I’d love to hear any tips or strategies that have worked well for you in real estate marketing, especially with PPC campaigns.For those who’ve done this successfully, are there specific keywords, ad placements, or campaign types that you recommend?

I highly recommend you study this, practice it, and apply it.https://www.biggerpockets.com/blog/rental-property-cash-flow...Property Details:Type: Single-family homePurchase Price: $289,900Down Payment: 20% ($57,980)Loan Amount: $231,920Interest Rate: 6.85%Loan Term: 30 yearsMonthly Mortgage Payment:Using a mortgage calculator, your principal and interest will cost $1,515 per monthRental Income:Average Rent for Single-Family Home: $2,171 per monthOperating Expenses:Property Taxes: $300 per monthInsurance: $100 per monthMaintenance and Repairs: Budgeting 5% of rental income ($109 per month)Vacancy Rate: Assuming 5% vacancy ($109 per month)Property Management Fees: If outsourced, typically 10% of rental income ($217 per month)Total Monthly Expenses:Operating Expenses: $835Mortgage Payment: $1,515Total Expenses: $2,350Net Monthly Cash Flow:Rental Income: $2,171Total Expenses: $2,350Net Cash Flow: -$179 per monthConclusion:In this scenario, the rental income of $2,171 per month does not fully cover the total monthly expenses of $2,350, resulting in a negative cash flow of $179.

I recommend Steadily - PM me if you want a link. 

However, i recommend newbies start in or close to their home market.  

I would recommend house hacking unless you had plans to move out of state.

Readers should seek professional advice.

If I were to keep it, what are some key recommended improvements I could make to add value?

I'd recommend staying within 10-15% of the median priced home because that's where the most demand will be not only for renters but owner occupants as well. 

It seems I could scale my portfolio faster with an appreciation focus.Does anyone have any thoughts or recommendations on this?

I recommend speaking with @Denver McClure to see what is available given your situation.