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ppc strategies

PPC, aka Pay Per Click, is a commonly known practice digital marketers opt to generate quick returns. From optimizing your PPC campaigns to selecting the right keyword, you ensure everything is fully optimized to deliver desired results.

Many of you already know that the PPC platform has changed a lot over the previous few years. Simultaneously with the platform, user behavior, competition, marketing strategies have also changed a lot. The increasing challenges in paid marketing have made it tough for newbie marketers to make the most out of their PPC efforts.

So, it’s essential to churn out the detailed knowledge base of PPC and find the ROI-driven paid strategy that can grow your results exponentially. Here we are providing you the creative yet best PPC strategies that will definitely help you earn profitable results in 2021.

Replace Broad Match Modifier with Broad Match and Pair with Audience Targeting

Google has already quitted the broad match modifier from Google Ads, which requires updating your existing Ad campaigns or creating new ones without broad modifier keywords.

Here is the take! You can now combine the broad match keyword groups with your audience to get the equivalent results as earlier. This way, you can get good results with minimal risk.

Earlier, the broad match modifier provides a larger keyword loop with your limited audience. But now, you have to broaden the affinity, in-market, and custom audiences to work similarly with the broad match keywords.

In short, you are using broad keywords, but these keywords are shown to a larger audience that will keep your results equivalent or even higher than earlier.

This strategy will be effective in searching new keywords, boost your brand awareness, and increase the impression share in a specific geo-location.

NOTE: Make sure you don’t have any location exclusion in your Campaign that won’t give you the desired insights and expected results.

Use YouTube Studio to Fetch Insights for Video & Display Ads

For most marketers, YouTube Studio is nothing more than a video publishing platform for YouTube. It is widespread among the creators, but not any markers have considered it as a precious analytics tool to find a potential audience for your video & display ads.

Yes! YouTube Studio gives you insights of data that isn’t available in Google Ads. You can dig into YT Studio to find what device your audience is mostly using for conversion.

Consider the “Card clicks” column to find the possible customer base for your upcoming or existing PPC ads. Remember, no user ever clicks on your ads via TV or gaming console. Hence, it’s worthless to invest in a TV/Gaming Console specific audience.

YT Suite helps you earn detailed information that includes:

  • Opportunities for Custom Audience: What external sources are more driving your video views, and what sources are most effective over the other for display & YouTube ads.
  • Get Placement Ideas: As mentioned earlier, you can check the ‘Card Clicks’ column to find effective devices where the possibility of clicks is high.

Take Benefit from Microsoft Advertising Intelligence

How many of you have actually used the Keyword Planner Tool by Bing (Microsoft)?

If you haven’t, it’s a big mistake that you are committing to get new PPC opportunities and drive more audience to your paid ads.

For newbie readers, Microsoft Advertising Intelligence is the technical name for Keyword Planner Tool. You might get some inappropriate results from Bing Keyword planner, but still, it has some unnoticed gems. You can download the keyword list and match it with your existing keyword loop.

You will definitely find some new keyword opportunities which were missed from your PPC campaigns.


To use Microsoft Advertising Intelligence in Excel, you need to simply install a plugin. Once you have the plugin, paste your list of keywords and wait for the magic to happen. You will get tons of keywords recommendations along with their search volume, bids, and many other information.

It’s easy to sort the keywords based on their traffic, age group and gender, etc. You can even paste your URL to find page-specific keyword suggestions.

Remember, using the keywords from Bing Keyword Planner isn’t the end. It’s now time to take your keyword group and check them via Google’s keyword planner tool. Many keywords aren’t popular in Bing but have tons of traffic on Google.

So, you must keep this pointer in mind and make the right selection for keywords.

Consider Display Ads for Multiple Objectives

When creating a PPC Ad campaign, you are offered multiple objectives to refine your campaign creation process and provide you with more feasible results. Yet, most marketers consider display ads for branding only. With this limitation, they skip considering the display ads for other objectives that can also give fruitful results.

Professional and experienced marketers know that Display Ads are worth more than just brand awareness.

Try using Display campaigns for other objectives and analyze the results. The best way to distinguish your display ads is by naming them with ‘display’ in the Campaign name. Moreover, you can use a UTM tracking code to find the source and medium of a specific URL.

Now it’s time to let Google Ads and Analytics collect the data. Let Analytics collect data and provide you with enough information to analyze the effectiveness of Display Ads.

Get Customer Data with Lead Generation Ads

Today, most marketers look forward to collecting customer data to utilize the same for other marketing practices (like email marketing, remarketing, etc.) However, taking users to your landing page and asking for information isn’t a feasible process nowadays.

Lead Generation ads are the answer to this problem. Google and Facebook both provide you lead generation ads opportunities to collect first-party data.


You can ask for common information about the customer via lead-generation ads. However, you can even ask for the customer’s email and gather email databases for other marketing practices.

Promoting your business with existing and potential databases is a good way to use marketing strategies other than PPC ads.

Take Benefit of Messenger Lead Generation Ads

Facebook not only gives you the option to run a dedicated lead generation ad. Instead, it allows you to run messenger ads that include lead forms to collect customer data.

With Messenger ads, you can take advantage of brand awareness. Simultaneously, it helps you build a chatbot-driven lead form that helps you collect user data. All you need to do is select ‘Generate Leads- Messenger Only’ in the message template.

You can create a custom chat sequence for the chatbot that helps you gather information of qualified leads. With a conversation approach, you attain high chances of user engagement. It is one of the creative ways to take advantage of PPC campaigns and build a strong user database.

So, these are some out-of-the-box practices that will help you get better results from paid marketing. Below are some generic yet effective PPC strategies known to most people and help generate high ROI from your paid campaigns.

Schedule Your Ads with Right Timing

Showing your ads to the right user on the right place at the right time is what gives you the highest ROI. Still, many PPC experts skip considering the time and run paid ads for the whole day.

It’s worthless if you show your ads at midnight when customers have the lowest interest in your ads. However, it primarily depends upon what type of ad you are showing.


Test by scheduling your ads at different times and evaluate their performance. Find the best time when your Ads perform well and continue the same for other Ad groups.

NOTE: Here, testing and analyzing the right time is important to find when you get the maximum clicks and conversion.

Remove Underperforming Keywords

With time your competition grows, and hence many other competitors start targeting the same keywords better than you. In such cases, you might lose your visibility on selective keywords.

In short, a few keywords will become underperforming in your keyword list. The best way to deal with such heck is to remove such keywords from the list and continue researching new keyword opportunities.

Remember, if you have multiple underperforming keywords, it’s the right time to create a fresh campaign with a new keyword list and Ad optimization. You should research well to find a potential keyword list to get expected results.

Take Negative Keywords into Action

Most PPC professionals don’t consider negative keywords, which is a big mistake when investing a significant amount on paid marketing. A negative keyword is the best optimization practice that helps you remove irrelevant clicks on your Ads and populate them to the right audience.


Marketers should strictly use negative keywords to save their PPC budget from exhausting irrelevant clicks.

Most of the PPC strategies mentioned above are sufficient to deliver you assured results. However, this primarily depends upon how you and your in-house paid marketing team works. If you don’t have an in-house team, you require an offshore PPC Ads Management agency that can take over your PPC and modify them to generate assured ROI.

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By Gajendra Singh Rathore

Gajendra Singh Rathore is a digital marketing expert and associated with a PPC Ads Management agency Toronto. He is always eager to learn, experiment, and implement. Astronomy is his escape from the outside world.

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