How to Create and Manage an Effective PPC Campaign

pay per click

PPC advertising is a marketing strategy used by the best digital marketing agencies in Sydney to generate clicks and hits on your website. It uses keywords to funnel traffic to your site and subsequently boost consumer awareness and hopefully sales. In this article we will outline a number of steps you can take to create and manage a PPC campaign of our own.


Goal setting

Understand the objectives and goals of your campaign, this will help to plan and execute the most effective and efficient strategy. Objectives can vary from increasing website traffic to generating brand awareness.


Platform choice

PPC ads can exist on a variety of digital platforms i.e. Google, Facebook, Twitter or Bing. It is important to identify which platform you wish to pursue your PPC campaign through and then adjust your campaign according to this.



Articulate which audience it is you wish to target with your ads. This can often be done geographically i.e. targeting a consumer based on where they are operating from; or it can be device orientated i.e. whether they are using a mobile.


Identify keywords

It is important to create a list of core keywords for your campaign, ones that best link the consumer to your product/service. It is also crucial that this list in constantly updated and, ensure you get rid of ineffective keywords and keep those that are highly relevant.


Ensure your ad copy is relevant and effective

The copy that exists in your ads is crucial to your marketing success as it is the prime way of communicating about your product or service. The ad text should include some of your keywords, highlights your value offering, and consist of a call to action. This is one of the most effective and immediate ways a campaign can entice clicks and engagement with customers.


Utilise ad extensions

Ad extensions include phone numbers, addresses, store ratings, or additional links. They can help to make your ad appear and feel more relevant to the consumer. Ad extensions can help to provide an extra layer of legitimacy, which is favoured highly by google, and will thus make them more likely to place it higher on their results pages.


Schedule ads strategically

There are many options when it comes to scheduling your ads i.e. on certain days, hours, whenever a customer searches online. Different times of the day and week will be more effective than others. Spend time understanding which times are optimal and adjust your ad scheduling accordingly.  This helps to make your PPC more effective and give you better value for money.


Create the most effective landing pages

The landing page is the page in which the user is directed when they click on your ad. The quality of a sites landing page is used by google and other search engines to determine ad quality scores, and is thus an important factor in creating an effective PPC campaign. The quality and usefulness of a websites landing page will directly affect customer experience, greatly determine their sites chance of sales. Effective landing pages should be informative and include calls to action to direct the user.


Track the competition

It is crucial to understand where your company and its digital marketing campaign are in relation to competitors in the industry who are going after the same customers. It is important to ensure your ads are constantly outdoing the competition through unique and effective copy/design.


Track progress

Once your PPC campaign is underway you should be constantly monitoring its results and effectiveness. Google analytics provides a useful means of quantitatively assessing user behaviour.  Google analytics will allow you to assess things such as ‘bounce rate’, that is the amount of searchers that visited your site but did not engage.

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