PPC (Pay-Per-Click) marketing is essential for businesses to drive traffic and conversions to their website. However, with so many companies using PPC, it’s essential to stay ahead of the game to maximise your ROI. In this article, we’ll discuss actionable PPC tips to improve your performance.

Keyword Research

Keyword research is the foundation of any successful PPC campaign. It’s essential to research keywords related to your product or service and ensure they are relevant to your target audience. Use tools like Google’s Keyword Planner to identify high-volume, low-competition keywords. Ensure you also include long-tail keywords, which can be more specific and have a higher conversion rate.

Ad Copy

Your ad copy is the first thing potential customers see, so making it engaging and relevant is essential. Use keyword research to create ad copy that speaks directly to your target audience’s needs and desires. Highlight the benefits of your product or service and include a clear call to action.

Landing Pages

Your landing page is where potential customers will be directed after clicking on your ad. It’s essential to ensure this page is relevant to your ad copy and provides a clear path to conversion. Prioritise page load speed, mobile responsiveness, and a clear and compelling offer. Test different landing pages to identify which performs best.

Ad Extensions

Ad extensions provide additional information to potential customers and can improve your ad’s visibility. Use extensions such as sitelinks, callouts, and structured snippets to provide more information about your product or service. Ensure your extensions are relevant and add value to your ad.

Negative Keywords

Negative keywords are terms you don’t want your ad to appear for. Adding negative keywords can improve your campaign’s relevance and save you money on irrelevant clicks. Use tools such as Google’s Search Terms report to identify irrelevant keywords and add them as negatives.

Bid Adjustments

Bid adjustments allow you to increase or decrease your bid for specific targeting options. Use bid adjustments to increase your bid for high-converting keywords or decrease your bid for low-performing devices or locations. Monitor your bid adjustments regularly to ensure you’re getting the best ROI.


Remarketing allows you to target users who have previously interacted with your website or ads. Use remarketing to target users who have abandoned their cart or visited specific pages on your website. Remarketing can be a powerful tool to increase conversions and ROI.

A/B Testing

A/B testing allows you to test different campaign elements, such as ad copy, landing pages, and targeting options. Test one part at a time to identify which performs best. Use tools like Google Optimize or Optimizely to set up your tests and monitor your results.

Tracking and Analytics

Tracking and analytics are essential to monitor your campaign’s performance and identify areas for improvement. Use tools like Google Analytics or Ads conversion tracking to track your conversions and ROI. Monitor your metrics regularly and adjust your campaign as needed.


PPC marketing is a powerful tool to drive traffic and conversions to your website. However, with so many businesses using PPC marketing, it’s essential to stay ahead of the game to maximise your ROI. Use these actionable PPC tips to improve your performance, from keyword research to tracking and analytics. By implementing these tips, you’ll be on your way to a successful PPC campaign.

Turn to Thelos Marketing for all your PPC marketing needs. We offer expert PPC management services to help you optimise your campaigns and achieve your business goals. Contact us today to learn more.

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