PPC Strategies That No Longer Work & What to Replace Them With

PPC Advertising

Since the number of internet users is increasing day by day, online businesses and digital platforms are expanding rapidly. They are employing different online advertising methods to capture the target customer base and promote their businesses online. PPC is one of them that solely works on the principle of creating relevancy.

Online visitors are looking for particular items, services, or data at any particular moment. Advertisers and marketers possess the ability to send off a targeted ad to a targeted potential customer at the precise point of time when this search is taking place. In 2017, over 7 million marketers spent the equivalent of $10.01 billion on PPC ads.

Different types of PPC strategies are employed to get desirable results. However, the rapidly changing online market sometimes becomes inert to the existing PPC strategies. To achieve the goal, they must be replaced with an upgraded and innovative approach. This article is going to guide you toward that perspective.

What are PPC Strategies?

PPC stands for pay-per-click. Pay-per-click (PPC) marketing is a type of online advertising model in which marketers place their advertisements on different online platforms, like Google Ads. Advertisers are required to make payments when potential consumers click and respond to their online ads. Advertisers make an offer on the perceived value of a click based on keywords, phrases, sites, and audience type. You can hire a Google Adwords expert to know more about the effect of PPC campaigns.

The key to developing a successful PPC strategy is to effectively plan and optimize ad campaigns. Reporting outside of Google Analytics, employing unique methods for discovering new keywords, and using display adverts from a fresh perspective are some of the examples of optimizing PPC strategies.

Benefits of Running PPC Campaigns

  • It enables you to obtain immediate outcomes
  • Assists in advancing overall website traffic
  • It adapts to algorithm changes and survives
  • Acquire a high rate of return on your investment. Paid advertising generates a financial return (ROI) of 200 percent for every dollar spent
  • Boosts your brand’s exposure
  • Customers can be targeted and addressed in real-time
  • Because of PPC-enabled geo-targeting, you can reach more customers in nearby cities
  • PPC data allows you to optimize your SEO strategies
  • You can easily make customizable changes to the ad campaigns as needed.

3 PPC Strategies That No Longer Work and What to Replace Them With

1. Keyword Bidding

a. Doesn’t work: Bidding on all broad match keywords

Bidding on all versions of keywords has become outdated. It was a trending thing during the time of AdWords and Bing Ads. For example, if you were looking for a dog training client, you would have to bid on every possible keyword variant, such as “dog trainer,” “dog training,” “train my dog,” “trainer for my dog,” and so on.

Advertisers would have to use numerous additional match-types to these unique keyword bids to influence how precisely or loosely the queries and searches are aligned with the keyword syntax.

This practice of concentrating on using match-types has become ineffective and obsolete as well. This strategy does not yield any advantageous outcome anymore.


b. Effective strategy: Bidding on keyword champions

In modern times, the old practice of bidding on all broad match keywords has been replaced by the method of bidding on keyword champions. The strategy of keyword champions projects a successful outcome.

It not only saves your hard-earned money but also ensures that time-consuming, non-value-added steps are eliminated. The conversion rate is also pretty high because it employs a strategic approach to using keywords.

Placing a bid on a keyword champion requires fulfilling some major steps, including keeping your ad groups limited to two to three keyword concepts, scaling up the campaign and incorporating innovative and fresh ideas, having a minimum of one ad group with a unique long-tail comprehensive match keyword, and converting precise match terms to negatives in the broad match ad unit.

2. Manual vs. Automated Bidding

a. Doesn’t work: large scale manual bidding

Manual bidding functioned better in the past because marketers could use their business experience to set acceptable bids without being constrained by constraints like conversion rate standards. Smart Bidding, a sort of programmed bid at the time, needed around 50 to 100 conversions in a 30-day period to be profitable and effective. But the present scenario has entirely shifted its dimension.

These criteria for meeting minimum standards have been drastically reduced or eliminated entirely. The most significant hindrance to using automatic smart bidding has been abolished, allowing it to be one of the most beneficial bidding approaches.


b. Effective strategy: Automated bidding

Automated bidding should be a part of your plan to get the most out of your PPC campaigns. No manual advertiser can get access to the signals used by the automated bidding utilizers. Automated bidding requires about 60 signals to manage bids. Scripts and rules should be employed to keep some authority while also allowing the use of automation.

The new technology of automated bidding is well-equipped to take care of your marketing and advertising goal without unnecessarily consuming your valuable time.


3. Lead Collection

a. Doesn’t work: Lead collection from all sources and through remarketing

 There are lots of examples from the old marketing practices that used to produce valuable outcomes, but they do not anymore. Following up on someone who visits your site but does not buy anything is one of the old tricks for leveling up advertising.

This falls under the spectrum of remarketing, which is dedicated to targeting all the non-converting visitors of a website. These users would see interactive ads, as well as vibrant display and search ads that trailed them around the internet.

However, these tactics are not very acceptable in the current industry as they invade people’s privacy. Besides that, attracting a user to your website does not make a huge difference until he or she makes a purchase.


b. Effective strategy: Profitable lead collection for more engagement

If you want to pursue a mutually beneficial and purposeful way to achieve conversion, you need to engage with the customers that regularly pay a visit to your website. Some beneficial steps can improve your PPC campaign conversion rates.

Collect first-party data and take advantage of it. Employ approaches to include a form of email capture on your web pages. These strategies are proven to be fruitful, accomplishing high-level conversion rates. Applying first-party data to create an audience base is always much more beneficial than targeting mere website visitors. This strategy works fine because clients make the move to connect with your website.



The presently available statistical data confirms that people who see PPC ads are 50% more inclined to make a purchase. Hence, it can be understood how PPC strategies can contribute to helping your business scale up easily. As the web world is constantly changing, PPC strategies to make advertising more effective are also evolving. Replacing the old methods with newer perspectives can help win the game.

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