the short story project


Nancy Petter

How to Optimize Your PPC Strategy

As a company or brand, you want all eyes on you. For this, you need to show up among the top ranks of Google SERPs (search engine result pages) and be visible on YouTube and various other platforms. There are two ways to achieve this: organically and through paid advertising. And as any experienced digital marketing agency will tell you, it’s best practice to use both.

Organic search results come about through months (or years) of quality content production and a strong SEO foundation. Consistent blog posts and social media content will slowly increase your domain’s authority and move you up the search rankings with the PPC Services in New York.

Then there’s paid search advertising and pay per click marketing (PPC). This allows you to bypass the system and create viewership in hopes of gaining leads, closing deals, and recouping your investment. However, you can’t just throw money at the system and expect a quality ROI.

What is paid search and what is pay per click advertising?

Almost any search query on Google or Bing will have a few links at the top with the words “AD” next to them. These sit above the organic search results, which allow brands to gain viewership without having to go through months of organic content strategy. Every time one of these links are clicked, the company or brand pays a certain amount of money.


You can target your ads to certain keywords within the search query. As a workout supplement company, you might aim for common search terms like “pre-workout shake” or “what is the best supplement for working out.”

·         Short-tail keywords, like the former, will have more companies and businesses vying for usage.

·         Long-tail keywords, like the latter, will have less competition and will cost less to advertise for them.


The price per keyword, or in the case of Google “Google Ad Word,” depends on how much competition there is for the keyword. As mentioned, long-tail keywords will cost less.

Impression share

Your impression share tells you how well your PPC ad is performing. Essentially it’s the number of impressions you received divided by the estimated impressions you were eligible for.

Optimizing Your Ad Copy

The PPC ads have one chance to capture the user’s attention and incite them to click. This means you need actionable words, a relevant title, and an optimized ad copy.

Per the actual copy, you have 135 characters to grab a user:

·         30 for the Headline

·         90 for the Body

·         15 for the URL Ad Path

That doesn’t give a lot of leeways, which means you may need to optimize on the fly. If your impression share is less than ideal before you remove the Ad Word try changing up your ad copy to see if you can’t generate more interest.


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