Inbound Marketing Blog

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Pay-Per-Click (PPC) Advertising: How to Improve Your Ad Campaigns

By Nick Raineri


Pay-per-click (PPC) advertising is a great method for getting quick wins and short-term results. You can either manage your ppc ad campaigns internally or gain assistance from a PPC consultant. Using PPC is essentially paying for leads from search engines.

People will see your ad come up when they're searching for the keywords you have chosen to target. The beauty is that you are paying for results. If they don't click, you don't pay.

However, higher volume keyword searches are more valuable and in turn typically cost more per click. This is why it's important to be focused in your efforts and when choosing from the different options you have when budgeting for your pay-per-click campaigns.

Here's How to Improve Your PPC Ad Campaigns:

Setup Google AdWords

Google AdWords isn't the only form of PPC but is by far the most popular and arguably the most effective.

By setting up your Google AdWords you will be able to run pay-per-click campaigns that appear when people search for your selected keywords in Google. This is a great option for anyone looking to see quick results.

Define Your Goals/Purpose

Dart Hitting Target On PPC

Just like any other campaign you run, whether it be marketing or advertising, you should start by defining what purpose your PPC campaign will have and what your goals are.

What results are you looking to see? Are you simply looking to get traffic to a recent post/page? Or are you looking for people to buy a hot new product/service, schedule a consultation, or signup for an upcoming webinar?

Whatever the case may be, this is better to figure out ahead of time. This will help you decide which keyword searches will be better to target and how much you're willing to spend on the campaign depending on how much of a return-on-investment (ROI) you are expecting to see.

Write Clear/Persuasive Ad Copy

One of the most important parts of your ad campaign is your ad copy. Make sure your writing is enticing and clear. People should be able to get a good idea of what they're going to be taken too or how they will benefit from clicking on your ad.

This will also help increase the quality of your clicks. Think about it this way. If people are clicking on your ad but aren't liking what they're being taken to they're going to bounce from your page.

At the end of they day this means you're paying for clicks that aren't converting and nobody wants that. That's why you need to be just as clear as you are persuasive.

Setup Quality Landing Pages

Along with having high quality ad copy you should have high performing landing pages. These are the pages that your ads will generally be sending the people that click to.

If you are getting a lot of clicks but aren't seeing conversions then your landing pages could be to blame. Make sure these pages are relevant to what your ad was for.

Focus on the content of the page, everything from the text and images to your calls-to-action and layout of the page as a whole. Everything on these pages should be optimized in order to see the best results.

Track/Analyze Your Results

Man Tracking and Analyzing Results

In order to be constantly and consistently improving you should track and analyze your results as you go. Keep track of what's working and what isn't performing as intended.

This will help you see if and what changes need to be made moving forward and what to keep in mind for your future pay-per-click campaigns.


These are just some of the many ways you can start improving your pay-per-click advertising campaigns today. If you're looking for more information about PPC be sure to check out our St. Louis PPC page.

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I hope you found this information beneficial and feel free to comment down below any thoughts or questions you may have.

Topics: Pay-Per-Click Advertising, Inbound Marketing, Generate Leads