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PPC, much like SEO and SMM (Social Media Marketing), is a word that is heard a lot today. While most businesses are trying to establish their presence online with the two aforementioned tools, PPC is one great tool that any good PPC marketing agency would recommend for almost instant results.

Yes, Pay-per-click or PPC is one great way to be instantly visible online; not just visible, but to be visible on the top of Search Engine Result Page 1 of search engines and on other websites and platforms like Facebook.

For a beginner, however, PPC, in the first glance, can be pretty much overwhelming. It may actually sound easier said than done.

When you start off a PPC campaign, it is obvious to make mistakes if it’s your first rodeo. The case is so that PPC in itself is not a tedious process. It is certainly easier than SEO when it comes to setup and fetching results. Nevertheless, if you tend to be hasty in setting it up and eschew or goof up in certain initial steps, it can spell a disaster for you.

So, here are a 7 Best PPC practices for beginners.

Set Goals

Well, it may sound too obvious to begin with, but believe us if you will, it also the most overlooked tenet of beginning any PPC marketing campaign. Whether you are planning to start Google AdWords, Bing Ads, or Facebook Ads, it is imperative that you know what you need to achieve.

You need to have a plan of action with regard to what audience you need to capture, what action you are aiming at (sales, subscription, signup, etc.), what amount of money you wish to invest, the time frame you are looking at, and the returns on investment that you are expecting.

Every such aspect defines your goal. So, if you’re moving on without one, there is not much scope for success since you may not be able to measure the progress at all.

So, set your goals in terms of “I need these many clicks by the end of the month”, “I am making a weekly investment of this much amount on PPC which should fetch me this much ROI”, “I need to increase the sales by 10% by the end of one month of starting my PPC campaign.” Then, you have the yardstick to measure your performance against. Else, going haywire is very much a possibility.

Set a Simple and Relevant Campaign Structure

A rather efficacious way of structuring your PPC ad campaign is by sticking around the keyword themes. All ad campaigns revolve around keywords that we focus to get the ads clicked. Structuring it around themes gets you better chances for clicks. This allows you both, simplicity as well as relevance.

For example, “rat killer” and “rodent killer” might sound like they belong to the same set of keywords, but they belong to two different themes. This decreases the chances of getting clicks because a user looking for rat killer is unlikely to click on the ad for a rodent killer.

So, in this case you are compromising on relevance. If your ad copy lacks in relevance to the needs of the audience you are targeting, you will end up losing. Your ad’s CTR, i.e., the Click-through Rate is the factor that decides how relevant your ads are. (CTR = Click/Impressions). The smaller it is, the better for you.

Also, you will be able to manage it effectively on a daily basis. This will enable you to track the progress each day comprehensively.

Align the Structure with Your Website

This one is a very handy tip. When you structure your ad campaign with the same structure and navigation as your website, it is an absolute advantage for you.

It is a terrific idea especially if yours is an e-commerce website since it lets you sift and navigate easily when you need to track and analyze the progress of the pages and products.

It’s All about 1 and 2, Especially if It’s Mobile Devices

We already know that when it comes to SERP (Search Engine Result Page) the entire game revolves around the 10 organic results on page 1, whether it is Google or Bing or Yahoo. Now, since it is a very tedious process to get there organically, there is PPC marketing to let you bid and get there up top.

However, when it comes to the present-day scenario, mobile devices rule the game. More than PCs and laptops, people use mobile devices like smart phones, iPads, tables, iPhones, etc,. for all kinds of searches. Also, Facebook is an integral part of people’s lives today, thus also a vital part of paid marketing.

Mobile devices take the game of top ranks to an altogether new level. You are likely to get more call actions from mobile devices than you ever will from computers. So, try making better bids for becoming the top 2. The top 2 results are always the winners in the mobile tussle.

Don’t Forget to Put a Call to Action

Well, not putting a call-to-action or CTA, and expecting clicks, is like expecting your partner to get you the Valentine’s gift that you wish for without telling them that you want it. That is totally unrealistic. A CTA is the final push that your ad gives the reader to take the action – call, subscribe, sign up, shop – which you want them to take. And, it happens.

Pro tip: Make sure your call-to-action button leads you to the right landing page where the user can effect the action, whatsoever it is. Linking it to the Home Page is not only a faux pas but also suicidal.

The Thing about One Keyword and Long Tail Keywords

Okay, so, we’ve heard that a lot of amateurs believe in the pro tip that you can have only one ad group for one keyword. You may be able to practice it if you are a pro since it tends to work only for those who are adept at it.

It is very much possible and ALLOWED to have more than one ad group for a keyword. Also, here are a few more tips on keywords:

Don’t use broad match keywords.

  • Look for long tail keywords by combining broad match modifiers and phrase match keywords.
  • One-word keywords hardly work in initial phases of any PPC campaign.
  • Adding negative keywords is not a choice that you need to make. They are as vital as the regular ones.

You will Need Shopping Campaigns for Ecommerce

This is one important thing to do if you are running a PPC marketing campaign for an e-commerce website. Shopping campaigns directly promote your products with price and a short description.

It differs in essence from AdWords and Bing Ads in the sense that it is not based on keywords. Whether it’s Google, Yahoo, Bing, or Facebook, in order to run a shopping campaign you need to upload your product catalogues with the merchant centers and your product(s) will be advertised.


PPC marketing can be a handy tool in the hands of businesses and digital marketers if used the right way. Remember, it is a time-saving medium that can get you a quick ROI provided you set up your ad campaigns meticulously.


Dennis Pestro is working full time on Scrapebrokers.com - Main provider of SEO Resources and Traning for SEO Companies and Individuals looking to win the SEO game.

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