Top 6 Strategies to Run a Successful PPC Ad Campaign

Using PPC enables you to take your business where the customer is, and differentiates you from your competition.

In fact, PPC advertising extends powerful benefits and helps you grow your business substantially.

In order to initiate a successful campaign, you’ll need to build effective strategies. This blog post will help you understand how to do all this, and more. So, let’s begin!

Top 6 Strategies to Run a Successful PPC Ad Campaign

Top 6 Strategies to Make Your PPC Campaign Successful

1. Select the Right Platform for Your Campaign

First, you’ll need to choose a suitable platform for your PPC campaign. Let’s look at how different platforms enable you to manage ad campaigns:

  • Google Ads: Customize your campaign in the form of a search, display, video, or app ad. Set a budget, customize your audience, and commit to search terms for which you want ads to appear. 

  • Facebook Ads: Facebook places your ad on a user’s newsfeed once it is identified with the audience characteristics you’ve defined. You can also select objectives for running an ad.
  • Twitter Ads: Select from eight different advertising objectives such as app installs, tweet engagement, new followers, and website traffic. Promote your post on user news feeds based on your preferences. 

2. Choose the Type of Ad to Invest In

Ad platforms give you the option to choose the type of ad you want to run. For instance, Facebook enables you to select an image, video, or slideshow. 

Likewise, Google ads enable you to create:

Display Ads: These are banner ads that appear on Gmail, YouTube, and anywhere within Google’s ‘Display Network’.

Search Ads: In order to run a successful search ad, you’ll need to showcase landing pages to users based on keywords you’ll have selected when setting up your campaign.

App Ads: By displaying apps on Google Play, app content will automatically be combined with your ad artwork. The ads will run in selected languages and locations. App ads appear across the Google ecosystem. 

Video Ads: These ads appear across YouTube and Google partner platforms. You can run them before, during, and at the end of videos that have a target audience similar to yours. 

3. Build a Bidding Strategy Based on Your Ad Budget

Your campaign budget decides the investment you’ll make on ad placement. 

While Google Ads have a defined budget, Twitter and Facebook enable you to pay in increments.

Out of your total budget, you’ll need to determine the number of campaigns you’re running and the amount allocated to each.

Budget setting varies depending on interests, audience segment, and specific search terms that cost different per click. 

Leverage the ‘auction’ system to determine how much certain audience criteria will cost.

Then select from different bidding strategies and build a cost-effective campaign. 

4. Customize Ads Based on Audience Interests

PPC platforms enable you to select whom you want to reach with ads.

With Google Ads, you can customize ads based on audience, interests, location, apps, and user search.

You can also tailor your campaign by segmenting your audience into ‘custom affinity’ and ‘custom intent’.

Once you’ve determined your target audience, you’ll be able to bid on search terms. 

Keep in mind the number of keywords you select for ad placement. Start with one or two high-volume and user intent-matching keywords.

5. Create Ad Groups & Intent-Based Landing Pages

To create Google Search Ads, you’ll need to organize your keywords into ‘ad groups’.

You can customize these ad groups by associating search terms that are relevant to that ad, as well as your target audience. 

An effective ad group begins with your search term and can extend to other search terms. 

For instance, if you’re promoting the sale of ice skates, you could use ‘Modified Broad Match’ from Google Ads to choose search terms such as ‘skates for ice rinks’. 

Using ‘Phrase Match’ enables you to select search terms such as ‘ice skates for hockey’.

In addition to this, create landing pages that serve user-intent. The destination of your PPC ads ideally shouldn’t be your website homepage.

If someone is looking to purchase ice skates, they intend to go to the product page, and that’s where an effective PPC ad would lead them.

6. Analyze Campaign Results Keeping in View the Bigger Picture

Use the analytics dashboard of the ad platform to track campaign performance.

When your landing page is well-received, calculate the ad spend and the number of conversions that led to revenue generation.

Take a holistic look at ad performance by integrating campaigns from Google, Twitter, LinkedIn, and Facebook and associating them with marketing activities. 

This will help you learn which set of audiences your ads are performing well for and how successful your paid marketing efforts are. 

Top 6 Strategies to Run a Successful PPC Ad Campaign

And, that’s a wrap!

These were a few classic tips to enable you to stay ahead of your competition and drive business growth with effective PPC ads.

Identify where in the sales funnel you want to target your audience and run a campaign according to your objectives.

Grazitti Interactive has a team of digital marketers who have extensive experience enabling businesses to drive growth working with successful PPC campaigns. To learn more, visit or write to us at, and we’ll take it from there!


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