5 Practical Ways To Improve Your PPC (Pay-Per-Click) Marketing

PPC (Pay-Per-Click) can take your website and traffic leads from 10% to 100% in a small space of time through visibility on the search page for keywords that are relevant to your business. This can be done in many ways but in this blog, I will provide five simple practises you can incorporate to see results in no time.  

1. Keyword research and SQRS (search query reports) 

Keyword research is important for your PPC account to ensure you have a higher chance of ranking higher in the SERP. You can access the search terms by clicking on Keywords and then Search Terms on the left side menu. You can see search terms at the account, campaign and ad group level. This will allow you to run an SQR between search terms and search keywords to work out which ones provide the most traffic and are specific to your brand. 

Main things to take from an SQR: 

  1. New keywords – New keywords are important to compete with your competitors for the top spot on search pages. 
  2. Create negatives – It is important to add negatives as it is pretty wasteful to spend money on searches that are not related to your business if negatives are not set up properly.

2. Do A/B tests on a regular basis

An A/B test allows you to test two variations of ads against one another to determine a winner. This can test multiple things like ad copy, CTAs, landing pages and assets. When you run an A/B test, Google will serve your ads to random people with metrics at the end to show which one had more clicks, a higher CTR and bounce rate. 

3. PPC Account Structure

Whether you are starting with a new PPC account or sorting out existing ones, the PPC account structure is the foundation of having an effective account. Three ways to (re)structure:

  1. How many campaigns are there and why? – These can be reduced as it’s about quality rather than quantity 
  2. How many ads are in ad groups – Is there more or less than necessary? 
  3. Are keywords relevant or too similar to one another? – It is important to avoid similarity or keywords being irrelevant to selected ad group.

When all of this is done correctly it allows the account to become cost effective while having the ability to really home in on different areas and capture more qualified traffic that is likely to convert.

4. Demographics are just as important in PPC 

One of the things that makes PPC so effective is that you can decide exactly who your ads are served to, based on demographics. Demographics that can be targeted within PPC are age, gender, income level, education, geographically and relationship status This is just important as you are able to target certain target audiences more where you see fit. 

5. Optimise ads 

If your ads aren’t enticing your potential site visitors, searchers aren’t going to click on them, resulting in less traffic to your site. You should ensure you continue to optimise your ads in every way possible. You can optimise and tweak your ads in the following ways:

  • Relevant ads can allow your ads to be higher up thus being seen by searchers more by including things like CTAs, USPs and new headlines.
  • Adding sitelink extensions, callout sitelinks etc can provide your ads with more information resulting in more clicks and traffic. 

Changing things like this along with seasonal/promotional ad copy keeps your brand/business in line with current trends and also gives your ads the opportunity to out do competitor ads.

 If you enjoyed this blog, check out our other blog to find digital marketing tools to help you excel in 2023!

Level 6 Operating Department Practitioner Integrated Degree Apprenticeship

Apprenticeships are becoming more popular compared to 20 years ago with invaluable experience being vital for industries nowadays. An Apprenticeship can land you with both feet in a job, a potential degree and no debt with both on and off the job learning.

So the answer to your question is yes, that’s right, apprenticeships also are up and coming within the medical industry too. Is ensuring people’s wellbeing and health of importance to you? Then an Operating Department Practitioner may be the right fit for you! This blog will explain what having an integrated degree apprenticeship as an Operating Department Practitioner takes and can bring you. 

apprenticeship Operating department practitioner Room Stock Photos, Pictures & Royalty-Free Images - iStock

Qualification requirements

Apprentices will be required to complete a Health & Care Professions Council approved BSc (Hons) in Operating Department Practice. Level 2 English & maths will need to be achieved prior to completing the end-point assessment, if not already. For those with an education, health & care plan or a legacy statement, the English & maths minimum requirement is Entry Level 3. British Sign Language qualifications are also an alternative to English qualifications for whom this is their primary language.

  • 4 or 5 GCSEs at grades 9 to 4 (A* to C) and A levels, or equivalent, for a degree apprenticeship
  • When applying for courses and jobs within the NHS, you’ll be expected to have an understanding of how NHS values apply in your job.

Duration time: Typically 4 years

The Apprenticeship 

Operating Department Practitioners (ODPs) are registered healthcare professionals specialising in caring for people of all ages throughout surgery. ODPs therefore mainly work in operating departments. ODPs must continually make professional decisions to ensure the patient receives the best care before, during and after their surgery. They must use evidence based practice to inform & evaluate the effectiveness of the actions they take with the aim of continually improving outcomes for patients. They are responsible for ensuring their own professional knowledge and skills through continuous professional development (CPD) & support the development of others.

*instituteforapprenticeships image of the apprenticeship journey. 

The apprentice must meet the 15 standards as set out in the Care Certificate[i] within 3 months of commencing an apprenticeship.

Level 6 Operating Department Practitioner Competencies  

Medical and Surgical Skills Program for All Aspiring Medical Professionals  (July 2021 USA-EST/PST) apprenticeships operating department practitioner

Professional practice – Practice as an autonomous ODP, assessing patients in theatres & associated areas, exercising professional judgement to establish patient centred goals, & to accept, plan, initiate, modify, refer or cease treatment within prescribed limits

Professional values & behaviours – Practice in a manner ensuring equality & act as an advocate for patients. Demonstrate care, compassion, confidence, courage, communication & commitment for patients at their most vulnerable.

Professional standards – Practice within the Health and Care Professions Council (HCPC) Standards of Proficiency for ODP’s[i] & The College of Operating Department Practitioners Scope of Practice[ii]

Leadership, management & partnership working – Work collaboratively throughout the patients perioperative journey with the surgical team & others while understanding how to maintain oneself’s wellbeing also. 

Communication & information – Apply a range of communication strategies & skills within the multidisciplinary team to ensure patient safety & dignity

After apprenticeship care: Career path & progression

The starter salary of an ODP is around £25,600 and reaches to around £39k plus with years of experience and working hours from 38-40 a week. With experience, you may be able to progress to team leader or senior ODP and manage an operating theatre unit.

You may like to take further training approved by the Royal College of Surgeons to work as surgical care practitioners. This would give you the skills to complete some surgical procedures, under the supervision of a consultant surgeon. There is also room to train to work as an anaesthesia associate or advanced critical care practitioner.


A Level 6 Operating Department Practitioner Degree Apprenticeship is the level up that anyone interested in the medical profession needs if wanting to balance practical experience and be debt free. This apprenticeship encapsulates core responsibilities and skills. Some examples such as practising national health standards, assessing patients needs and care and gaining invaluable practical knowledge for life. Using these skills, it can set apprentices on track for a steady career within the NHS or even private medical care. Start laying the foundation for your future today as an Operating department practitioner. 

Or to find out more about what apprenticeships are available to you, check out more of our blogs here https://www.apprenticetips.com/category/apprenticeships-uk/