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Top Pay-Per-Click Strategies

First of all, what is pay-per-click marketing?  It is a way of using search engine advertising to generate visits to your website, rather than just having customers visiting your website through any other method of getting there. When you use pay-per-click, and the reason it is called that, is that every time your advertisement gets clicked and a visitor is sent to your website, you pay the search engine a small fee. This may or may not be a good strategy for your business, but there are definitely ways to make your pay-per-click campaign be the most effective that it can be.

Is Pay-Per-Click-Marketing Right for You?

Pay-per-click advertising provides an exceptional opportunity for your business to grow its customer base.  It allows people actively looking for products or services like yours to be provided with an offer relevant to their search inquiry.  Because pay-per-click is allowed to reach such a targeted audience, your advertising money spent on the per-click strategy isn’t wasted on someone who accidentally clicks on your advertisement; your ad won’t even show up on their search.

In order to get the most out of your campaign using pay-per-click, you need to make sure when it is initially set up that you choose the most effective keywords (and use the most keywords possible), and also includes negative keywords- which prevent your advertisements from showing up for searches that are not relevant to your business and could lead to unwanted clicks (hence, unwanted cost).

Do you have the time to manage a pay-per-click campaign? If you can devote just twenty minutes to reviewing your campaign and making minor adjustments each week, it will help optimize your campaign and make the most out of your advertising money.

Some adjustments that you may need to make are: adding new keywords that may be relevant to your business, split advertising groups (by making the groups smaller and more relevant to each other helps you create more targeted ad text and landing pages), either add more negative keywords or remove costly pay-per-click keywords (under-performing keywords) and refine your landing pages to better align with specific search inquiries- rather than having the same page for every keyword search.

Involving the Advertisement

If every car advertisement were the same- for every model and every brand, how would you know which one to choose?  What would sway your decision one way or another?  The same theory goes for pay-per-click advertisements.  Since they will always show at the top of the search results, you don’t want to have a generic “carpet cleaning” or “shoe sale” advertisement because the likelihood that a different advertiser is going to use the same title in their ad is highly likely.

Instead choose something unique and if possible try to appeal to people on an emotional level.  These kinds of ads are proven to receive exponentially greater clicks because the customer’s heartstrings have been tugged and they’re drawn in. For carpet cleaning it may be as easy as “Did you know your houses’ dirty carpet could be harming your baby’s health?”  Something like that is going to make your audience want to answer the question versus just clicking on the first “carpet cleaning” advertisement that they see.

Viewing the internet through a mobile device is becoming increasingly popular and one of the easiest things you can add to your advertisement is a “click to call” button.  This allows consumers to skip the step of having to view your webpage and find a contact number and instead allows them to see the advertisement, call your business and voila, lead captured.

What Platforms Allow PPC Advertising

Gmail has just updated their pay-per-click strategy and not only do they offer the option of having your advertisement in the sidebar (which hardly ever gets clicked), but now you have the option to have your advertisement show up in an account’s inbox!  With a catchy subject line you can easily funnel Gmail customers into your website.

YouTube is another platform, one that is highly underrated and underused. YouTube has something called TrueView ads, which are ads that play before other videos and users have the option to skip the advertisement after 5 seconds if they’re uninterested.  Ultimately you only pay for those people who click on the ad or watch it entirely; if your ad is skipped you don’t have to pay!  YouTube also offers in-video advertisements, video search ads and more.

Almost every search engine allows pay-per-click advertising campaigns (it would be silly for them not to, it’s a win-win for everyone involved!)  When you pay a search engine to have your advertisement on their site, your ad will show up at the top of the search engine results for whatever the consumer was searching for, as long as it is relevant to your advertisement.

Maximizing Your Revenue and Conversions

When choosing the keywords to use for your pay-per-click campaign, first come up with a list of basic terms that apply to your product or service.  Then come up with several adjectives that could describe these terms.  Once you have a chart showing all the combinations of terms and modifiers let the advertisement run for a little bit in order to see which of the keywords were most successful and which ones you should get rid of.

Do your research! Hop on a search engine and search for your own product/service.  What advertisements show up? Research their ads, their websites and use that information to make your advertisement, keywords and website that much better.  Google also has a feature called “Keyword Planner” that shows typical monthly volume for any keyword that you may want to bid on and it also has the ability to recommend a bid if you don’t know where to start.


As mentioned before, toying with consumer’s heartstrings is a beneficial way of drawing in business.  Another strategic tool is to use plenty of numbers.  Advertise savings, discounts, variety of options, statistics about your company, etc.  Customers will likely be drawn to your ad if you’re able to offer them a higher discount or more options than another similar website.

So, once you have decided that pay-per-click advertising is beneficial for your company, make sure that you make the most out of your money by utilizing these effective pay-per-click strategies.

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About Sean Donahoe

Sean is one of the most recognized industry leaders in business and marketing. As a popular speaker, author, consultant he has helped over 50,000 students world wide find success in their businesses and has consulted with Fortune 500 companies and businesses of every size grow and thrive...

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