How to improve
PPC campaign ?

Pay per click is an effective marketing strategy emerged over years! PPC campaign is a pocket-friendly task and really worth for its investment! PPC campaign management requires certain knowledge of advertising!
Have a look at the top 13 things to consider for successful PPC campaign management,

Define your goals

PPC campaign drives in numerous business and marketing goals! Most of the successful PPC campaigns are not achieved at once! Instead, the campaign management team has a clear goal that can be measured against KPI or Key performance indicators!
Before initiating a campaign, consider the following things,

  • Number of conversions to drive in per month
  • Ideal and maximum CPC or cost per conversion
  • Ideal and maximum cost per click or CPC
  • Total monthly PPC budget

It’s essential to define your goals before starting with the campaign! Specifying your goals have an impact on the bidding strategy, targeted keywords, and kind of Ads you serve!

Create account in a smart way

Account creation is a significant step in PPC campaign management! Structure your campaign and make it easy to manage by reducing the chances of bigger mistakes like,

  • Huge number of ads in a single ad group
  • Duplicate keywords and ad groups
  • Targeting single product with several ad groups
  • Targeting single product campaign with several campaigns

While starting with one or two campaign, account setup is an easy task! But, if you plan to expand more in future then consider multiple factors before laying foundation for your account setup!
Some of the smart ways for account set up,

  • Create unique campaigns according to the product categories – let your account structure reflect the structure of products or services
  • Consider your target location and language – if your campaign is targeting more than one location then create separate campaigns for each! Make sure the campaigns are relevant to the target audience and location!
  • Unique campaigns for unique advertising goals – have separate campaigns according to the marketing goals! Use the right bidding option to reflect your goal!

When starting with your campaign and ad group, also consider the management tasks to be performed down the road!

Refine your keyword list

While creating a keyword list, we initially guess what keywords are relevant to the audience without any research on hard data! As your campaign evolves, get a perfect perspective on which keywords can perform better than others!
According to strategy advertisers, while setting up your campaign start with modified broad match keywords! This provides a list of keywords that triggers your ads! Segmenting keywords allow bidding more on high converting queries! Focus on more relevant keywords to improve your quality score, consider ad relevance as an important factor!
It’s significant to remove keywords that cause trouble to your campaigns! Take your own time to review under search terms and remove keywords with,

  • Low quality score
  • Generate clicks but no conversions
  • Allows conversion but too expensive to gain profit

Removing problematic keywords will free up your budget and so, focus on high-quality keywords to achieve highest ROI!
Update your negative keyword list
Monitor your campaign performance and consistently update your negative keyword list! Monitoring allows easy identification of irrelevant keywords associated with your ads! PPC campaign experts recommend maintaining your negative keyword list rather than managing normal keywords! Negative keywords have a bad impact and so, relevance is an important factor to determine your quality score! Low relevance means low quality score, bad ad position, and poor performance!
Make regular changes to your keywords according to the trending topics! Beyond your usual search term report, focus on Google alert set up for brand keywords to discover new and trending topics!

Update and improve your advertising content

Some advertisers focus on keyword targeting and bid strategies, but they forget about the total advertising collateral! The actual advertisements and associated landing pages are significant for PPC campaign management!
Make your ad copy and call to action optimized to attract prospective targets! If the landing page offers poor user experience, it won’t be able to drive potential on-site conversions!
In case of low quality score, advertising collateral may be the culprit! So, consequently monitor the performance and take necessary step to improve it!
Always test your ad copy – even small changes may significantly impact the performance of PPC campaign! Similarly, relevant ad extension can have a big impact on your campaign!
Smart advertisers focus on setting up different ad versions and test performance according to their audience! There are options to rotate and automatically optimize the best ad performing over a specific amount of time!
Improve landing page user experience – monitor how audience interacts with your ads and website! Slow landing page may result in higher bounce rate! Certain landing page issues leads to bad user experience that frustrate visitors!
Make sure the landing page content matches with the associated ad! Generalized landing page creates a lot of confusion among visitors, so be specific and use language that reassure visitors that they have landed in the right page!

Use email alerts

Google always helps its advertisers to succeed in PPC efforts! Google supports PPC campaign management by sending email alerts with necessary information to improve your campaigns and accounts!
Usually, Google sends email notifications for,

  • Newsletters
  • Customize help and performance suggestions
  • Campaign maintenance alerts
  • Reports
  • Billing alerts
  • Disapproved ads and policy alerts
  • Special offers
  • Google market research

Advertisers take full advantage of these notifications and quickly react to the problems! It’s not an automatic service, but mostly it requires an opt-in! To receive the most important alerts, check your email notifications settings under ‘setup’ and then ‘preferences’ from Google Ads account!
You can set up Google alerts based on your preference! You can select the available reports or select the most critical reports to customize yourself! This allows Google to bring your attention into PPC accounts which requires critical maintenance!

Focus on automated PPC campaign management rules

Automated rules offer easy maintenance of PPC campaigns, this allows Google to make necessary changes to your account based on the rules! Automated rules save time and improve performance of your PPC campaigns!
Some of the ways to leverage automated rules for PPC campaign management,

  • Use special ads for promotional events on a repeating basis
  • Pause low performing keywords based on the performance metrics like low CTR, high cost per conversion, etc!
  • Make necessary changes to your bid based on the cost per conversion, bid scheduling time, potential position on page, etc!
  • Budget scheduling
  • Pause campaigns that have reached certain number of clicks
  • Increase budget for campaigns with good conversion rate

To obtain full potential, consider regular campaign management tasks and check whether it can be automated via Google! After automation, start with creating your own custom rules to save time and improve campaign performance!
Never manage everything on your own
In the recent years, Google has come up with several unique campaign management features! While starting with the PPC campaign, take advantage of these features, because effective management is not just you can do on your own!
Advertisers go with the constantly changing market, competition, and audience! It’s essential to have a PPC campaign management for even small businesses! For large businesses, PPC campaign maintenance is pretty hard to accomplish!
Google offers several internal automation features with limited use of powerful technology! Artificial intelligence and machine learning helps you discover new opportunities! No data solely depends within the bubble of Google PPC advertising! Apart from Google, there’s a wealth of data that drive even more insights from CRM platform, third-party intent data or from other sites around the web!
To obtain a complete and relevant PPC campaign performance, use technology that draws these data sources for a full picture of the market or audience! By learning the same machine learning and artificial intelligence, make significant alterations in your bid strategy, keyword targeting, or any other campaign factors! It automatically boosts conversion rates, lift ROI, and improve the overall performance of PPC campaigns!

Tune up your targeting

PPC campaigns have many targeting options! Some of the targeting options include,

Placement targeting

Select the platform to display your ad! Placement targeting is meant for display network campaigns! Select the type of website and place your ads, as target audience might frequently visit those websites!

Audience targeting

This targeting allows you to display ad based on the audience location, language, and demographics! Google display network allows interest-based targeting, where ad is displayed only to people with specific interests! It’s a good choice to target people with specific online behavior!

Contextual targeting

Contextual targeting or keyword-base targeting is useful for all PPC campaigns! It’s a primary targeting option where ads are displayed to people who look for specific keywords!

Topic targeting

It’s similar to display network ads! You can select the space to display your ads based on the topics covered on the web page! It’s a more granular level of placement targeting, not just selecting the website but specific web pages to display your ads!

Perfect landing pages

The ultimate goal of any PPC campaign is to direct users to your web page and motivate them to take desired action! This could be anything like buying a product or service, singing up, enrolling a course, etc!
While creating ads, add the destination URL that leads to your prospects! Also, its significant to select the right landing page!
Sending people to your blog or homepage is an unnecessary step in your sales funnel!So, always direct people to the landing pages that assure high conversion rates and most likely to get potential business! The ultimate goal of PPC campaign is conversions and not just web traffic!

Optimize your Ads

Ads are the most granular level of your PPC campaign structure! Ad content ultimately decides whether people will click it or not. So, it’s important to create appealing ad copy that immediately grab’s the attention of audience and get instant clicks!
Some of the key features to optimize your Ad content,


Title is a strong and attractive part of your content, this encourage people to click on the ad! Headline are usually compelling, some tips for an excellent headline,
Make it short, relevant and to the point
Use statistics or numbers to build trust
Convey any shocking or controversy to grab the attention
Use positive words to generate emotional reaction in people
Convey the most important information in your Ad title
Use top space to convey offers, discounted price or any such promotions!


Body is the main content that conveys the message about your product or service! Advertisers use text, images, videos, or a mix of these in the ad content! Usually, people prefer visual content rather than text-only ads!
Use any type of content and optimize it for more clicks,
Select a clean ad layout that provides all the information in a clear and precise manner
Keep the points short and provide enough white space between text
Use font that looks good and easy to read
Mention key points that allow people to click on it
Make it mobile-friendly with short sentences

Add your brand logo

While using images and videos, use high-quality content without blurring

CTA or Call to action

CTA is the final step that urges your customer to sign up, click or purchase! Click on CTA directs people to another page where you get actual conversions! To create a compelling CTA, consider the following strategies,
Use power verbs that motivate people to take action
Keep your CTA interesting and allow people to learn more
Place CTA button in a visible spot and focus on it
CTAs usually create urgency like limited time offers, etc
Go with visually appealing colors for your CTA button

Run a remarketing campaign

PPC campaigns don’t support new customers alone, instead they retarget existing customers!
Remarketing campaign helps you target people with some previous interactions to the brand! As people are aware of your brand, it’s easy to convert them into new lead!
Remarketing targets different user group based on their past online behavior and interests
If someone checked a product but left without purchase, remarketing allows personalized ad showing to encourage people to purchase the product! This is because; these customers are already interested in purchase and require a push!
Be clear on the type of targeting users and use dynamic retargeting for successful remarketing campaigns

Use A/B testing

A/B testing is the final thing to consider in PPC management! Test your ads and optimize it! A/B testing shows one ad to a specific percentage of audience and another to the rest! This allows you to compare between ads and identify which works better with your audience!
A/B testing test different elements like CTAs, images, headlines, colors, etc! use A/B test for each ad element and ultimately create the best ad copy!
Get valuable insights into your CTA placements, effectiveness of visual elements, layouts, etc! This allows you to design better ads in future and so, PPC campaign is a worthy investment!

PPC campaign management is an easy task while understanding the above given tips! Follow the above steps for a smooth and effective advertising! Boost sales with creative PPC advertising!

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