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How to Refine Your PPC Strategies

PPC is a critical element of Digital Marketing, which in turn is becoming one of the most effective forms of marketing for modern businesses to implement. You may already be using PPC, or you might be looking into it to see if it is right for your business. We spoke to TechQuarters, a company that provides IT support financial services companies in London have been using for many years, and they said that their success in connecting with companies in that sector has largely been down to a refined PPC strategy.

What is PPC?

PPC stands for Pay-per-click. It is an online paid advertising model that allows brands to advertise on social media and search engines. It’s name comes from the fact that each time a user clicks on the ad, the brand is charged a fee. Depending on how high up the rankings a brand places the ad, the price per click will vary. PPC is a great way of boosting short term rankings on search engines and social media, putting one’s brand in front of a lot of users in a short amount of time.

So, how can a business develop a refined PPC strategy?

Ad Extensions

PPC puts an ad for your business on the search engine or social media platform of your choice, but by default, the amount of information shown on the ad is limited. An ad extension is a way of featuring additional information on your ads. For example, an ad extension might allow you to display an address or phone number; or perhaps a shop rating. You can even use ad extensions letting users subscribe to a newsletter directly from your ad.

Negative Keyword Lists

PPC works primarily with keywords to show ads to users. For instance, if you search for the keywords “IT support” and “London”, then you might get PPC adverts for IT support services in London. Problems can arise when your ads are shown under search results that share some of the words in your keyword list, but which aren’t relevant. An example might be if a business provides a coach service (as in transport), but their ads are being shown under results for sports coaches – they share a keyword, but have vastly different meanings.

A negative keyword list is a way to make your ads more relevant in terms of who they are shown to. By putting keywords that share some words with your targeted keywords, but have different meanings, you can avoid your ads being displayed under irrelevant search results.

Regularly Test & Analyze Keywords

The thing about search engines is that the trends of what people are searching for are constantly changing. You might have been targeting certain keywords in 2021 that were garnering excellent results, but in 2022, those results are dropping off. Therefore, you should regularly test and analyze the keywords you are targeting to ensure that they are relevant and making an impact.

Customer Reviewer Sites

Positive reviews inspire trust in your brand for whoever sees those reviews, and they can make your ads more effective. If you get enough positive reviews on Google, for example, then those reviews will be added to your paid ads automatically. There are loads of customer reviewer sites on the internet, signing up for one can help you bring in lots of positive feedback for your brand.

Segment Keywords by Device

These days, people aren’t just accessing the internet via desktop PCs. In fact, the majority of the public nowadays use mobile devices to go on Google and other search engines. What this indicates is that businesses need to be targeting ads depending on devices. Some keywords may have more traffic on mobile devices, whereas others perform better on PCs.


You will save a lot of many, and increase the relevance of your ads by targeting geographical locations that makes sense in relation to your business’ location. So, if your organization is based in South London, the most relevant location to target your ads at would be South London. You can be as specific or as broad as you like. For instance, you could set some ads to target the whole of a city; and then you could set some ads to target specific areas of a city that perform very well for you, while also making lower bids to advertise to areas that don’t perform as well. This way, you optimize the coverage of your ads.

Also Read: 4 Smart Tips For Busy Business Owners.