PPC Marketing Best Practices to Maximize Your Campaign Performance

What is PPC Marketing?

Pay-Per-Click (PPC) marketing, is an online advertising model used by marketers to buy traffic to websites rather than working towards getting traffic organically. These marketers are charged by the publishers for every click on their ad. Essentially, it can also be called Cost-Per-Click (CPC) marketing. 

The publishers who are search engines (such as Google, Bing and Yahoo search) have a Real-Time Bidding (RTB) system that allows advertisers to make a real-time private automated bid of keywords that are relevant to their target audience. In contrast, PPC on content websites comes with a fixed price. Social channels like Facebook, Instagram, LinkedIn, and Twitter, have also adopted the PPC marketing model purely known as CPC on these channels. 

PPC Best Practices to Maximize Your Campaign Performance

Every performance marketer looks for ways to achieve their KPIs, smash them, and keep smashing them in every PPC campaign. But it becomes a daydream as some are finding it difficult to keep up with PPC best practices. 

1. Review and Test New Features

Do not overlook features in every channel you use for PPC marketing. This is one mistake some performance marketers make, not checking out for new features added, while some are scared of trying the new features out. 

Testing new features in channels is an important best practice every performance marketer needs to know. 


For instance, the image below shows the Instagram shopping functionality that lets users shop directly inside the app. Many e-commerce businesses are still yet to leverage the new features.

Courtesy Instagram.

2. Take Lookalike Audience seriously

“Lookalike” is an online marketing feature that lets you reach new people who have similar characteristics to your existing customers. This feature is available on many channels like Facebook, LinkedIn, Snapchat, and Google marketing platform.

How to do it?

    • Uploading your existing customer data (Name, Email, Phone numbers, etc) or by creating a Custom Audience of people who visited your website or engaged with your ads.
    • Create a Lookalike audience with the list uploaded or custom audience created.
  • Target this lookalike audience created in your ads.

3. Create Quality Landing Pages.

 Getting your audience to click on your ad may not be much of a problem, the job lies at providing landing pages that are in line with the ads and are user-friendly. Every ad landing page should have its own goal.

 Whatever it is, make sure your campaign landing pages are designed to be in-line with your ads, limit distractions, let the contents focus on benefits of using the product, keep your CTA short, and don’t forget to include customer testimonials as people are easily convinced by other customers reviews.

4: Give Emojis A Try

Emojis are not just cutesy cartoons. Its use in online marketing as a way of communication is on the rise. According to a recent study, the use of emojis on a mobile campaign survey recorded a low drop-off rate and improved the user’s level of satisfaction. 

Don’t be afraid to use emojis. They can be used in ad description and on landing pages to get the attention of potential customers by communicating your message in a fun way. Be sure to choose appropriate emojis that are in-line with your message. 

5. Perform A/B Testing

This tip is very important when targeting a new target audience or trying a new type of ad as you may not know what type of ad your target audience will respond to on the first attempt. You need to know what works for you, and A/B ad testing is the best way to know this.

How to do it?

    • Use one campaign objective, same ad group or ad sets, and 2 ads (A/B Test ads).
    • Use slightly different ad headlines, or descriptions, or different CTA on the 2 ads.
  • After that, pay close attention to know which of the 2 ads achieve a better result based on campaign objectives. Then turn off the less performing ads and stick with the one that performs better.

Always consider trying out A/B testing to understand your target audience which will help you maximize your PPC campaign performance. 

Final Thoughts

The outcome of your PPC campaigns can be outstanding if you take your time to learn the best practices and put them into practice. Start by learning the tips outlined in this article, you can also research for more.
Nevertheless, stick to the data from your own campaign, learn from it, and your chances of maximizing campaign performance will be high.