12 PPC Tips to Ensure a Successful Campaign 12 PPC Tips to Ensure a Successful CampaignAfter working for several years in PPC, you come to figure out which techniques work and which don�t. Although each campaign has unique needs, there are some strategies that should be employed in just about every PPC campaign. The following are 12 PPC tips you ought to follow to ensure that your PPC campaign has successful results. 1. Bid for broad, phrase, and exact match keywords when possible. It�s good to bid for all of these keyword types because you can increase the number of impressions that your ad gets since your ad will show up for hundreds of variations of your target keywords. Simply funnel the traffic you receive by directing it to the right ad or landing page. 2. Include singular, plural, abbreviated, and hyphenated versions of your keywords on your keyword list. You should also include local keywords such as the name of your city and state. For example, if you offer property maintenance services in Cambridge, MA, you should use keywords such as, �Cambridge, MA property maintenance.� 3. Use an analytics program to comb visitor data and get a better idea of what people are searching for. Since the majority of traffic will come to your site via broad match and phrase match terms, your goal should be to modify your campaigns so that most of these searches trigger exact matches. 4. Make sure that the most important keywords have their own ad groups. Ideally, every single keyword you bid for would have its own ad group but in a large PPC campaign that consists of thousands of keywords, this is impossible. The next best thing you could do is make sure that the 5 to 10 most important keywords that drive the most traffic in your PPC campaign have their own ad groups. By doing so, it�ll be possible for you to make changes to bids, ad copy, and landing pages for specific search terms, enabling you to create the ultimate landing page for every query. 5. Separate content and search campaigns. The CTR of content campaigns is much lower than it is with search campaigns. These campaigns are both effective but they need to be managed separately because they are very different. The keywords that work for content campaigns often do not work in search campaigns. 6. Write ad copy with your target audience in mind. Make sure to do extensive research in order to understand how your target audience uses search. For example, if you are targeting industry professionals, the terms you use will be very different from what laymen would use. | 
