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How do I Implement an Effective PPC Campaign?

Hey everyone, it’s Jason Hennessey from Everspark Interactive, and today we are going to give you some tips for implementing an effective PPC campaign. We talk a lot about SEO and Google around here, but we don’t want you to forget about other important ways to market your company on the internet.

PPC campaigns, or Pay-Per-Click campaigns, use targeted ads that show up in the search engine results pages to help you get traffic to your website. First, lets talk about some of the benefits of PPC campaigns. First, a PPC campaign allows you to monitor and control how much money you spend on paid search. Additionally, you are reaching a very narrow, targeted audience that is looking for whatever services you provide. It’s hard to put a price on that kind of direct marketing. Further, PPC campaigns are extremely transparent. You can monitor the direct results of your PPC budget on a daily basis, and can discern whether your campaigns are actually worth the money you are spending. You will also receive Return on Investment reports either weekly or monthly, which will indicate conversion rates for your ads. So, you will know at what rate people who click on your ads are actually purchasing your services.

Okay, now that we have established the most important benefits of implementing PPC campaigns, lets discuss some good tips for implementing them in an effective manner. Probably the most important thing to do is to use the keyword research from your SEO campaign for your PPC campaigns as well. This way, you can ensure that the ads you are paying for are reaching as targeted an audience as possible. You want your ad to show up in the top positions on the right side of the search results, so use your most effective keywords, and use them often, within the copy of your ad. If your AdCopy is not keyword rich, you may not achieve a high quality score from the search engine – and this could mean that your ad will not show up in the top positions among the paid advertisements unless you spend a lot more money.


Target geographical regions where your services are popular. For instance, if you are trying to reach potential clients in Atlanta and North Carolina, use your PPC budget for geo-targeting these areas. That way, you can be sure you are reaching only the audience that will bring you traffic and therefore business. Also, create an extensive negative list of keywords – meaning a list of words you absolutely do not want your ad to show up for – so that you are only paying to reach the people looking specifically for what you sell. Let me explain: say you sell cupcakes only. If you are implementing a PPC campaign, you don’t really want your ad to show up for “cookies,” “candy,” or “lollipops.” If your ad does show up for these other sweet queries, you are wasting money by advertising your product to those who aren’t looking for it. On the other hand, you may want your ad to show up for those searching “cake,” because they still might be open to having a cupcake instead. So, make sure that your negative list is not only comprehensive but also only covers keywords that you absolutely do not want to rank for. With a strong negative list, your conversion rates should increase, because you are really only reaching people who want cupcakes.

These are just a few of many great tips for creating using effective PPC advertising. If you are looking for more information, contact us and we will do our best to answer any and all questions you may have. For more general tips for implementing SEO or PPC campaigns, you should visit our blog on a regular basis. We update it daily with important news from search engines and prominent SEO experts. Thanks for watching and we’ll see you next time!