A PPC campaign is based on specific targeted keywords. It gives you more targeted traffic, which lowers the risk of getting the wrong leads and increases your chances of conversion. We’ve found one thing about pay-per-click marketing – most companies are wasting valuable money on their existing campaigns. Furthermore, maybe more leads can be discovered, if they put some time and effort into it. There are several elements of a PPC account; that can help you move the campaign in the direction you want to move. Optimizing your PPC campaigns will sustain or improve the performance of your paid search campaigns and achieve your goals.

Google remains committed to improving; its advertising portals in terms of more advanced interface. It is challenging to decide which ones will yield the best results. There are lots of things to consider before launching any advertisements through Google Ads.

The best way to measure your success varies depending on what kind of ads you’re running and where they’re being displayed. In most cases, you have to split your Google Ads budget between a few different campaigns to achieve different goals and leads. To use your budget effectively and attract your ideal audience, you must fully understand how pay-per-click marketing works.

In this article, we will share some fantastic tips that will help you boost the performance of your search engine marketing campaigns. However, before we get to that, let’s take a quick look at what exactly a PPC campaign is.


What is PPC?

Pay-per-click (PPC) marketing is a type of online advertising in which advertisers incur costs when users click their ads. Advertisers bid in relation to the value of a click-based on keywords, platforms, and audience types. PPC advertising, also known as search engine marketing, is when a brand places an ad online and pays every time the user clicks on it. The brand does not pay for the placement of the ad, but only once a user clicks on it.

PPC marketing generally consists of two types of categories-


  • Search Ads: These types of ads appear on the search engine result page. PPC paid search ads display above and below organic search engine results when a user searches for a certain keyword. This is one of the most common forms of PPC advertising, in which brands pay through an auction-based model.


  • Display Ads: Usually consisting of text-based, image, or video advertisements, display advertising is aimed at attracting the audience of a website, social network, or another digital medium to take an action. Visitors are encouraged to click through to a landing page when a display ad is displayed.

The major goal of a PPC campaign is to increase sales, brand awareness, and generate leads/conversion. PPC focuses on the relevance of the query. Users are searching for specific products, services, and info at any given time. Advertisers have the ability to display targeted ads at that precise time for targeted keywords.


Top PPC Optimization Ideas

However, since what worked in the past is not guaranteed to work currently or in the future, it is wise to audit your current PPC plan to see where you can Improve Your PPC Performance and optimization. Not sure where to start? Here are some tips that may be helpful.


1.  Set a Clear Goal

You cannot optimize your PPC campaigns without a definite and measurable goal. Your campaign goals are what drive your optimization process. If you don’t set a clear and measurable goal for your PPC campaign, your optimization process won’t be successful. Your goal is the foundation for optimization. Ensure that you have a roadmap in place before beginning your PPC campaign. Without a proper road map, you won’t be able to navigate your campaign. If you are advertising using paid search, you must decide what you are trying to achieve. Depending on your business goals this could be increasing traffic to your website, subscribers, downloads, leads, and sales.

Your team should be able to work towards the achievement of your company’s goals if you set clear and realistic goals.


2. Create Well Design Landing Page

Online marketing campaigns usually involve landing pages. A landing page is a goal-driven page that is designed to capture leads and drive sales. Landing pages are the destination of most paid campaigns, and a lot of money and resources are expended to drive traffic to them. When people click on your ad and land on your landing page or webpage, that’s where they will arrive. Landing pages are incredibly important for deciding whether someone will buy your product or service. Ideally, your landing page should convince your audience that they made the right choice by coming to your website and that you offer a product or service that matches all of your competitors’.

Landing page optimization allows you to maximize your return on ad spend, minimize your customer acquisition costs, get more customers and minimize your ad spend. It can help you reduce the cost of customer acquisition, acquire more customers and maximize the value of your ad campaigns.


3. Keyword Quality

In general, PPC campaigns don’t get the desired results because they have too many keywords or no relevant keywords on the landing page or in the ad copy. On average, PPC campaigns produce all of their sales from only 11.5% of the keywords they include. It is such a waste to overload your keywords. Instead, you should strive to improve the quality of your keywords to Improve Your PPC Performance in a PPC campaign. The three main factors you should consider are-

  • How relevant your keyword to your ad copy is.
  • Click-through rate
  • The good user interface of landing page with for user experience

Keyword quality also helps you to enhance your quality score. If your quality score is high, your ad bid will be at a low price. It impacts your position on the search engine result page (SERP). Advertising on the digital platform is not an easy task; you should have to develop the multifunctional skill to run a successful ad campaign. Choose keywords wisely and according to your ad preference. Analyze keyword difficulty, search volume, competition, and other things to choose the right keyword quality. Also, create a negative keyword list; this will prevent your ads from unwanted search clicks.


4. Creative ad Copy

The ad copy you create for your business is the first impression of contact between you and your possible customers. As the famous saying goes, the first impression is the most important impression, so make sure your ad copy is as persuasive and engaging as possible. Create distinct ad copy that will attract more potential customers. The most effective way to capture attention online is with eye-catching headlines. Since most people scan the screen before focusing on the headline, be sure it describes your product/service in an enticing manner. In addition, your ads need to be specific and relevant. Moreover, you should avoid using irrelevant words and only include those that add value to the product or service. In addition, you should emphasize your unique selling proposition and include a strong CTA.

PPC campaigns’ effectiveness can be determined by a good CTA (call-to-action), which improves the CTR (click-through rate).


5. Use of Extension

Advertisements with Ad Extensions show additional information about your products. By providing customers with extra information about your products, you help them get to know you and your products better. Ad Extensions may also improve your visibility, boost your CTR and enhance your overall return of investment (ROI). You need to pick the right Ad Extension for your PPC campaigns in order to get the benefits from it:

  • In a Sitelinks extension, you provide links to additional landing pages to give more specific options. These extensions allow visitors to reach specific locations on your website.
  • Your ads will be improved by Location Extensions, displaying your address, phone number, and a map showing directions to reach you. They help local customers find you readily and quickly.
  • Links above your advertising appear in the form of App Extensions, which direct the visitors to an App Store or provide a direct download link of the app.
  • The Call Extension enables your visitors to call you with just one click. It enables them to reach you quickly and easily.
  • The structured snippet feature enables you to emphasize the specific category of your products and services. This ad extension allows visitors to gain a complete understanding of the nature and variety of your products and services; before they click through.


6. Mobile Usability

You cannot ignore mobile users when you create your PPC campaign. Make sure your landing pages are mobile-friendly so that you will reap the maximum benefits. Around 70% of global citizens own a smartphone today, so make sure your landing pages are mobile-friendly. Ensure you always keep an eye out for any new hot keywords that make it onto the list and update your PPC ads accordingly. 52% of PPC clicks come from mobile. Be sure to optimize your ads to make them mobile-friendly. Mobile users prefer short-tail keywords because long search terms take too much typing time on their devices. Look for ways to minimize typing as well.


7. Audience Targeting

The advertising platform, like Google AdWords, has many targeting options – you can target weekdays, hours of the day, countries, states, cities, mobile users, gender and age, etc. As an advertiser, you don’t want to waste your budget and click on the wrong audience. With optimized targeting algorithms, you will aim to increase the number of conversions delivered on the same budget and you will prioritize users who you believe are most likely to complete the desired action, rather than the base targets.

A model that identifies prospects based on their conversion probability, based on the conversion data gathered from your current audience. An expansion strategy that reaches prospects outside your existing audience provides the basis for this model.


8. Analyze Performance

Tracking the right PPC KPIs to determine where to focus your efforts will allow you to understand how to improve your campaign and make it even better in the future. Perhaps it’s time to reevaluate your PPC performance. Find more high-performing keywords, eliminate those that are underperforming, and update your ad campaigns to fit the new strategy.

The following are some key performance indicators that are essential to monitoring:

  • Return on investment
  • Click-through rate
  • Ad quality score
  • Cost per click
  • Conversion cost and rate
  • Other crucial metrics.


9. Optimize and Track your Bid

The maximum bid should be different for each keyword. For this reason, bids can be controlled individually for every keyword in manual campaigns. Keep in mind that a solid amount of data is needed to evaluate bids. So it is a good idea to revise and change in bidding method timely or once a week. You should try lowering the bid; if the average cost of sale (ACoS) for a keyword is above the target value, in order to test whether an improved ratio can be achieved between the ads spend and sales.

If the ACoS is below the target value, test whether the ads reach-and sales along with it can be improved. Increasing the bid on inactive keywords may result in a more attractive (higher) placement, which will lead to more impressions and clicks. If the keywords aren’t generating earnings or getting too few impressions, check whether a higher bid can make them active again.

For a better and more successful PPC campaign, you should always track, analyze, and optimize your bidding metric timely.



The process of optimizing your PPC campaign is an ongoing one. With new options and updates introduced every year, it’s nearly impossible not to constantly assess so you can keep your strategies updated. In spite of the shape and size of your business, PPC advertisements can help you to gain higher visibility online and boost conversions. However, if you want to ensure that your campaign is working according to plan, following a few steps is essential.

In order to achieve the best results with PPC, it is imperative that monitoring is noted continuously, and the beauty of this marketing approach is that if you take the time to analyze it, you will see exactly where your money is going. It is vital to strive to improve every single day if you want to stand above your competitors.

This post provides you with the expert view that will ensure your marketing campaign are off to a successful start. If you want to run any campaign for PPC Services our company CafeCodex offers services to you at a reasonable price. Let us know what you think and what you need help within the comments section below.


See Also: Benefits Of PPC Advertising And Its Relevancy For Small Businesses