best PPC practices

9 Best Practices for Running a Successful PPC Marketing Campaign

As we have just stepped into the New Year, it is the right time to think about what PPC marketing strategies you should implement in your campaign to boost the results. Here we have come up with the best practice successful PPC campaign example in 2023.

PPC or pay-per-click advertising is one of the most effective tools for online marketing. It gives immediate traffic and conversions when compared to content marketing, social media, SEO, or other digital marketing techniques. However, paid marketing gets complicated at times. Therefore, it is necessary to look for the best practices for running a successful PPC marketing campaign in 2022.

1. Review Your PPC Budget First

As a PPC advertiser, you have to deal with so many tasks that you get forget to re-evaluate or reviewing the PPC budget. Therefore, first and foremost, budget analysis is necessary. While reviewing your budget, you need to take into account many things.

Find out the poor-performing campaigns you should eliminate to save your budget. Look at the competitive metrics to know how to get additional traffic to boost your campaign.

2. Write High-Quality Content

You might have heard that content is king, and it’s true for PPC campaigns, too. Thus, it is necessary that your Ad copy, keywords, and landing pages tell an engaging story. Try to show credibility and professionalism in your content.

content writing

Craft a compelling piece of content that offers a value proposition and convey a clear message. It is recommended to create content that develops trust in the audience. When you create unique, engaging, and high-quality content that speaks to your credibility, the PPC campaign will drive more results.

3. Choose Right Keywords

PPC Ads work when you bid on the right keywords that match your Ads. But, the effectiveness of your bids depends on many factors, including the money you spend. For this, you need to make sure that you bid on the right keywords. Still I am working with smartwatch brand and I am running ads on like: Best smartwatch calls and texts

For example, if you are using Google Ads, Google Keyword Planner is a great tool. It provides you with suggestions on keyword usage, and lets you research, chooses the right keywords amongst the most effective ones.

B2B SEO Marketing Keywords
B2B SEO Marketing Keywords

4. Use Value-Based Approach

Just like the other marketing tactics, leading with value works for PPC too. Your keywords should focus on the details, descriptions of the products and services you offer. Also, make sure to create an Ad copy with a value-based approach.

For example, when you are writing an Ad copy that describes your products and services, make sure to describe the value your offerings will provide. Describe the benefits, like ‘grow your conversion,’ or ‘improve your impression,’ etc.

In other words, the key is to focus on the value your products and services will offer. Explain how you will solve their problem and how your products will benefit them.

5. Understand Your Buyers’ Journey

The next important PPC practice is to know the audience you are aiming for in 2022. When you align your PPC marketing efforts with the buyers’ journey, you can take your campaign to another level. So, be in your customers’ shoes and think about what they might be thinking. You can consider the following things-

  • What they are searching for.
  • What features they want in your products and services.
  • What their pain points are.
  • How they interact with your Ads.
  • How long their buying journey takes.

As a PPC marketer, you need to think of an approach to engaging the right audience.

6. Target Both The New Audience And The Existing Ones

If you have some knowledge about the marketing funnel, you might also be aware that you can convert people at different phases. Building brand awareness or interest is the first stage, and this is the phase where most PPC campaigns aim. At this phase, use keywords to target the potential customers who may not know what your business is all about.

why digital marketing is important for businesses

In the latter phases of the marketing funnel, use keywords for people who are in the commitment phase. Use high-intent keywords here. The closer your Ad to the purchasing intent, the more likely the customers are to convert.

7. Prefer Quality Over Quantity

Running a successful PPC isn’t just about how much you want to spend. It’s more about the quality of your Ads. For Google Ads, this quality is measured by Quality Score. Google Ad’s quality score takes into account the CTR, relevance of your Ads to the keywords, and the relevance of your site to the Ads.

So, look for ways to improve your Quality Score. Make sure that the keywords you have chosen are relevant to your Ads. Eliminate the keywords that are irrelevant to your Ad groups.

8. Try To Improve Mobile Experience

If you want to boost your PPC campaign, make sure that you have an easily navigable website. However, if you don’t have a website or your website doesn’t offer a great mobile experience, it may impact your PPC campaign.

So, it is necessary to test and review your site for the mobile experience. Furthermore, most people nowadays use mobile devices as compared to other devices, improving the customers’ mobile experience is important.

best PPC practices

9. Re-evaluate Your Reports

If you are using the same performance report you were using a year before, it’s time to re-evaluate it. Re-consider the PPC metrics you are using and add this data to your reports. For example, Google has removed the average position metric and suggests using the search top impression rate.

Also, check if you are still using the data or what metrics you could add to the report. However, add new data only if it is actionable and beneficial for your PPC campaign.


PPC is such a marketing technique that gets rewarding as you put more effort into it. If you don’t consistently look for ways to improve your campaign, it may lead to a missed opportunity to ace your marketing efforts. Therefore, it is necessary to adopt the best PPC marketing practices to boost your campaign’s performance.

Hopefully, the tips mentioned above will help improve your PPC campaign in the new year. Once you get insights into the best PPC practices to look for and implement them into your strategy, your campaign will eventually improve.

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