Embarking on the road to pay-per-click (PPC) can be a little daunting. So we’ve compiled a list of seven deadly sins and three commandments to help you on your way to conversion heaven (who said it ain’t easy being cheesy?)

Lust – Don’t promote all of your content

We get it, you love all of your content! But that doesn’t always mean you should promote every bit of it. Try and plan particular pieces into a buyer journey for PPC and split both your keywords and content into groups that would appeal to prospects at different stages. The aim here is to serve relevant content to the right people at the right time.

Gluttony – Don’t try and target everyone

More isn’t necessarily merrier with a PPC strategy. Whether you’re targeting interests in Twitter, or keywords in Google’s search network, a smaller group, which is strategic, specific and relevant is the best starting point.

Remember, you may generate a smaller volume of traffic but these visitors are more likely to be engaged and interested and therefore easier to convert.

Greed – Don’t limit yourself

We understand that budgets are tight but, as the name suggests, with PPC you get what you pay for. Check your cost per click (CPC) averages and from there calculate what your budget will need to be for a successful campaign.

It’s no good setting a daily budget of £10 if your average CPC is £4.55. Generally, if your targeting is right and you opt for the long-tail, niche keywords, your CPC’s shouldn’t be too high.

Envy – Don’t copy your competitors

Check what your competitors are doing, but don’t copy them. Where are they marketing? What they are saying? What phrases do they appear for? If they’re dominating Google search, why not try LinkedIn (44% of B2B marketers have generated leads via LinkedIn.)

There are multiple formats and channels for PPC, all with advantages. Choosing the right one for your business, message and audience is key.

Sloth – Don’t get lazy with nurture

An unbelievable 65% of B2B marketers have not established lead nurturing. Don’t get sloppy once you’ve got a conversion via PPC. What you do with them after is what counts. Before launching, ensure you have a full strategy in place for engaged prospects.

Pride – Don’t ignore your data

Sometimes what you think works for your audience might not match up to reality. Pay attention to what your data is actually telling you, indicators like best performing keywords, CTA’s, content pieces, devices etc. all help. Remember mobile devices account for 53% of paid-search clicks, so make sure you’re optimised end-to-end!

Wrath – Don’t give up

After spending a lot of time, effort and money on a failed PPC campaign many marketers might want to throw their toys out of the pram and a P45 at the individual who created the ads.

Don’t do this. Instead, break the campaign apart to pinpoint exactly what went wrong. Are you generating a large volume of traffic that isn’t converting? Are your impressions through the roof yet no one is clicking? Imagine you’re a buyer and follow the PPC journey.

It may be as simple as re-wording a landing page, or tweaking your keyword strategy, but a good audit should flag the break points in your campaign.


3 commandments to follow...


Build a brilliant landing page

A landing page can make or break a PPC campaign. This is your one chance to impress your clicker, therefore the architecture, copy, imagery, layout and CTA needs to be spot on. Spend time on it and refine, review and test what you have. Speaking of testing…

Carry out A/B testing

A/B testing can prove incredibly useful for PPC campaigns. Be it ad copy, CTA’s or even landing pages, if you’re unsure then test it. The data this provides is invaluable and will allow you to continually improve your campaign and create the optimum PPC journey for your audience.

Create captivating content

So, you’ve generated a killer keyword strategy, built a beautiful landing page and  your prospects are practically falling over themselves to give you their details. And then they do. Now what?

Your content flops. The disappointment grows, as does your inbox with emails from the man upstairs wanting to know ‘so what exactly was our ROI on that?’

The bottom line is, content is the absolute backbone of any inbound strategy. If you don’t get that right, it can render your campaign useless.


If you’d like to have a chat about anything PPC or content marketing related, give us a shout on hello@hitfirstbase.com.

Content marketing, Blog, creativity, design, IP Based Marketing, PPC

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