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7 Effective Strategies for Successful PPC Campaigns and Profits

It is important when launching PPC advertising campaigns that you have a distinct strategy in addition to the good and appropriate text of the advertisement, as this strategy can help you to double the effectiveness of your campaign and your sales.

In this article, I will present 7 successful and appropriate strategies with our Arab digital reality that you can apply when you launch your PPC advertising campaigns.

Although PPC ads are available in many advertising companies, including social networking sites, here we will dedicate the article in many points to search engine ads, more precisely Google text ads.

Strategy One: Smart Effective Targeting

Targeting in advertising campaigns is a very important and influential element. Successive experiences have proven that it is impossible to market to all people, and that no single marketing message can be effective for all groups.

Therefore, as marketers, we tend to divide society into small segments and deal with each of them separately, in order to give ourselves the opportunity to understand them, and then devise the best means to convince them of the products, services or even the content that we offer.

In PPC advertising campaigns, targeting becomes more important, because as an advertiser or as a marketer you pay the cost of each click whether you earn from it or not, and because money does not grow on trees, we do not want to spend even a penny without getting returns from it.

As a marketer, you can implement several successful ideas in your PPC advertising campaign strategy, and to name a few, I present to you these ideas:

a) Targeting geographic areas

You can put in the text of your ad a word or pointer to a specific area, such as: a governorate, a city, or other small geographical areas, and then allocate this ad to appear only in these areas, which will contribute to increasing the number of clicks on your ad and the rate of click on the ad CTR.

The secret to the success of this strategy is that the individual likes to be the one who is meant by the advertisement, the more you can target the potential customer in his city, language and culture, the better he will respond to your advertisement, as we humans like to be treated more personally.

This matter is exploited by some companies, for example, beverage companies sometimes write the name of their customers on beverage cans in order to increase sales, and there is a Nescafe company that has increased its sales by distinguishing Nescafe bags according to job and study.

You can also do this easily. Instead of announcing “Providing photography and montage services,” instead customize the ad as follows, “Providing photography and montage services in Cairo,” “Providing photography and montage services in Giza,” and so on.

This will not cost much, but on the contrary, the cost per click will decrease, while you will attract more clicks and customers, which will bring a lot of good to your profits, and you can do more than that.

If your business is booming, you can customize the advertisement in specific areas and neighborhoods, such as: “Providing photography and montage services in Dokki” and “Providing photography and montage services in Maadi”, and the Keyword Extend tool will help you a lot with this.

b) targeting by timing

If your business thrives at certain times of the day, or if you notice that your customers and customers buy more at certain times of the day, you can try making ads appear only at these times of the day, in order to reduce unprofitable clicks.

There are many examples of this, but I will give you some examples related to my study of pharmacology, as we know that there are diseases in which the patient is most in pain at specific times of the day, for example, patients with Rheumatoid Arthritis suffer from attacks of pain and joint stiffness when waking up and in the morning General.

So if I were to target them with treatment options, they are likely to be more likely to respond at the time of day they are in great pain, which is when they will seek medical help, book an appointment with their doctor, or learn about treatment options available.

At the end of an effective smart targeting strategy, I must assure you that there are no limits to targeting, and that a simple idea that turns it into a strategy can multiply your profits several times, and the history of marketing and advertising campaigns is proof of this.

Strategy 2: Use the keyword matching option best suited for your ad campaign
Strategy Two Use the keyword matching option best suited for your ad campaign
There are many options for matching keywords to your ads, and according to the Google Ads Help Center, there are 3 options:

a) Broad Match

In broad match, there is great flexibility in dealing with keywords, so you will be able to target a number of nearby keywords as long as they are relevant, and this option is the default in Google Ads if you do not choose any other match type.

For example, if your keyword is “low-calorie diet”, your ad will appear for this keyword and other keywords, such as: “low-calorie foods”, “low-calorie diet”, “low-calorie recipes”, and so on.

A second approximation is Broad Match Modified, which is slightly narrower than broad match.

b) Phrase Match

In this type of match you target a specific sentence or phrase, which is more flexible than Exact Match, but narrower than Broad Match.

For example, if your keyword phrase is “football shoes”, your ad will appear for this keyword phrase and other keywords, such as: “red soccer shoes,” “buy soccer shoes at great discounts,” “comfortable soccer shoes,” and so on.

c) Exact Match

Exact Match is the least flexible of the matching options, as it only shows your ad if there is the same or other very close keywords that were used.

If your keyword is “women’s shoes”, your ad will appear for this keyword and other keywords, such as: “women’s shoes” and “women’s shoes”, but it will not appear for keywords such as “women’s evening shoes” or “high-heeled shoes for women”.

Your choice of match type affects the number of impressions, keyword relevance, price, number of clicks, and many other things, so you should make this choice carefully after studying and understanding your business well.

If your marketing goal is to increase awareness of your brand and increase traffic, then Broad Match will be most suitable for you, but it will show your ad for some keywords that are not related to your keywords, and although its CPC is lower than other types, it can cost you a lot as a result Clicks increase.

Exact match has the lowest impressions than the other types, which is for you if you want the highest CTR, and this match is the most expensive CPC, but its campaigns may still be the least expensive.

Strategy Three: Dedicate Mobile Advertising Campaigns

Nowadays, people are using their mobile phones much more than their computers, which has created the need for mobile-focused campaigns.

Many PPC marketers recommend these campaigns, because of the great results they achieve in improving CTR rates and achieving sales.

In general, it is possible to say that any customization in advertising campaigns contributes significantly to improving the results of advertising campaigns, whether it is personalization in the marketing message, targeting or campaign customization.

Fourth strategy: Negative Keywords

A good marketer knows who their ideal customer is, but they also know who they don't want, which is why reverse targeting or exclusion is very important and necessary to get the most profitable clicks.

In PPC advertising, you pay for each click even if it is a mistake, so you need as much as possible to get the useful clicks that will later translate into sales and profits.

Exclusion, like targeting, is done through Keywords, but they are Negative Keywords.

These negative keywords enable you to choose the words and search phrases that you do not want your ad to appear through or in for reasons that you find compelling, such as attracting another non-target audience, inconsistent with what you want, or other reasons.

Fifth Strategy: Ad Extensions

We talked about using ad extensions or Ad Extensions in our previous article on writing PPC ads, because they have a very big impact on ad effectiveness, and target customer engagement with your ad.

Although there is a lot of ad extension information that you can learn about and how to use in your ads, in this article I will talk about two ad extensions that I think could be a great addition to your ad:

a) Countdown Ad Extension

You can use this ad additional information to motivate the customer to interact with you quickly, whether through purchase, reservation, or whatever according to your business model.

With this additional information, you can motivate a large number of customers to buy now, even if they do not need this product or service.

You can use the ad extension information for your business service in many cases, including:
  • discount festivities.
  • temporary offers.
  • Launching new products.
  • Launching a new website or blog.
  • Countdown on your own webinar.
  • Important data. 

b) Price Ad Extension

This additional ad information is available on the major Google Ads and Microsoft Ads platforms, and it shows the price of the product or service you are advertising.

Although it is mostly used in PPC e-commerce ads, there are no limits to its use in any way that your ad can serve.

Sixth strategy: Use other languages ​​and dialects

This strategy is not suitable for everyone, but if your business model matches it, it means a lot of profit for you and your business, which is the strategy of using other languages ​​and dialects.

If your business targets diverse human groups such as different countries or even a country with multiple ethnicities, you can target each part of these communities using its own language and dialect.

Although this seems logical, many business owners overlook it or do it wrongly. In addition to the use of language in ads, there is a great diversity in culture, so you have to make your ads linguistically and culturally appropriate with the different groups that you want to target.

The seventh strategy: the strategy of misspelling keywords

You may find this strategy strange and you have every right to do so, but statistics have proven that 20% of searches are done through keywords that were typed incorrectly.

We marketers can take advantage of this. Instead of targeting the linguistically correct keyword, we target the misspelled keyword. Also, instead of targeting keywords in the standard language, we can target the same word, but in colloquial or different dialects.

Another benefit of this is that these keywords have a much lower CPC than similar, linguistically correct keywords.

You can take advantage of several tools and services on the Internet to get keywords misspelled automatically, including:

At the end of the article, let me tell you that the element of experimentation, following up on campaigns, observing the reasons for their success and failure, and then developing and improving them is the best strategy that can return you excellent results.