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Google Ads: Best Practices in 2023


What exactly is PPC?


PPC stands for pay-per-click, which is a form of online advertising. Google PPC, also known as Google Ads, is an advertising platform provided by Google where advertisers can create and run ads that appear on Google's search engine results pages (SERPs) and other websites that participate in the Google Ads program.

With Google Ads, advertisers bid on specific keywords related to their products or services, and create ads that will appear when users search for those keywords on Google. Advertisers pay only when users click on their ads, hence the name "pay-per-click".

Google Ads offers a range of targeting options to help advertisers reach their desired audience, including location targeting, language targeting, device targeting, and audience targeting. Advertisers can also set a budget for their campaigns, and have control over the amount they are willing to pay for each click on their ads.


Here are some best practices for running effective Google Ads campaigns:

  1. Conduct thorough keyword research: Keywords are the foundation of any successful Google Ads campaign. Conducting thorough keyword research will help you identify the keywords and phrases that your target audience is using to search for products or services like yours. Use Google's Keyword Planner or other tools to identify relevant keywords with high search volume and low competition.

  2. Write compelling ad copy: Your ad copy should be compelling and relevant to the keywords you are targeting. Use ad copy that highlights the benefits of your product or service and includes a strong call-to-action.

  3. Use targeted landing pages: Your ad should direct users to a landing page that is relevant to the ad copy and the keywords being targeted. The landing page should be optimized for conversions, with clear messaging and a strong call-to-action.

  4. Set a budget and bidding strategy: Set a budget for your campaigns and use bidding strategies that are aligned with your goals. You can choose to bid for clicks, conversions, or impressions, depending on your objectives.

  5. Monitor and adjust your campaigns regularly: Keep a close eye on your campaigns and make adjustments as necessary. Use the analytics tools provided by Google Ads to monitor performance and make data-driven decisions about bid adjustments, ad copy changes, and other optimizations.

  6. Test different ad formats and targeting options: Experiment with different ad formats and targeting options to see what works best for your business. Test different ad formats like text ads, image ads, and video ads, and use audience targeting to reach specific groups of users.

Overall, Google Ads can be a highly effective way for businesses to reach their target audience and generate leads or sales. However, it requires a good understanding of keyword research, ad copywriting, bidding strategies, and analytics to be successful. By following these best practices, you can create effective Google Ads campaigns that help you reach your target audience and achieve your business goals.


"In a world where everyone is shouting, it pays to whisper. PPC is that whisper." - David Szetela





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