Alvin Toffler once said, “The illiterate of the 21st century will not be those who cannot read or write, but those who cannot learn, unlearn and relearn.”

For some of us, this might be the first time we hear about the PPC campaign. Not to worry, this article will give a comprehensive explanation of marketing PPC and ways to optimize your PPC campaign.

A pay-per-click campaign (PPC campaign) means buying visits to your site instead of earning those visits organically or automatically. Marketing PPC is digital marketing whereby advertisers pay a token each time their business ads are clicked. As a digital marketer ads that engages in a ppc campaigns, every time an internet user clicks on your ad and is redirected to your page or website, the search engine from which such a user is redirected gets paid by you, the digital marketer.

Marketing PPC entails a lot, but it is worth every penny spent. You have to select the right keywords, organize those keywords into the right campaign or ad groups, and then you have to set up your landing pages where the prospect would be redirected to when they click on your ads which are optimized for conversion. The more useful and satisfying your ads and landing page are to internet users, the less you get charged by the search engine.

Ways to Optimize your PPC Campaign:

In a tweet by Bestplans marketing, the three major digital marketing components are: Search engine optimization (SEO), pay-per-click advertising (PPC) and Web design.

To get the marketing PPC right and achieve the desired result, there is the need to optimize your PPC campaign. Campaign optimization can be done In the following ways:

1. Regular Update of Keywords

As a digital marketer, to get the desired result in optimizing campaign, you need to monitor and always update your keyword list. When you launch your PPC campaign, your ad copies are designed to cover several keywords; afterward, you need to monitor and review the performance of those keywords. It is normal for some keywords to perform and generate clicks better than others; all you have to do is remove those not performing up to expectations.

This way, you are better informed on the best keywords to maintain and use for the subsequent campaign optimization.

Also, in your marketing PPC, you can add negative keywords or local keywords. Negative keywords get your ads to those users who might not have the exact words for what they are looking for. For example, a user can search for “ RnB music.” while your ad is on “Pop music.” If you deliberately include the negative keyword of “RnB music,” your ad would be displayed for such a user, and they may have an interest in it.

For local keywords in ppc marketing, when you use local keywords, you are likely to get highly targeted traffic from the internet users in your geographical location. For example, your keyword could be “RnB music in America.”

2. Capitalize on FOMO- Fear of Missing Out

FOMO is a tactic in campaign optimization that a digital marketer can use to increase sales for their business. FOMO creates tactics that appeal to your psychological impulse and get you to react as fast as possible. Your ad needs to persuade potential customers to click on it and eventually patronize your product or service.

For example, your keyword for campaign optimization could be a phrase such as “ discount sale ends in 24 hours”, this keyword will make your potential customer click on the ad and check what is being sold, how much the discount is, and the time left for it to elapse.

There is a high probability that the discount would be a juicy offer, and the customer would take advantage of it. Sometimes, internet users do not necessarily need the product, but the fear of missing out on such a discount would make the purchase. Several FOMO tactics can be used to optimize your PPC campaign.

3. Website Performance Improvement

All internet users prefer websites that load quickly. No one wants to spend time waiting for a website that takes more than an average of two seconds to load. As a digital marketer, you need a website that loads quickly and supports good performance to place your ads and also, your landing website or page where a user will be directed to should be fast.

When an internet user sees your ads, and it interests them, they click on it to get more details about your product; once the page they click on, which is your page, takes a long time to load or display its content, such a prospect is likely to cancel and keep on scrolling.

There are several tools to check how fast your website loads for campaign optimization. They include; NinjaSEM, GTmetrix and Google pagespeed Insights, among others.

The NinjaSEM keyword planner tool allows you to set bids on specific keywords that customers frequently search.

4. Secure, Well-Designed and Accessible Website

Your website or redirected page should be secure and free of data theft or privacy breach. It would help if you opted for “ HTTPS” instead of “HTTP” ( the one with S) because search engines such as Google sanction unsecured websites, and customers that are internet savvy, try to avoid websites with HTTP because they are not secured. This could be a hindrance to achieve optimum performance in your marketing PPC.

Also, your website should be easily accessible, and users should browse through it with ease. The design, the arrangement of texts and graphics, font size and style, interfaces and template should be well-designed and organized to captivate the attention of internet users. No one wants to navigate through a complex or boring website. Ensure your text is bold and legible.

To optimize your PPC campaign, ensure that your website is secured, has good and well-arranged designs and can be accessible by all.

5. The Use of Ad Extensions

In marketing PPC, the use of ad extensions is essential. The ad extension could be manual, which you set up yourself or automatic, automatically applied by meeting the required conditions.

There are several ad extensions; the best among them are Sitelinks, review extension and call-out. Sitelink can be used for all forms of ad campaigns, and it allows you to specify the link text displayed in your ads and the URL that directs the users to your page.

The Ad extensions are free ad-on used for PPC campaigns or campaign optimization. They give a glimpse to your website or page is about, what people think about your product and what is available on your page. Other ad extensions show your business contact and enable patrons to call or reach you directly. Ad extension helps you gain a competitive edge over your competitors and increase traffic for your website.

6. Several Localized Landing Pages

For a business owner or digital marketer with several branches scattered across different geographical locations, you should make the best use of localized landing pages in your campaign optimization to reach the right people at the right time in their respective locations.

landing pages

If your operation is spread across multiple locations, differentiate each location with their landing pages, expressly stated. This would give a more personal experience to your customer and enable them to access the relevant information about your goods and services.

For example, McDonald ads for California residents should have a different landing page to that of Texas residence so that when an internet user clicks on the ads and wants to make an order, they are redirected to the page that is closer to their location and can pick from the menu available for their location.

7. The Remarketing or Retargeting Strategy

This strategy could be called the remarketing or retargeting strategy; there is an individual preference. It involves the monitoring and tracking of internet users that visit a website and, afterwards, sending them ads that are relevant to the web pages they visited or similar to their search terms. The ads can also be sent via their social media pages.

In PPC campaigns, this strategy helps you get your product and service advertised to your potential customers in the form of a suggestion. Most times, these customers are not out to buy the product, or they do not have a specific product in mind, but when they see your ad advertising the product they are looking for, they are most likely to go for it.

Retargeting strategy in campaign optimization is effective when a user has previously visited the website. JavaScript is the most common type of retargeting whereby a piece of a cookie is placed on an internet user's browser. The cookie will serve the relevant ads generated based on past searches done by the user.

8. Copywriting Skills

“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.” – Howard Luck

In marketing PPC, ad copiess very important. Whenever your ad pops up, and an internet user clicks on it, they will be required to go through the landing page's content to know more about the product and service rendered. It is the originality and uniqueness of the content that will determine whether they will make the purchase or not.

One of the ways to get a good return on investment for your PPC campaign is to hire a good and experienced copywriter who will draft persuasive and unique content for your website. The copywriter to be hired should have experience working on a similar campaign in the past to provide other helpful tips to improve adcopies conversion rates.

For example, a restaurant wants to increase conversions through campaign optimization, their landing page when the ad is clicked contain the menu list, the general ones and the special menu list such as gluten-free menus, dairy-free menus, vegetarian menu and a host of others. This will enable people with nutritional allergies to order what doesn't trigger their allergies.

This content can be well written by a nutritionist who has the experience and expertise on these menu combinations.

9. Focus on Important Channels

In marketing PPC, as you keep on sending out and monitoring your ads, you will see the ad channels that are important and generating the most conversions. This strategy might involve series of testing, but once you determine the important channels, you can focus your budget on them.

For a start in a PPC campaign, you can spread your budget among several channels, different search engines, and a mix of social networks. When you monitor their conversion rate, you can determine which channels bring in the most customers or generate more sales.

10. Sample Testing

Testing your ads campaign in marketing PPC should be a continuous process. You should test out different marketing strategies to see which has the highest conversion rate.

For example, you can create different versions and designs of your landing page and distribute them among various search engines.

Also, you can test your ads on the Goggle experiment tab. This would enable you to decide what ad campaign strategy to use in your marketing PPC.



As a digital marketer, Optimizing your PPC campaign should not be a difficult task. There are several sem strategies that you can adopt to optimize your ads, get them across to the right audience, generate leads and improve sales. When you doubt which of the strategies would fit into your marketing campaign, you can test them all to get the most suitable campaign optimization strategy for your brand.

Also, NinjaSEM is the best ppc management tool to speed up your campaign creation, ads optimization and get the optimum value for your spending on search engine ads.

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