The 4 rules to successful PPC advertising

The world's most popular online advertising platforms make use of the PPC (pay per click) business model to sell online advertising space.

Minimise risk and avoid spending a lot of money without any return on your investment by following these 4 simple rules.

Google Adwords and Facebook Ads are two of the most popular advertising platforms out there. These popular platforms make use of the PPC (pay per click) advertising platform model. These advertising platforms usually ask for a daily budget and if not used correctly, can trick you into spending a lot of money before you know it.

Successfully manage your campaign spend by dividing your monthly campaign budget by 30 to determine your daily spend. You should also keep an eye on your keyword selection as different keywords have different price tags.

Follow these 4 simple rules to minimise risk and ensure that your online PPC campaigns are successful and garner the desired results.


Just placing an ad without first determining your target market usually result in a low ROI (return of investment) and can cost you a lot of money with little or no yield. Take some time and target your audience carefully. Design your marketing to suit and appeal to the chosen demographic.

Platforms like Facebook, Instagram and Google have a good understanding of their users and can target specific groups of people on their platforms with advertising. When placing your adds, you can target specific groups of people by gender, age, location, etc…


Are you trying to get people to sign up to your newsletter, trying to tell people of a new product or service or trying to sell a product or service?

Avoid creating an advertising campaign that promote everything there is about your business, products or services. Before placing your add it is imperative that you have a clear message and goal for your add campaign. Make sure to offer value to your target audience by offering a solution to a particular problem they might have. Make the message relevant and personal. 

Keep is short, simple and on point.


You have now narrowed down your target audience and have your hook. It’s now time to convert that lead and achieve your goal. This the last stand, the step in the process where you must convince your audience to sign up to your newsletter, buy that item that will change their lives, book that dream getaway or whatever goal you have set out for your add campaign. 

This is where the landing page comes in.
A landing page is a standalone web page, created with a single purpose or call to action (CTA) such as a product overview, promotion, or sales pitch. Landing pages are there to convert visitors into customers and ultimately into brand ambassadors.

For more info regarding the types of Landing pages and where to use them, please follow this link. 


A strong, well thought out CTA (call to action) on a landing page can make the difference between an advert that converts or not. Tell your customers what to do next, if you don’t, they won’t do what you want them to do. The goal of a CTA (call to action) is to compel your audience to click on the link to accomplish the desired goal you have set out for your marketing campaign.

The success of the CTA can be measured with a click-through rate a conversion rate formula that calculates the number of clicks over the times the CTA was seen.