Top 5 Best Practices for PPC


Having a website is one thing, but making sure the site is ringing results is another thing. When you wish more people to find your website on search engines, you need to add a little more effort. There are hundreds of websites fighting for the same position on search engines like Google. Therefore, you need to be strategic with your search engine optimization to ensure users can see your site. There are many ways of doing this. You can choose link building, using the right keywords, or even the pay-per-click option. The latter option is one of the most effective ways of increasing website visibility and generating leads. However, how do you know you are doing it the right way? The following are best practices for PPC if you want to make your website more visible.

Use the Right Keywords

This is probably the main thing you will always find when we talk of search engine optimization. Even when it comes to PPC, keywords play a very big role. You need to make sure your ad will show up every time a user searches for something related to you. If you choose the popular keywords, you might be paying more for less. However, using relevant and unique keywords helps you invest in something bigger that will bring better returns. You can always hire a paid search agency to help you at choosing the most relevant keywords.

Content is Everything

Your ad content should be everything. If you don’t provide clear and relevant content, then you might be in for a losing battle. Before posting, make sure you work on your ad content. Avoid cramming keywords and always check what your competitors are doing. It would be a good idea to use simple language in your ads. Remember, you have a very short time to pass across your message.

Develop a Buyer Persona

Another thing that will help you in your PPC is developing a buyer persona. This is basically understanding who your audience is and creating content that is relevant to them. You need to think about your target, what they like and what they expect to find from you. Then, choose the right keywords related to your target audience, and don’t forget to include CTA.

Remember the Negative Keywords

Just like it is important to use the relevant keywords, it is as well vital to exclude the negative ones. Make sure you identify these terms and add them to your list of negative keywords. This way, you cannot mislead the people looking for a specific product.

Include ‘Call to Action’ in the Ads

Creating a good ad is not enough. You need to make sure that the people who see it take action. So, if you want them to click on your link, you need to ask them to do so. Google PPC ads do not have a lot of space. However, with the little space you have, you can include CTAs like click here, get started, sign up here, and more.


PPC is a powerful tool for generating leads to a website. However, you need to take enough time to do it the right way. Start by learning the best practices, including those discussed above, to ensure your PPC ads bring you good ROI.