When looking for a marketing edge, many startups turn to pay per click advertising to drive virtually instant, targeted traffic to their website and grow their online sales. The key to success is extensive knowledge and testing because even the smallest changes can make a huge impact on the overall performance of a PPC campaign.

Four PPC tips and best practices for beginners:-

1. Define your goals as specifically as possible

Do you want to bring in new website visitors, drive sales, get the phones ringing or keep customers coming back for more? The more specific you can be about your motivations, the more effective your PPC advertising will be.

2. The cornerstone of any successful PPC campaign is keyword research

If you want to reach people at the very moment that they are searching for the things that you offer, you need to know the keywords that your target audience is likely to employ when searching for your products and services. Your keyword selection will either make your PPC campaign a winner or a loser.

3. Create a compelling ad copy

Successful text ads are specific, relevant and attractive. You want to highlight what makes you unique, empower customers to take action, match your ad to your landing page and include at least one keyword. You can also use location extensions and call extensions to appeal to customers on mobile.

4. Test and optimize

And finally, PPC advertising requires constant testing and optimization to make sure your campaign is performing as expected.

A Quick Guide To Call Extensions By Google Ads:-

In Google Ads, call extensions allow you to include a phone number in your standard text ad, encouraging calls to your business. This makes it easy for customers to contact you, sometimes by simply using a click-to-call button in your mobile ad. Call extensions cost the same as a headline click and they have increased click through rate (by 6-8%).

In essence, if your goal is to increase phone calls to your business, as would be the case if you own pizzeria in downtown Toronto, you’ve come to the right place; customers can click-to-call you straight from your ads. For example, let’s say a tourist in Toronto searches for “Downtown Toronto Pizza” from his phone and one of your ads is triggered. The visitor can quite literally:

1. Click through to your website

2. Go through your menu

3. And call your business directly by touching your phone number, which appears as a call button in your ad copy

To make sure that your extensions are appropriate, the phone number in your call extension must be accurate and active. Avoid fax numbers, premium numbers and vanity numbers, which include letters. The phone number must also be a local or domestic number, verified and have an active voicemail.