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Best Practices For Paid Advertising (PPC)


Paid advertising is essential for the growth of any business. Utilizing the right paid marketing strategies on search engines and social platforms has many benefits that your business can reap the rewards of almost immediately. Overlooking the upside of PPC could mean you're missing out on customers and clients who are eager and willing to pay for your product/services, and you don't want that.


To target the exact demographic of your audience, check out some of the best practices you can implement for paid advertising.


PPC Best Practices

1. Evaluate performance of keywords

Be sure to analyze the keywords you're using in each ad group that's running. Keep using keywords that are performing well in future campaigns as those are targeting the right audience, and stop using keywords that are not performing well. Keywords are the backbone of SEO, so in order to rank higher on SERPs, you need high-performing, quality keywords.


2. Include negative and local keywords

Negative keywords are important to incorporate into the specs of paid advertising because they allow you to exclude phrases and words that are not relevant to your campaign. It further drives the focus to accurate keyword search and helps customers overall. Likewise, local keywords are useful, especially for small businesses, because they help nearby consumers hone in on your products/services. If your market is niche, you definitely want to be using local keywords.


3. Match PPC ads with landing page

To increase the likelihood of visitors staying on your landing page and following through with the call to action, you want to create congruency between the PPC ads and your landing page. If users click on the landing page and can't find what they expect to find, they will leave the page, and you'll have lost a potential customer.


4. Define the goal of your campaign

This might sound obvious, but make sure to have a specific goal you want to achieve before you begin any paid advertising campaigns. Continue to keep this goal in mind as you build out the ads, and be sure to revisit any specific targets you wanted to hit as you work through them. A focused campaign is proven to perform better, so the more specific your goal, the more effective your paid advertising campaign will be.


Paid advertising is a great way to rank higher on search engines like Google and social platforms such as Instagram and Facebook. It's also a strategy to drive traffic to your website, promote a specific feature or part of your business, and generate leads that convert.


If all of our tips and tricks sound enticing to you but you just don't know where to start, don't worry. We're paid advertising pros, and we can help you. We offer a wide range of digital marketing services to small and medium-sized businesses, so no need to look any further. For a free consultation, reach out to us today!