If you are using pay-per-click advertising, you may be looking for new ways to grow your audience and achieve better results. Paid online advertising can be very powerful, especially when harnessed with the right strategy. However, it can also underperform if your approach isn’t right. The following PPC tips will help you to ensure you are getting the most from your advertising budget.

Try a New Channel

If your business is like many others, you are likely only using one or a few advertising channels online. For example, you may be just using Google AdWords and Facebook Ads. Consider expanding to include Bing, Instagram, Reddit and other networks. There may be a large audience out there that is interested in what you sell but is currently not being reached.

Include Dates in Your Retargeting Strategy

Retargeting is a valuable technology that lets you display ads to people who have visited your site but didn’t buy. However, there is a big difference between someone who didn’t buy yesterday and someone who didn’t convert last month. Plan your retargeting strategy using date ranges to hone your message more to the audience.

Map It Out

The sales funnel is often viewed as cliché these days. However, it shouldn’t be. It is a valuable model for examining how people buy. Try mapping your conversion actions against specific steps in the funnel. For example, awareness may be visiting the product page, interest may be viewing a video about the product, desire may be adding it to a cart and action may be making the purchase.

Use Audience Tools

Many pay-per-click networks let you use different audience types and tools to target your campaigns. For example, Facebook allows you to create custom audiences from your mailing lists and other contact details. You can then leverage those custom audiences to create lookalike audiences of users with similar tastes. Google lets you build audiences with reports using Observation mode.


Online advertising channels are getting increasingly powerful and complex. Getting everything configured right can be challenging, especially if you want to be responsive to changing circumstances. Leverage the automation tools offered by advertising networks. They will help you be more adaptive without needing to constantly check on your configuration and bidding.

Get Started

These PPC tips will help you make the most of your digital campaigns. With the right insight and guidance, you can achieve impressive returns with your online ads.