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There are many ways you can market your products or services in the digital market, and one most preferred method is through a pay-per-click (PPC) campaign. This marketing strategy helps ensure brand awareness for your business. Advertisers pay a fee for each click their ads receive. Typically, these PPC campaigns are hosted by top search engine platforms.

The primary goal of a campaign is to lead visitors to your website or landing page. This strategy can provide fast and measurable results, target the right audience, and build brand awareness, to name a few.

If you are planning to run a PPC campaign, here are four essential tips that can help you achieve success:

Tip #1: Identify your audience

Do not run an ad campaign without first identifying and finalising the profile of your target audience. No matter how great your ads are, if it doesn’t reach the right audience, it will not be effective, and you will only waste time and resources.

One step that you can take is to learn who is searching for the type of product or service you offer. You can do this by conducting a deep search on Google or other search engines. If you have an existing website or social media pages, you can review the profile of your current audience and design your campaign to their profile.

Tip #2: Create striking visual ads

In recent times, people online engage more on visual content than text. With that said, make sure that you design your ad appealing enough to encourage people to click it and purchase a product or service. At the same time, make sure to be consistent with your branding because this builds your reputation and your audience’s trust in your business.

You can be creative as you want, but make sure to add only the necessary texts and visuals. The last thing you will want is to confuse your audience and ignore your ad. Put minimal text and focus on visuals as much as possible.

Tip #3: Build an appealing landing page

Once someone has clicked your paid ad, your next goal is to convince them to purchase your product or service. Of course, it is not considered a success if people merely keep on clicking your ads without buying – which is the primary goal of your PPC campaign.

To achieve that, you must build a solid landing page that stands out. This page can help you gain leads and contacts that you can use as a reference for other future campaigns. More than that, this page will help convert random visitors into real customers when used and designed effectively.

A compelling landing page must also contain detailed information about the product or service that you offer. Make sure that you present it engagingly to convince your visitors to buy. By using visual content, such as video materials, it also promotes your offer in a quick yet informative and convincing manner.

Tip #4: Retarget past and current audience

When building an ad campaign, remember to not restrict yourself from targeting new customers but consider retargeting past audiences as well. These previous audiences refer to users who had previously engaged with your site or have abandoned your product or service in their cart. One advantage of retargeting is that you can ensure that these individuals are interested in what you offer or at least familiar with your products or services.

To maximise your PPC campaign retargeting, publish an ad for the Google Display Network (GDN). It helps reach a specific audience at the right time, and target the right websites that can show your ads.


Pay-per-click campaigns are one of the most effective online marketing strategies; it is much easier and convenient to do. Other than that, it can provide measurable results that you can use to create a more effective strategy and marketing approach. When running an ad, always make sure to identify your target audience, create sticking visual ads, build an appealing landing page, and retarget past and current audience.

If you are looking for a PPC marketing company in the UK to assist you in your campaign, you have come to the right place. Our experts can even help you with your remarketing efforts to ensure a successful campaign. Get in touch with us today for a free audit!



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