Pay-per-click (PPC) advertising is a core component of every good digital marketing campaign. It’s designed to increase a business’s visibility, as it drives traffic to a website based on the targeted keywords utilized by users. It allows small businesses to gain a competitive edge over competitors in crowded markets, especially since growing organic traffic can be challenging. Simply put, PPC serves as one of the best ways to cut above-market noise.

Given the current digital landscape, however, it’s important to remember that PPC strategies are subject to various changes, especially since practices always adhere to trends and consumer behaviors. 

If you wish to pursue a PPC campaign venture or wish to overhaul your existing efforts, we’ve gathered three compelling tips you need to take into consideration:

Tip #1: Embrace automation 

Advertising is no stranger to artificial intelligence (AI), especially since Google has long been incorporating AI into its operations since it was first introduced into the market. Any chance to run smart campaigns is supported heavily by their ever-changing algorithms, ensuring that the latest trends are always accommodated. 

By embracing the same cutting-edge AI technologies, businesses now have the power to dig deeper into consumer data, reach new and wider prospects, and even anticipate changing needs. Armed with such knowledge, every stage of the customer journey can now be tailored accordingly. Simply put, by allowing technology to focus on data collection, you now have more time to focus on what matters most—strategy.

Tip #2: Keep your content fresh and creative 

PPC advertising is a never-ending process, compelling you to change and adapt your strategies accordingly. Daily tasks allow your campaigns to continue flourishing, which encompasses keyword optimization, data trends analysis, competition monitoring, and of course, performance reporting. All these can keep you away from an important part of the strategy—keeping your content fresh.

Thankfully, inspiration can be found everywhere—including your PPC competitors. Make sure to constantly watch your competitor’s moves, as they likely have new content that you can draw inspiration from, turning it into better ideas that can stand out. Of course, it’s also important to continuously develop ideas of your own—the key here is to study and analyze every data you come across.

Tip #3: Cut off all underperforming keywords 

When it comes to creating compelling PPC campaigns, you need to pay close attention to all keywords used. Any underperforming ones should be removed, as doing so can vastly improve your bottom line and save you money. More often than not, you’ll find yourself tempted to simply allocate budget to various keywords, all of which look promising. 

Unfortunately, segments with overstuffed keywords often perform poorly—a clutter that needs to be cut off.  You’re better off spending your money elsewhere, such as the incorporation of SEO and social media to support your existing PPC ads. 

Creating A Savvy PPC Campaign

PPC advertising can be a daunting digital marketing venture, but thankfully, there are ways to make it less intimidating. The tips listed above are just some of the many ways you can reach success, which could mean better budget allocations or higher conversion rates. Whatever success means for your business, make sure to keep these tips in mind!

If the idea of tackling PPC remains to be a terrifying notion, however, remember that help is always readily available. Allow Discover My Business to help—we are a PPC agency in New York specializing in all things digital. Success is always within reach with us—book a consultation today!