"When most people start with PPC, the first instinct is to dive into keywords. Makes sense, right? After all, that's what drives search ads. But here's the catch: keywords aren't all the same. You might bid on "buy shoes online" and think you've hit the jackpot, but if the person typing that is just browsing for inspiration, you're paying for curiosity clicks."
"What sets an award-winning PPC strategy apart is the ability to write ads that actually resonate with humans. Think about it-you've got maybe 90 characters to grab someone's attention. You can't afford to sound like everyone else. Instead of stuffing in keywords like a checklist, you should be writing like you're speaking directly to the searcher. What problem are they facing? What emotion are they feeling? What's the reason they should click on your ad instead of the ten others on the page?"
Many marketers treat PPC as simple setup work using basic tutorials, but that approach often wastes budget on low-intent clicks. A high-performing PPC strategy combines data, creativity, and clear business goals to drive meaningful results. Keyword selection must be mapped to user intent—research, comparison, or purchase—to avoid paying for curiosity. Ad copy must resonate with humans rather than read like a checklist of keywords; concise, emotionally relevant messaging within limited characters improves click quality. Targeting the right intent and crafting compelling, specific ads increases the chances of attracting users who are genuinely ready to convert.
Read at Business Matters
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