Pay-per-click, popularly known as PPC, is one of the oldest forms of digital advertising. Ever since Google Adwords and Facebook Ads came into the picture, brands found a new way to reach out to their target audience, drive website traffic and generate sales. These programs help marketers to utilize their marketing budget more effectively because they pay on the number of clicks received by their website.

PPC advertising may seem very simple, but actually it is not. There are a lot of factors to keep in mind while running such campaigns. One wrong move can ruin everything. But don't worry, you can follow the tips below that will help you create effective PPC ad campaigns:

Avoid broad keywords

Keywords form the foundation of PPC ad campaigns. The choice of keywords will greatly determine your success. Although there are different kinds of keyword matches, you should try avoiding the use of broad match keywords. These keywords show the ad for similar phrases along with the keyword phrase you choose. This may increase your website's exposure but brings irrelevant traffic to it, thus costing you money. Instead, you should focus on specific or exact match keywords to in order to attract relevant traffic to your website.

Create a relevant landing page

An ad that talks about something but takes users to something else will never work. Online users seek information that's relevant to what they are looking for. As such, your landing up needs to be relevant to your users' needs. Include specific but relevant keywords on your landing up content so that your users find your website valuable. You need to maintain consistency between your ad copy, keywords and landing page for increasing conversion rates and lowering cost.

Focus on your targeting strategy

One good part about digital is that it allows marketers to make their targeting as precise as possible. This has helped them in reaching out to a relevant market and generating brand awareness. In order to ensure that the right people see your ad, you need to make your targeting precise. You can target different countries, micro-geographic area, or a particular time of the day, thus making your ad campaign more effective in terms of reach.

Go mobile

Since so many users have gone mobile, there's no reason why you shouldn't. You should optimize your PPC ad campaign for mobile devices so as to reach a large pool of mobile internet users. Campaigns that are optimized for mobiles offers marketers the chance to engage with customers on their preferred device. This is why it's important for marketers to focus on mobile while trying to push up conversion rates.

Measure your performance

Last but certainly not the least, you need to measure your performance at the end of each PPC ad campaign. Google Analytics will help you measure your campaign's performance effectively and show which clicks are converting into sales. Measurement of performance is also important for eliminating keywords and ads that don't work or make adjustments in keyword bids.

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