You have probably looked into pay-per-click (PPC) advertising or tried it yourself at one point if you’re interested in digital marketing. PPC ads are known for their effectiveness in promoting brand awareness and driving more qualified leads to your site. However, not all PPC campaigns are effective.

Since, unlike organic search, PPC costs your money, it’s important to get your strategy right. But, there is a lot to learn before starting your PPC campaign and a lot of research you’ll need to complete.

At Burg & Co. Marketing, we understand how valuable your time and money is to you, so we want to help you improve your PPC performance by sharing a few helpful tips.

Four tips for improving your PPC performance

Find the right keywords and avoid the wrong ones — The backbone of any successful PPC campaign is its keyword strategy. Consider your target audience, the product or service you’re trying to promote and the kinds of words your audience will use that your ad can connect with your ad. Likewise, you’ll want to research related keywords that may have a negative impact on your PPC performance (we LOVE the Moz keyword tool). You can set parameters for your PPC campaign to not display for any of these negative keywords.

One word: Geotargeting — PPC beginners stop strategizing after keyword research and jump into bidding, but there are more factors to consider. Geotargeting is one of the most important features of a PPC campaign. You can tell the search engine locations you would like your ad to display in and include other relevant demographics that can help narrow your campaign toward the audience you want to reach.

Don’t let competitors outbid you for your own brand — Did you know that you can bid on other brand names to display in ads when someone searches for that brand name? Well, other brands can do the same for your brand name. We’re not suggesting that you always need to bid on your brand name. After all, it may be the case that no one is bidding on your brand name and you have nothing to worry about. However, if competitors are bidding on your brand name to display ads when someone searches for your brand, you should consider the impact of this and think about bidding higher.

Monitor your budget — You may be able to stretch your budget for a PPC campaign much further than you realize. You can set the times and days that you would like to bid on ads, so you don’t run the risk of burning out your campaign budget in one day.  Research when your target audience is most active online and bid for these times.

Contact Burg & Co. for help maintaining an effective PPC campaign

Are you interested in growing your web traffic and increasing leads and conversion rates with PPC? It can be difficult to start a PPC campaign when you don’t know what you’re doing, but thankfully, the marketing experts at Burg & Co. can help. Contact us today to talk about including PPC in your digital marketing efforts.