To make sure your PPC campaigns are stronger and go off without a hitch, here are some quick tips and guidelines to follow.
Segment campaigns by funnel stage – Avoid blending awareness and purchase-intent keywords. Each should have its own budget, message, and landing page.
Use high-converting landing pages – Generic homepages rarely convert. Customise pages based on the user’s intent and ad message.
Leverage remarketing – Re-engage visitors who didn’t convert with tailored ads that match their previous touchpoint.
Track trial-to-paid conversions – It’s not just about lead volume. Optimise for users who become paying customers, not just sign-ups.
Test different CTAs – “Book a Demo” vs. “Try Free for 14 Days” can appeal to different user mindsets. It’s worth testing multiple CTAs to find the highest-performing one for your niche.
Include negative keywords to avoid wasted spend – Exclude search terms that attract the wrong audience — like people looking for “free alternatives” or “SaaS jobs” — to prevent irrelevant clicks that drain your budget.
Use competitor keyword targeting strategically – Bidding on competitor brand names can capture high-intent users exploring options, but make sure your ad highlights a clear and compelling difference to stand out.
