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4 Essential Tips to Improve Your Pay-Per-Click Ad Campaign

Pay-per-click (PPC) advertisements can be highly effective for businesses wanting to bring in more customers, launch a new product or build a recognizable brand. PPC advertising can be extremely cost effective, particularly when campaigns are targeted and designed for a specific audience. The effectiveness of any PPC ad campaign will depend on a number of factors, but there are a few tried and tested ways to maximize your chances of success. Here are four essential tips to boost your pay-per-click ad campaign.

1- Create Targeted Ads

One of the biggest mistakes businesses make when using PPC advertising is to create just one advertisement for their campaign. The most successful PPC campaigns use different ads for each specific keyword. By tailoring separate ads for each of your chosen keywords, you can target your intended audience more effectively. Treat each keyword as a separate advertising campaign and spend some time researching your target audience, as this will enable you to create more effective advertisements.

2- Experiment with Ad Formats

Advertisements come in a range of different formats, including text, image, video and other digital formats. The most appropriate format for your adverts may depend on the type of products and services your business sells. For example, if you are selling pieces of artwork, potential customers will be more inclined to click image-based ads, rather than text-based alternatives. The best format can also depend on your customer base and their specific needs. Experimenting with different formats enables you to analyze how effective each type of advertisement is for your business.

3- Test a Variety of Ads

Creating at least two or three different advertisements for each keyword enables you to test a variety of approaches to see which perform best. Try changing the headline and wording of text-based ads to see which words your target audience respond to. For image-based advertisements, experiment with different photographs or graphics to gain a better understanding of how to appeal to your potential customers. Video advertisements can benefit greatly from this type of testing, as it’s important to find a balance between eye-catching and annoying when creating video content.

4- Try Different Ad Platforms

Google AdWords is one of the most widely used pay-per-click advertising platforms, but it is not always the most effective. Depending on the type of business you run and the needs of your target audience, other ad platforms, such as Bing, Facebook or Twitter, may produce better results. Experiment with different advertising platforms to see which ones are the most effective. Many businesses can increase their PPC advertising results simply by splitting their campaign across two or three separate platforms.

In Summary

Pay-per-click advertisements can be a cost-effective way to market your business, products and services. To maximize your chances of success and boost your results, you can create targeted advertisements, experiment with different formats, test a variety of ads and try different platforms. The key to long-term success for any pay-per-click advertising campaign is to experiment and analyze the results.

Tewfic Kattan
About Tewfic Kattan
Tewfic is managing partner and head of Paid Channels at Sandstorm. His 15+ years experience spans both traditional and digital marketing with specialism in PPC, Analytics and E-commerce Conversion Rate Optimization (CRO) working with some of the region's largest brands including Aramex and DAMAC.
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