22 Feb
7 Proven PPC Strategies to Slash Costs and Boost Conversions
Pay-per-click (PPC) advertising is a powerful tool for UK businesses, but without the right approach, costs can spiral while conversions lag. At Dune Digital, we’ve fine-tuned PPC campaigns for clients across the UK, delivering measurable results. Research from WordStream shows that the average PPC conversion rate hovers around 2.35%, yet top performers hit 11% or higher. How? Smart strategies.
In this guide, we share 7 proven PPC strategies to cut costs and boost conversions. Whether you’re new to PPC or refining an existing campaign, these tips—rooted in our expertise—will help you get more bang for your buck. For broader digital marketing insights, explore our services page.
Why PPC Matters for UK Businesses
PPC offers instant visibility on platforms like Google Ads, unlike organic methods that take time. It’s perfect for targeting local customers—think “plumber in Leeds” or “florist near Manchester.” But high bids and poorly targeted ads can drain budgets fast. These strategies ensure your PPC campaigns work harder, not costlier.
7 PPC Strategies to Optimise Your Campaigns
1. Laser-Focus Your Keyword Research
Keywords are the backbone of PPC success. Broad terms like “shoes” rack up clicks but rarely convert. Instead, target long-tail keywords like “men’s leather shoes UK.”
How to Nail Keyword Research
- Use Google Ads Keyword Planner to find high-intent terms.
- Analyse competitors with tools like Ahrefs.
- Pair keywords with our SEO services for a dual organic-PPC boost.
2. Leverage Negative Keywords
Stop wasting money on irrelevant clicks. Adding negative keywords (e.g., “free” or “cheap” if you sell premium goods) filters out low-value traffic.
Implementing Negative Keywords
Review search term reports in Google Ads weekly. Add terms that don’t convert to your negative list. This slashes costs while sharpening focus on serious buyers.
3. Optimise Ad Scheduling
Your audience isn’t searching 24/7. Schedule ads for peak times—like weekday mornings for B2B or evenings for retail—to maximise ROI.
Setting Up Ad Schedules
Use Google Analytics to spot when your site gets traffic. Adjust bids in Google Ads accordingly.
4. Craft Compelling Ad Copy
Great ad copy turns clicks into conversions. Highlight benefits (e.g., “Save 20% Today”) and include a clear CTA like “Shop Now.”
Ad Copy Tips
- Test variations with Optimizely.
- Learn from our content marketing expertise for persuasive messaging.
5. Use Geo-Targeting for Local Impact
For UK businesses, local targeting is gold. Focus bids on specific regions—like London or Scotland—to reach customers who can act.
Geo-Targeting Tactics
Set location bids in Google Ads. Combine with our local SEO strategies for a one-two punch.
6. Implement Remarketing Campaigns
Re-engage visitors who didn’t convert. Remarketing keeps your brand top-of-mind, often at lower costs per click.
How to Set Up Remarketing
Tag your site with Google Ads, then create tailored ads for past visitors. It’s a cost-effective way to lift conversions.
7. Test and Refine with A/B Testing
No campaign’s perfect out the gate. A/B testing lets you tweak ads, landing pages, and bids to find what works.
A/B Testing Essentials
Why Choose Dune Digital for PPC Success?
At Dune Digital, we’ve mastered PPC for UK businesses, slashing costs while driving sales. Want to see these strategies in action? Contact us at Dune Digital to transform your campaigns today.
