that your ads get most of your relevant clicks during a particular period in a day, you can specify your ad to appear just within that time limit.

Choose relevant landing pages

When designing your PPC campaign, make sure you send people to a relevant landing page on your site.

Sending them to a page that does not have anything to do with their search query will not only result in low conversion and high cost, but you will also waste your visitor’s time, which will give them a poor opinion of your brand.

To make your landing page relevant, choose just a few, closely related keywords to trigger an ad placement for each campaign.

Even if you get fewer clicks, you will get better quality ones that will most likely lead to conversions or good brand awareness.

Choose your copy

Anyone who has ever tried to write good copy knows that it is usually a matter of trial and error. You need to perform A/B testing before launching a full campaign to make sure you will get a good return on your investment.

You can usually set up your PPC campaign to display different ads for each of your target keywords at random for a limited time.

You can then see which copy attracts the most clicks, at which point you can go full blast with the ad.

Choose the best-performing ads

It may take some time, but you will eventually find the exact keywords and type of ad copy that give you the best return on your investment if you monitor the results.

Use a tool such as Google Analytics to track your clicks and if they resulted in a sale.

This is information you need to decide on how much you should be willing to bid for specific keywords, and which ads you should keep or replace.


It is true that you have to spend money to make money, but you should learn to discern where and how you spend your money. PPC ads can be very effective if you design and manage them properly.

Follow above tips and stop wasting your PPC money.