Boost Your PPC Performance With These Quick Tips


PPC is one of the most effective modes of online advertising and marketing.

With increasing internet popularity and booming e-commerce, PPC has become a quick-fix solution to secure a top slot for various searched keywords.

PPC is one of the extremely effective tools to bring qualified and targeted traffic to your website.

Achieving great results in PPC campaigns is quite an accomplishment.

But being able to consistently produce campaigns that fetch awesome results is what you need.

In order to achieve consistent PPC results, you need to optimize your PPC campaigns. Click To Tweet

When it comes to PPC advertising, there are countless adjustments that can be made to optimize your campaigns.

You should always optimize your PPC campaigns, so we thought we would put together this list of easy optimization tips you can apply.

These tips will give you a starting point for further improvements and will increase the return on your advertising spend.

Quick Tips to Boost PPC Performance

1. Create A Powerful PPC Campaign Structure

To set yourself up for PPC success, the very first thing you need to know is how to structure your PPC campaign structure.

Setting up a proper campaign structure forms a strong backbone for your PPC accounts. Click To TweetYour PPC campaigns should have a well-defined structure with predefined objectives.

Remember, not having a well-structured PPC campaign is like driving a car that has no brakes….. Accidents are certain to happen.

Having an organized and effective structure for your PPC campaigns will:

  • Help you to balance your budget spending.
  • Increase your account management efficiency.
  • Boost your PPC performance.

To create a useful PPC account structure, your campaigns should be segmented.

Segmentation of campaigns leads to more tightly themed Adgroups and keywords.

You can segment your campaigns in the following ways:

  • Based on the products and services.
  • Based on the geographical location.
  • Based on keyword match type.
  • Based on brand or generic names.

A strong and powerful campaign structure acts as a foundation for achieving an outstanding PPC performance.

2. Pause Keywords With Poor Performance

Sometimes a single keyword can hurt the performance of the entire PPC campaign.

This type of keyword is popularly known as Non-Performing or Poor Performing keyword.

Identify non-performing keywords that are doing nothing but simply burning your budget. Click To TweetBut the question is how are you going to identify the keywords that have poor performance?

It is simple!

By analyzing the performance of the keywords over a period of time.

Make sure that the keywords have been running for a long time so that they have appropriate time to get searched by the users.

If the keywords are still not performing well, investigate the reason for their poor performance before pausing them.

The reasons for keywords to underperform are:

  • The keyword’s bid is not high enough.
  • The keyword has low search volume.
  • The match type of the keyword is either too broad or too restrictive.
  • The keyword has low CTR.
  • The keyword lacks relevancy.

It is crucial to pay close attention to the performance of the keywords on a daily/weekly basis to prevent losing hundreds or thousands of dollars on few poorly performing keywords.

Be prepared to get merciless with poor performing keywords.


You don’t have the time or money to waste on those keywords that aren’t performing for you.

3. Optimize Ads & Ad Text

Not continuously optimizing the ads and ad text is a problem.

Customize your ad copy according to your potential customers. See and decide which ad copy of yours will attract the user.

To attract your potential customers you will have to create fascinating ad copy. To do this effectively, you need to include your targeted keywords in your ad text with the help of Google Adwords.

Excellent ad text is a crucial step in getting searchers to your site. Click To Tweet

Your ads won’t get clicks on them if they are not compelling and relevant to the keywords.

This will result in less traffic.

In order to improve your PPC performance, you should have a habit of regularly testing your ads & ad text.

To have great ads performance, with lots of impressions and high CTR, follow these tips:

  • Make sure your keywords are highly relevant to your ads.
  • Use ad variations to test and compare the best performing ads.
  • Enable site link extensions to allow more clicks and traffic.
  • Make your ad copy simple, to the point and include a clear call to action.
  • Schedule your ads for specific hours of the day to avoid unwanted spending.

To optimize your ads, perform A/B testing on your ads to measure the effectiveness the ads on your PPC campaigns.

Create a similar version of your best-performing ad to check whether changing a specific part of the ads results in better CTR and conversions.

Discard your nonperforming ads and create different ads for further testing.

A/B testing for PPC campaigns focuses on adjustments in the message content, headline, and call to action.

4. Bid Optimization

After discovering new keywords and analyzing your best performers, it is now time to adjusts bids in order to stay competitive and accomplish best results.

Depending on your marketing strategy, bid optimization can remarkably change from one campaign to another.

You should always determine which type of bid strategy is appropriate for your campaign. Click To Tweet

First, you need to decide whether you want to use automated or manual bidding.

(A) Automated Bidding

It is the process of allowing the algorithm to control ad groups or keyword-level bids based on performance and goals.

It has the ability to handle large or complex accounts.

Automation can give you the freedom to manage your bid accounts on a macro level.

It can also save your time by taking over the bulk of bid and budget control.

Automated bidding set bids to optimize the following objectives:

  • Maximize Clicks
  • Targeting specific ad location on the result page.
  • Gaining as many conversions as possible.
  • Raises your bid for a click that is more likely to convert into a lead or sale.

(B) Manual Bidding

It involves managing your bids straight through AdWords or Bing. It means making bid adjustments whether an increase or decrease based on a number of factors such as past keyword performance or ad position.

This type of bidding involves the highest level of control and the ability to make swift changes.

Manual bidding gives you the opportunity to get very granular with your bids.

With manual bidding, you can make sure that your high performing keywords are getting high bids to compete.

Whereas, you can decrease the bids of non-performing or low performing keywords to save your budget.

Manual bidding set bids to optimize the following objectives:

  • It helps you to maintain complete control over bids and budget.
  • It is sufficient for smaller accounts.
  • It ensures that your changes are in effect without delay.
  • It gives you the ability to react quickly to the always changing online environment.

You can read more about how to implement effective PPC bidding strategy our previous blog post

5. Add Negative Keywords

Negative keywords are like a boon for PPC campaigns in the sense that they save your budget by preventing the ads to be showcased to wrong people.

Negative keywords regain your control over PPC campaigns. Click To Tweet

They are an integral part of your PPC campaigns.

You are filtering out unwanted traffic by adding negative keywords to your campaigns. This will help you to reach to your most appropriate prospects while lowering your costs.

To add negative keywords to your PPC campaigns go through the following steps:

Step 1: Find your negative keywords.

Step 2: Prepare your list of negative keywords.

Step 3: Go to “Negative Keywords” in your Google Adwords Account.

Step 4: Enter your negative keywords.

You can add negative keywords in either exact, phrase or broad match type.

But be careful while using broad match type for your negative keywords as you would not like to cancel out a search term that could be beneficial to your campaigns in the future.

To reduce costs and improve results significantly you should continuously build and monitor your negative keywords list.

The most compelling way to identify negative keywords is by looking at what people are actually typing into Google to make your ads appear.

Benefits of building a negative keywords list are:

  • Your ads will not be shown to the irrelevant target audience.
  • Overall CTR will be higher.
  • You will save money by reducing CPC.
  • The ROI of your campaign will increase.

Try adding negative keywords on a weekly/monthly basis.

This will save you from wasting your time on irrelevant searches that will never convert.

The more negative keywords you will add, the finer tuned your PPC campaign will become.

The amount that you save from adding negative keywords can be used to raise your daily budgets.

6. Optimize Your Landing Pages

After optimizing your keywords, ad texts, and bidding strategy for top performance, the next consideration should be landing page optimization that drives results.

Your landing page is that part of your PPC campaign that you have 100% control of. Click To Tweet

Landing pages literally serve as the location where your potential customer will “land” on your website.

Therefore, your landing pages should be optimized at every level of the marketing funnel.

Landing page optimization is the process of creating well-designed pages for visitors and optimizing each element of the page so as to maximize the number of visitors that complete your desired goals.

Requirements for an optimized PPC landing page include:

  • A strong Headline.
  • Clear and attractive Design.
  • Concise and convincing copy.
  • A user-friendly landing page form.
  • A clear Call to Action.

You can do A/B testing of the landing pages which version is more effective.

For landing page optimization, you can test different paragraph, text size, images, color schemes, submission forms etc.

One thing to remember here is that while conducting A/B testing for landing pages, change only one element at a time so that you get to know which element drove a difference in response.

You can read some of the good landing page optimization tips at this Unbounce blog post

Landing page optimization has two primary benefits for your campaigns:

  • More Leads: It makes most of your clicks convert into leads and sales.
  • Better Quality Score: Well designed landing pages achieve better Quality Score because they are more in coordination with the searcher’s intention.

The ultimate goal of PPC landing page optimization is to better engage your target audience so that you can drive in more leads and sales.

7. Track Every Element of PPC Campaigns

I think most of the search marketers would agree that PPC is not a “set campaign and forget” advertising medium.

Campaign tracking is the core element is measuring the success of your PPC campaigns. Click To Tweet

It is one of the successful ways to highlight successful actions from the visitors.

Pay per Click allows you to see where every part of your spending is going.

You get to know exactly how much you are spending and how much revenue is being generated.

In addition, PPC advertising also shows which of your keywords and ads are producing the best results.

Hence, it becomes really important to track every element of a PPC campaign from the very beginning.

As a PPC marketer, do not jump from one conclusion to the other.

Having an in-depth analysis of your data is important to improve the performance of your PPC campaigns.

You should track the following key statistics:

Tracking PPC campaigns accurately will help you to maximize your ROI and overall performance.

Without tracking you will not be able to measure conversions, bounce rate, new visitors etc.

Hence, it should be one of the foundational steps while setting up your PPC performance.

The goal of campaign tracking is to inform you about campaign decisions. It gives you a strong knowledge of your current and past performance as well as the insight to uncover and address problems and opportunities that you were unaware of.

8. Multi-Channel Marketing

Multi-channel marketing is simply marketing across different channels.

In context with PPC, it refers to different digital channels and devices with internet access.

Multi-channel marketing is not just about marketing across different channels, but also integrating all the channels in a single marketing strategy to the target audience which use different channels and devices.

With multiple-channel marketing, you can interact with customers across different channels.

To charge up your PPC performance, make multi-channel marketing a part of your PPC management. Click To Tweet

By doing this you can increase your company’s online presence and solidify name recognition, branding, and trust.

The importance of Multi-channel marketing is:

  • Better customer understanding: You will have a better understanding of your customers when you track their behavior through different channels and devices.
  • Customers are given choices: Customers are given a number of options to interact with you by the device or channels they prefer.
  • Brand value is increased: Getting connected with your customers through all channels makes them comfortable with your brand.

Multi-channel marketing increases the chance that the searchers will recognize your company name and product, this initiates more leads and sales.

9. Add Ad Extensions

If you are looking towards improving your CTR, consider using Ad Extensions.

Ad Extensions are a type of ad format that shows extra information about your business.

It not only improves your ad’s visibility but also increases the total number of clicks by improving your CTR.

Ad Extensions highlights the benefits, features, and details of your product. Click To Tweet

Types of Ad Extensions

1) Manual Ad Extensions:

They are customizable add-ons to your search ads that provide additional details about your product or service.

Manual Ad Extensions are of the following types:

  • App Extensions:

    It promotes your apps across PCs, tablets, and smartphones. Promoting app installs in your ad increases downloads and usage of your apps in addition to the website visits.

  • Call Extensions:

    It provides your business phone number along with ad text. This makes it easier for searchers to call you.

  • Location Extensions:

    It improves your ad by showing your address, phone number and a map marker to your customers. Location Extension makes it easier for your customer to reach out to you.

  • Review Extensions:

    It allows a third party to review your ads. Potential customers like to know the experience of other customers when buying a product/service. Sharing positive reviews from a reputable third party can enhance your ads.

  • Sitelink Extensions:

    It allows you to show additional links to your site below the ad copy.

  • Callout Extensions:

    They allow you to add more text to your ads. With it, you can add short clips of text that helps your ad to stand out.


2) Automatic Ad Extensions:

They automatically pull data from various sources to create an extension for your ad.

Automatic Ad Extensions are of the following types:

  • Consumer Rating Extensions:

    They are generated from certified Google Sources and consumer surveys. The ratings are out of 10.

  • Previous Visit Extensions:

    It includes a short footnote telling the user if they have recently visited the site.

  • Seller Rating Extensions:

    They are automated extensions that add your store’s rating out of 5.

  • Dynamic Sitelink Extensions:

    They link to a popular offering or a piece of content on your website.

  • Dynamic Structured Snippets:

    They show additional information about various categories of your site.

The feature of Ad Extension is provided at no additional cost and is one of the best techniques that can increase both your visibility and ROI.

10. Combine PPC with Organic Search Marketing

To make your online advertising more effective, it is a good idea to combine PPC with Organic Search Marketing.

When PPC and SEO are combined, it can help you to dominate Google’s Search Results in both organic as well as paid search.

PPC and SEO efforts complement each other and lead to a more successful search strategy. Click To Tweet

When a consumer notices that a brand has a presence in both organic as well as paid search, they are more likely to click through.

Presence in both the areas makes you influential and an industry leader.

By combining PPC with SEO you get a chance to cover all areas as some customers prefer organic search while the others are influenced by paid search.

PPC advertising allows you to display your ad in sponsored results section of the SERP.

SEO ensures that your website is ranked among top searches in SERP

When combined, these two can immensely increase traffic, leads, and conversions to your website.

Thus, the combination of these two makes your website the top searched one.

Most common benefits of combining PPC with SEO are:

  • Earn twice the visibility.
  • Increase the probability of conversion.
  • Increase the CTR
  • Increases brand exposure.
  • Protects your online reputation.
  • Optimizes your spending.
  • Provides more in-depth market analysis.
  • Boost Ecommerce sales.


Optimization of PPC campaigns is not a one-time activity. Moreover, there is always room for improvement.

When you have the right PPC campaign optimization strategies, you will improve your ROI, Get higher CTR and Quality Score and reduce Cost per Click.

A standardized PPC strategy helps you to achieve all the desired marketing goals.

Therefore, Optimization of PPC campaigns becomes quite essential.

Hopefully, the above tips to optimize your PPC campaigns was helpful enough to get you started with a fresh thought of improving and perfecting your PPC campaigns.



Characteristics a Successful PPC Manager Should Have


PPC advertising is one of the most efficient forms of online marketing.

It is one of the fastest ways to drive qualified traffic to your website thus converting traffic into potential leads.

PPC has developed into a popular industry where small and large businesses depend on it because PPC here acts a driver of revenue and profit.

As a result of its remarkable growth and significant impact on organizations, the need for its management has also increased.

But not just anyone can manage a PPC campaign.

To run a successful PPC campaign, you need someone with an extensive set of skills and characteristics.

Great PPC specialists have certain qualities in them that make them different. Click To Tweet

They develop strategies, make recommendations, administer and manage PPC campaigns for their clients.

So if you are looking forward to becoming a good PPC manager, make sure that you have the following characteristics.

Characteristics of a PPC Manager

1. Proactive

In this ever-changing world of digital marketing, you need to be a proactive manager to be ahead of the game.

Online advertising is consistently seeing changes.

A proactive mindset will make you a successful PPC Account manager. Click To Tweet

A proactive mind is that which is capable of thinking of different ways to solve a problem.

As new products and features are constantly emerging, you should be able to identify these changes and apply to the PPC campaign.

You need to keep yourself updated will all the PPC related updates.

You should know how to utilize the new features to your campaigns the moment they are rolled out so that you gain a competitive advantage from them.

As a proactive PPC manager, you should know how to manage your ads, when to run comparison tests and when to check competitors for updates.

A lack of proactivity leads to outdated accounts which are way behind when it comes to competitor analysis.

Being proactive will prevent you from having an inactive account and it will give you a competitive advantage of being ahead in the race.

Staying ahead of your competitors is a key to success when it comes to PPC management.

2. Analytical Thinking

PPC management is more than just impressions, clicks, and conversions.

There is an abundance of data available through engine interfaces.

To analyze PPC campaigns effectively, you should have an analytical mindset. Click To Tweet

Analytical thinking means recognizing figure based problems and conducting measures to solve them.

Analytical Thinking skills are a powerful thinking tool for better understanding of complex PPC problems.

You should closely monitor the data, figures, and statistics to make correct decisions and to recognize the potential for improvement.

You should also know how to interpret the data and convert it into a forceful communication with your client.

To become a successful PPC manager, you should know how to digest and reproduce the data into actionable reports.

If you can manipulate and analyze data to help boost the performance of the campaign, no wonder you are going to be a successful PPC account manager.

The ability to analyze data, draw conclusions and creating strategies according to the analysis makes a great PPC account manager different from the average ones.

3. Effective Communication Skills

Without an effective communication, the client and account manager relationship will collapse.

You should have effective communication skills because this job requires adequate and clear communication.

Clients are an important aspect of PPC management, so it is essential that you have strong communication skills to explain how your PPC strategies and management can drive improvements for your client’s business.

The quality of communication has a direct impact on your PPC account. Click To Tweet

By exchanging views with others you will acquire knowledge that will help you to strengthen your relationship with clients and customers.

To understand the client’s needs you should have good communication skills so that you can set up the campaign and manage it accordingly.

You should be effective enough to communicate what PPC is, what is does and how is it going to benefit the client’s company.

You should be able to collaborate with other PPC managers and adjusts strategies to get better results.

To build strong trust and confident relationship with your clients, you should have effective communication with them.

Good communication skills are essentially important in the following areas:

  • Know exactly how much information to give. Too much or too less information will result in chaos.
  • Be responsive and proactive while communicating.
  • Be able to explain complicated things in an easier way.

4. Organized

As a PPC account manager, you will have to manage a number of accounts at a given time.

“Being organized is being in control.”

This applies in the PPC management space.

If you are organized, all your campaigns will be in control and there will be less or probably no chances of confusion.

Leaving things for later results in discord of campaign harmony.

Organize your workload according to priorities.

You should not put off things for tomorrow which can be completed today.

Without being organized, it is easy to lose track of what tasks you have to do. Click To Tweet

So being organized becomes a necessity for you because your most important job is to track the results of your campaign over time.

As a PPC manager, you need to know the proper number of ROI, conversions, and other metrics so that you can compare your current status with your previous ones.

Without comparison, you can’t tell if your PPC campaigns are generating results or not. So here being organized becomes important.

Being organized includes:

  • Prioritizing your campaigns.
  • Signing up for and responding to alerts.
  • Setting up your own alerts for emergency situations eg shortage of impressions.
  • Regular analysis and testing of campaigns.
  • Keeping track of big and small changes in the campaign.
  • Having an organized to-do list.

5. Mathematical Skills

Of course, it does not mean that you should hold a Ph.D. degree in Applied or Advanced Mathematics.

But understanding the numerical trends is important to understand what is happening in the PPC account.

The link between marketing and mathematics has become very strong nowadays. Click To Tweet

So it becomes really important for you to have mathematical skills to become an efficient PPC manager.

To analyze data, figures, and statistics in your day-to-day work, you should possess mathematical skills.

Having mathematical skills is important because it makes it easy for you to measure the performance of your PPC campaigns and make changes and improvements wherever required.

By interpreting the numbers correctly, you can boost the execution of your PPC accounts.

6. Data Driven

PPC data includes clicks, impressions, conversions, ROI and a lot of other metrics.

PPC is an abundant data platform and it requires people who are data oriented. Click To Tweet

You need to become a data-oriented professional to read through all the available data and segregate that data which might help you in your PPC management.

When planning a PPC campaign you should know the effect of that campaign by analyzing it using the data.

To know how well your ads are doing and what changes you need to make to get more conversions, you should have the knowledge of reading the data.

Knowing how to project and predict outcomes from charts and graphs is also important.

Since PPC has an overabundance of data and sometimes the data is too much which can cause panic.

But if you are a data-driven PPC manager, you will know how to sort and use the data effectively.

7. Creative

Being familiar with the latest PPC trends is not enough, as a good PPC manager, you should be creative as well.

Only little can be written with a PPC ad as they have character limitations.

In spite of this character limitation, you should be well versed with creating provoking ads.

To make sure that your ads get more clicks, use your creativity to make more interesting and targeted ads that most searchers are likely to click.

Creativity also plays a critical role in forming your keyword strategy. Click To Tweet

Being a good PPC manager, you should know also connect with the audience by making emotional ads.

You should also be creative enough to look for opportunities that can get you ahead of your competitors.

8. Desire To Learn

PPC management is dynamic in nature, things keep on changing so there is always something to learn.

As an efficient PPC manager, you should be willing to know about the newest/latest trends in the world of PPC management.

The desire to learn is an essential condition in PPC management. Click To Tweet

You should possess the desire to learn more about PPC industry and see how can you make the best use of opportunities.

Being well-versed with the PPC industry trends is not only a good habit but also a requirement.

Therefore, to become a successful PPC Manager, you should be willing to learn and be passionate about learning.

9. Passionate

If you are someone who sees PPC as your career then you are surely passionate about it.

If you include terms like ROI, CPC, CTR in your daily conversation, you are surely a passionate PPC manager.

Successful PPC managers are passionate about their PPC campaigns.

So, to become a successful PPC manager, you should be passionate about online advertising especially PPC.

If you are passionate about PPC, even on your most hectic days you will love talking about it.

Another reason for being passionate about PPC is that it will voluntarily keep you engaged with the PPC industry.

Passion is also important because it shows a sign that you are willing to learn and improve. Click To Tweet

10. Business Minded

Running a successful PPC campaign is more than just driving traffic for your clients.

Don’t just confine yourself to PPC campaigns, be business oriented.

It includes driving relevant traffic at the right time.

As a good PPC manager, you should understand more than just the marketing side of PPC and should have a full grasp of the PPC industry.

Apart from understanding the potential customers of your client, you should also understand the financial aspects of your client’s company as well.

Knowing which product of your client makes the most conversions and which product increases value can play a large role in the bidding strategies for your campaign.

Being a business-minded PPC manager will make you an asset to your company Click To Tweet.


We hope by now you must have noticed what characteristics you need to inculcate in yourself to become a successful PPC Manager.

Great PPC specialists are the ones who love PPC Industry and wants it to get better.

It is no longer your job to just sit around PPC campaigns, if you want your PPC Management system to be successful you must be versatile and have the above characteristics.

Also, ensure that these traits are enhanced and developed over time to make your PPC campaigns success a continuous process.

So to conclude, we would like to say that with the above characteristics you can take your PPC campaigns to a Whole New Level

How to Clean Up PPC Campaign Keywords

There are lots of reasons to clean your PPC keywords. Some of them can be:

Beginning of a season
Ending of special offer
Poor Performance
Irrelevant Traffic
Failed Experiments
And the list goes on and on.

PPC Keyword cleanup is not a rare phenomenon. It’s part of PPC management.

Keyword research is the most important element of PPC. Click To Tweet
Keyword Research is the act of trying to find the right keyword or keywords that will help you rank ahead in search engines.

Therefore, for better results on PPC, it is important to bid on the right keyword because keyword relevancy determines the quality score.

Everything needs some kind of refinement at regular intervals and so does PPC keywords.

You can read a good article on keywords research at Moz- Beginners Guide to keyword research

After running your PPC campaigns for few weeks, your account needs refinement for optimization. All you need to is sort out unnecessary things that have collected in the past.

There are a lot of things that you need to clean up regarding PPC but in this post, we focus on keywords.

1. Clean Your Account Structure

The very first thing to start cleaning is your Account Structure.

Though this can be a very tiresome and uninteresting part but to make sure that your account remains fruitful, you need to perform this task.

Scan and examine your ad groups and PPC campaigns. Analyze their performance.

If you find that some ad campaigns are underperforming or not bringing any value then stop them straightway.

If you manage large accounts then probably this will be the most difficult task for you.

Once you are done with this, move ahead to reorganizing your campaigns and categorizing your groups.

Reorganize your PPC account and categorize your groups for better performance. Click To Tweet

Make sure that each ad group has appropriate and matching keywords so that when the keywords are used in a search, the ads that are shown matches to them.

Visitors are most likely to convert if they find a similarity between the search query and advert.

Moreover, place your top-performing and best keywords in separate ad groups and create targeted copy for each.

You can read this post to know more on How to Structure Google Adwords account.

2. Organize your Keyword Lists

After cleaning your account structure, the next step is to organize your Keyword lists.

To guarantee effective running of your PPC campaigns, you need to focus on the types of keywords and the keyword lists that you have created.

Remove keywords that are outdated, underperforming, receiving no/low impressions. Click To Tweet

These keywords can have an adverse impact on the overall Quality Score (QS) of the ad campaign in the long run.

In every 30 days, try to clean up inactive keywords who have failed to generate traffic or impressions.

A good strategy for effective bidding is to bid highest for exact matches, then for phrase matches and lastly for broad matches.

By doing this, you will be bidding highest for most relevant searches.

After eliminating unnecessary keywords, start testing new keywords by the help of competitor research.

Since new keywords are always arising, so it is important to be updated with the keyword trend.

After identifying new keywords put them into ad groups.

Revisit your long term keywords and discover those that have a track record of conversion.

The addition of these keywords will improve your conversions as well as Cost per Acquisition.

3. Clear Seasonal Keywords

Clearing seasonal keywords is very important for B2C accounts. But it should be implemented in B2B accounts as well.

If you are running a B2C Ecommerce store or are into a B2C industry, and letting your seasonal keywords run outside the seasonal holidays. You will probably drain your PPC Budget.

While clearing your seasonal keywords, pause all the keywords that are inappropriate to the current season.

Quickly review seasonal keywords and pause those keywords that are not being searched anymore.

While pausing irrelevant keywords, think again about your budget allotment.

For example, when the winter season gets over, you can pause the keyword “winter woolen caps” and instead redirect your resources to currently trending keywords like “spring hats”.

4. Adding Negative Keywords

A negative keyword is that type of keyword that prevents your ad from being shown by certain word or phrase.

Adding the right negative keywords enhances PPC profits significantly.

In our previous blog, we wrote about how to use negative keywords effectively.

In order to add the negative keywords, you need to execute a detailed search analysis in 15 days, 30 days, 60 days and 90 days time span to decide on the targeted keywords.

After jotting down the keywords that attract a non-targeted audience, negative match these keywords at the ad group, campaign, and the account level.

By using negative keywords, you can effectively control who can see your ad. Thus, you can ensure that you aren’t paying for irrelevant clicks.

By adjusting your negative keywords, you will increase the visibility of your ad to the interested people thus leading to more conversions.

Negative keywords act as a shield to protect your Ads from irrelevant clicks.

It increases the CTR, the conversion and improves the Quality Score.

5. Remove Duplicate Keywords

Duplicate Keywords are not recommended as they degrade the performance of your PPC campaigns.

The main problem of having duplicate keywords in different ad groups is that it creates internal competition.

You land up bidding against yourself, increasing your Cost per Clicks and reducing your Quality Score.

When you perform PPC cleanup, check for duplicate keywords. Either pause the keyword that has lowest conversions out of the two or simply remove it.

You can use duplicate keywords in the following cases:

  • When you are serving ads with different geographical locations.
  • When you are serving ads with different match types.
  • When you are serving ads with different networks.

6. Deleting Low-Quality Score Keywords

Quality Score measures the quality of your ad, keywords, and landing page.

The Higher relevance of your ad means higher Quality Score for you. Click To Tweet

But there are certain keywords that restrict you from getting a high-Quality Score.

Keyword Quality Score has a significant influence on the success as well as the cost of your PPC campaigns.

If you are trying to improve your Quality Score for the long run, eliminating Low-Quality keywords would be a right step.

However, aimlessly deleting the Low-Quality Score keywords is not always the best solution.

You need to carefully analyze and trace out those keywords who possess a Low-Quality Score for a long period of time.

Before deleting the Low-Quality keywords focus on these two things:

  • Identify the most likely to succeed Low-Quality Score keywords.
  • Make a whole new campaign for your Low-Quality Score keywords to keep a track of their performance.

If still, the keywords are receiving Low-Quality Score- delete them.

Poor CTR and lack of relevancy may also be the reasons for the keywords to have Low-Quality Score.

By improving your CTR and making your keywords relevant, you can easily convert the Quality Score of your keywords from low to high.

7. Grouping Keywords

Grouping Keywords means arranging them in an appropriate manner.

It is one of the most important yet most overlooked PPC marketing activity.

It is the process of making the keywords tight, well organized, and high performing.

Organize your ad keywords according to themes and keep them directed. Click To Tweet

Grouping keywords brings combined benefits to your PPC campaigns. Some benefits are:-

  • High Click-Through Rate

  • More Conversions

  • High-Quality Score

  • Low Cost per Action

And these factors help to maximize your ROI.

While grouping keywords, you must pay special attention so as to make the keywords perform effectively.

Keywords will deliver the desired results when subdivided into appropriate groups. Thus, grouping keywords are essential.

Targeting the audience becomes easy as specific keywords have a higher probability of reaching out to the target audience.

What if you went to a cloth store and all the clothes were mixed up? If you went to buy a pair of jeans, you would be there for hours sorting through cardigans, hoodies, shirts, trousers, and what not!

This is what exactly happens when you don’t group your keywords.

The best way to group your keywords are:-

  • Organize and segment your keywords into small and significant groups.
  • Convert your keyword Groups into Adwords ad group.

You can also group keyword on the basis of match type and performance.

Remember, do not add lots of keywords in an ad group because stuffing keywords:-

  • Lowers the performance of your PPC.
  • It reduces CTR.
  • It leads to irrelevant impressions.

8. Refining High Performing Keywords

High performing Keywords are those that actually generate business for you. These keywords are the ones that make you achieve your goal.

High performing keywords are worth keeping as they are the main reason for the success of your PPC campaign.

Many advertisers think that leaving the high performing keywords to run on their own is a good option.

Though it is not!

As we say there is always room for improvement so is the case with high performing keywords as well.

You can increase the performance of high-performing keywords in the following ways:

  • Examine the search term report and check keyword performance.
  • Make separate campaigns and budget for high performing keywords.
  • Analyze the average position of high performing keywords.
  • Check the CTR and Quality Score frequently.
  • Make changes in the bidding Strategy to get maximum returns.
Observe your high performing keywords and adjust bids accordingly. Click To Tweet

9. Eliminating the Non-Performing Keywords

Unfortunately, not every keyword in your PPC campaign will work out. Those keywords are called Non-Performing keywords.

They possess a danger to your PPC campaigns.

It becomes really necessary to pause these keywords because it only costs you money and does not generate any lead or sale.

You can read more about how to identify non-performing keywords in our previous blog post.

Basically, there are three types of Non-Performing keywords:-

Keywords with no impressions:

These keywords simply waste your time and money. These keywords are those which are not searched by Google users.

Give certain time to these keywords expecting them to improve. But do not spend much time on them.

Keywords with impressions but no clicks:

These keywords show your ad in the search query but do not meet the requirements of the users.

Hence, the ads with these keywords do not get clicked because they are irrelevant to the needs of the users.

Non-Performing Keywords lower your CTR and bring down your Quality Score. Click To Tweet

Keywords with clicks but no conversions:

Generating clicks are not enough. If the keywords are not generating conversions simply means that they are not performing well.

These keywords should be eliminated at once because they increase your Cost per Acquisition and damage your budget.



PPC keywords cleanup process bears relevance since it removes all the factors that slow down your PPC success. Avoiding PPC keywords cleanup will lead to campaign sinking.

While analyzing your PPC keywords you have to examine which keywords you need to remove, pause, refine, and add so as to make your PPC campaign performance reach its desired level.

I hope these suggestions will certainly prove productive for you in the long run while determining your PPC success.

Are You Running Google Shopping Ads in The Right Way?

Google Shopping Ads is a service that lets consumers search for products and compares prices through Google search.

It is a perfect platform for E-commerce business owners to promote their stock online, boost traffic for their websites and to find potential customers.

Google Shopping Ads are based on 2 platforms i.e. Google Merchant Center and Adwords.

Google Merchant Center is where your product feed lives i.e. the details of your product. Adwords is where your shopping campaign lives.

To get started, you will have to send your product data to Google with Google Merchant Center and create a campaign in Adwords.

Then, Google uses your campaign to create ads and shows it to your potential customers.

Google Shopping Ads are different from Text Ads because it consists of a product image, title, price, store name and other descriptions.

The only problem with Google Shopping is that there is no keyword targeting and you will have to depend on Google to find the most relevant keywords for your product.

Having no or very less control over the Google Shopping Ads can sometimes be really disappointing.

Google shopping doesn’t really give you the opportunity to choose keywords for your ad. Click To Tweet

Advanced Tips for Google Shopping Ads

Below are some tips that can help you to optimize your Google Shopping campaign and improve ROAS.

1. Use Negative Keywords to Stop Wasting Ad Spend.

Google Shopping doesn’t allow keyword targeting.

So, search results are based on the information that you provide in the data feed.

To add some control in Google Shopping you should use negative keywords.

By using negative keywords you are basically telling Google for what keywords you don’t want your product ad to show up. This is essential because then you won’t be paying for irrelevant clicks.

Negative keywords help the retailers to refine or filter their targeting by showing your ad to those who are more likely to click on the ad.

Let me give you an example for better understanding. Let us say you are an online laptop retailer and you are selling “Silicon” laptops. Google will still show your ad to people who are searching for “Silicon” Desktop Computers.

But you don’t sell desktop computers so you will add “desktop computers” as a negative keyword.

Negative Keywords will make sure that your ad reaches the target audience only. Click To Tweet

By blocking irrelevant queries, the negative keywords help the advertisers to decrease the cost per click which in turn enhances the ROI.

Negative Keywords also improve the Click-Through Rate of the ad thus having a long-term positive impact on the Quality Score.

Be careful while choosing negative keywords, the wrong choice of negative keyword might accidentally cut off your traffic.

2. Use Multiple Campaign Method to Filter Products

This is one of the best methods to optimize your Google Shopping Campaigns. It also allows you to separate your products into more specific categories.

Multiple Campaign Method enables you to build a granular shopping campaign. Click To Tweet

The priority setting tells Google Shopping which campaign should be used first for a query.

If you are advertising the same product in multiple Shopping Campaigns then, campaign priority is useful.

Campaign priority determines which products you want to get displayed from in case you have multiple shopping campaigns running with similar products.

Here, the deciding factor will not be the bid but the campaign priority.

1. High-Priority Campaign:

This campaign is served with as many ads as possible. Ads that come under this campaign are preferred first. Google will use the bid from the High-Priority Campaign first.

If High-Priority Campaign runs out of budget then Google moves on to the next Priority Campaign.

2. Medium-Priority Campaign:

This campaign is served with ads only when the bid of High-Priority Campaign gets exhausted. Ads that comes under this campaign are preferred after the High-Priority campaigns.

3. Low-Priority Campaign:

When there are no more ads to serve in High-Priority campaigns and Medium-Priority campaigns then the ads are served in Low-Priority campaigns. The ads served here are preferred after High-Priority campaigns and Medium-Priority campaigns.

The above priority setting was on the basis of campaigns.

Next, we have priority setting on the basis of brand.

Now suppose you are a retailer and you want to separate your brand terms. Then priority setting on the basis of the brand is surely going to make a way for you.

1. High Priority-Non-Brand Terms:

This basically catches all the terms that come. The only negative keywords that are added here are the Brand Terms and the Best Terms.

2. Medium Priority-Brand Terms:

This catches all the terms that were marked as negative keywords in High Priority Non-Brand Terms. Here the Best Terms are added as negative keywords.

3. Low Priority-Best Terms:

The negative keywords for both non-brand and brand terms will appear here. This is basically used for the most specific search.

3. Prepare a Well Maintained & Up to Date Feed

Product Data covers a maximum portion of an ad including the data, image, and price of the product.

Since Google shopping doesn’t allow keyword targeting; your product feed is the only source of targeting.

In Google Shopping Campaigns, your ads are searched on the basis of your product titles. Click To Tweet

So by unique titles and descriptions, you can increase the chances of your ad showing up.

Apart from having a well-maintained product feed, you also need to update it on daily basis.

To make sure that all the data in your product feed is correct, accurate and up to date, you need to provide a data feed to Google on daily basis. Being updated with the product feed ensures you to stay on the top.

Moreover, provide consistent and clean data so that you are favored by Google and this will help you to improve your position.

When the product feed contains more relevant and rich information, you become eligible for a larger range of search queries.

A good data feed plays a vital role in determining the success of your Google shopping Campaign. So keep these important things in mind.

  • Since shopping campaigns don’t have keywords, so make your product titles and descriptions keyword-rich.
  • Ensure that the prices are 100% accurate.
  • Use high-quality images as images are the first thing that catches the attention of a buyer.

4. Edit the Product Title for CTR

As mentioned above, the product title is one of the determining factors for the success of the ad. If the product title is not accurate enough, it will then be difficult for Google to show your ad.

The product title should be accurate and descriptive. Click To Tweet

The title of your product is the most important element of your feed, so given below are some tips on how you should write/edit your product title so that you can maximize your CTR

  • Include top keywords: Include those keywords for which you want to show up.
  • Use the name of your product: Include the most commonly used name of your product.
  • Put important information first: Always include the most important information first in the title.
  • The model number and other descriptions: If applicable put model number and other descriptions to make the title more precise.
  • Convince the user that they’ve made the right choice: The product title should be such that it convinces the user of making the right choice.
  • Don’t forget Google’s 70 character limit.

5. Experiment with Price

While the image of the product draws the primary attention of a buyer, mostly it is the price that determines whether the buyer will purchase the product or not.

If you are selling the exact product as the other retailers, it is the price that is going to make a difference.

Price is the determining factor that initiates sales. Click To Tweet

If you are selling products where the target customers are price sensitive, having higher prices may prove wrong there.

You can always experiment with the price. If you are selling a unique product that has its own advantages then keeping the high price for it might get you more profit.

There are some customers who are quality obsessed. Price doesn’t matter to them, so keeping the high price for these high-end customers can help you to get the right clicks.

If you are running promotions, show up your sale price because then only Google will show before and after prices in Google Shopping Campaigns. This is effective enough to compel the customers to purchase the product.

6. Create Multiple Sets of Campaign or Ad Groups

After the priority campaign setup in Tip No.2, there is another approach to get more granular. That is by creating multiple sets of shopping campaign.

Creating multiple sets of shopping not only helps you to get more specific but it also helps you to manage different accounts independently.

Creating multiple sets of shopping campaign helps you to become more specific. Click To Tweet

Suppose you sell books and DVDs.

Step 1: Add a value to the product feed in the field product type. If the product type is in use, you can use custom label fields.

Step 2: Select “create the ad group based on product type” when you’re creating your campaigns.

Step 3: Add “Books” to one campaign and exclude everything else. Similarly, add “DVDs” to another campaign and exclude everything else.

This method has diminishing returns and it should be only used up to a point where the returns are either increasing or constant.

You should use this method if you have 2 sets of products that demand their own keyword.

Listed below are some reasons why you should create new ad groups:

  • To manage negative keywords independently from the rest of the campaign.
  • To have a separate view of the search queries.
  • To manage bids separately.

7. Get Your Bidding Strategy Right

To get ahead of your competitors, you should have a serious bidding strategy. Click To Tweet

Bids work differently in shopping campaigns than search campaigns. In Search, you have to add keywords to target more queries but in shopping campaigns, your products are targeted by default.

So to have more control over bids the products are divided into Product Groups.

In search campaigns, keywords inherit the bid of their ad group unless and until they have their own bid. Now, when you change the bid for an ad group, you are simultaneously changing the bids for those keywords in that ad group that don’t have their own keywords.

In shopping campaigns, the bids exist at the lowest product group level and there are no inherited bids.

Here are some tips for a good bidding strategy:-

1. Bid at Brand or Product Level:

You can easily divide your products into categories for bidding. Let us say that you want to bid higher on one brand and bid lower on the other. In this case, you can break your campaigns into brand groups and set a bid for each brand.

2. Bid at the SKU Level:

Bidding by SKU gives you chance to set even more specific bids. You can break each of your product’s SKU into its own bid. By doing this we can track the performance of each product and bid accordingly.

3. Set up ROAS Bidding:

ROAS bidding is a simple and easy way to optimize your ROI percentage.

8. Strategically Select Your Product Image

How many times do you really purchase a product just by reading its description?

Very less!

Indeed the product image is a very important factor in determining the purchase. Most consumers like to see what they are buying, so by providing quality images, you can increase your purchases.

Make sure that your product has a relevant and targeted image.

Instead of using stock images, use the image of your product. Click To Tweet

This will help you to have different product image than your competitors and will make a way for you to stand out in the competition.

One more way to enhance your ad performance via images is that you should often test your images. By testing the images you will have a clear idea about the top performing image and the low performing image.

Using your own product images will help you to build goodwill among your customers as they will get the exact product which was shown in the ad.

9. Don’t Forget about Mobile Shoppers

Analyze user activity by the device and adjust bids accordingly.

Online shopping has increased with the invention of smartphones. Mobile phones are one of the best means to shop online since they are easy to use and handy.

Mobile phones are playing an important role in the online shopping process. Click To Tweet

To make sure that you maximize your sales, you should make your website mobile friendly.

Mobile phones are becoming so vital that Google is making Mobile based algorithm changes.

Follow these tips and make more sales from your mobile users:

  • The website has to be mobile friendly.
  • The shopping process should be simple to perform in small screen.
  • A/B testing your mobile landing pages so that it becomes easy for your visitor to contact you.
  • Use mobile tracking to follow your users.

10. Evaluate Your Campaign Structure

Evaluating the division of your shopping campaigns and ad groups on a regular basis is important.

There are multiple ways to organize your shopping campaigns. You can evaluate the campaigns on the basis of brands, products, and types.

You can even compare and evaluate your strategies with that of your competitors.

By evaluating your shopping campaign you can get to know whether your shopping campaign is moving forward to achieve the desired goal or not.

Here are some goods tips to follow to evaluate your campaign:

  • Group similar items together so it becomes easy for you to manage your campaign.
  • Prepare a separate campaign for seasonal product and then promote it.
  • Subdivide the product group if most of the traffic is generated from there.
Evaluating gives you an insight of your shopping campaign. Click To Tweet

It tells about your high and low points. It tells about the changes you should bring about in your campaign to maximize sales.


Hopefully, I’ve given you an insight on how you can use Google Shopping Campaign optimally. Google Shopping is very profitable if you know how to take advantage of every opportunity.

With the help of Google Shopping, you can get most of your potential customers. It is an excellent platform to get connected with interested customers. So if you are looking to expand your customer base then I don’t know of a better channel other than Google Shopping.


8 Reasons: Why You Need to Bid on Pure Brand Keywords


Are Pure Brand Keywords worth bidding for?

Most of the PPC marketing specialists know the effectiveness of bidding on Pure Brand Keywords in paid search marketing.

However, few marketers think why should one waste money on PPC for brand bidding when he can trigger the same with organic search without cost.

Brand bidding is essential to compete in the market and get incremental quality traffic. Click To Tweet

What are Pure Brand Keywords?

The keywords which contain your company’s brand name or brand name variations are called pure brand keywords. These brand keywords must not include any generic portion.

For example, if your brand name is “Brandin” then the pure brand keyword should be ‘Brandin” or “Brand In”. And the variations could be “ Bra and in” or ‘Bran din’ or ‘Brand in”.

During creating new PPC account we can set brand keywords to exact match type.

How Does Pure Brand Bidding Work?

Bidding on pure brand keywords illustrates that you are bidding on your company’s brand term.

As per above-mentioned example if your company’s brand is ‘Brandin’ then you are going to bid on the pure brand keyword ‘Brandin’ or all the related variations of this term.

As bidding on pure brand keywords set to exact match type, your ad will appear only when a user type the exact phrase of your brand term or its variations.

Brand search happens only when a user is familiar with your brand name. Therefore, your paid search will be secured from non-qualified clicks or traffics.

Your ad will appear at the top of the SERP revealing all the necessary messaging you designed.

Why Bid on Pure Brand Keywords?

Many people may argue that Brand bidding is not worthy because it shows ads only to the people, who know the brand term. Really a good point!

As a paid search marketer there are two options before you, whether you will bid on your pure brand term or on other valuable keywords.

You select paid search platform over organic search in order to ensure improved conversions. But ultimately you are always looking for something that will bring more ROI from an ad.

Along with bidding on a non-brand keyword, you should also run PPC campaign with Pure Brand Keywords simultaneously.

Here, are some biggest reasons to elaborate the effectiveness of pure brand keywords on paid search platform-


1. Increase Real Estate: Dominate SERP.

It is widely accepted that more than single result in Search result page increases possibilities of conversions.

Simply, bidding on brand keywords helps you to rule the SERP with results related to your brand term.

When users get multiple links on the search results, they are more likely to click on your brand. Similarly, when your brand name appears in both paid ads and organic results, users take it to be more acceptable.

As Google continuously modifies the algorithm, it becomes really challenging to appear on the first page along with a good ranking on SERP.

Bidding on your brand keyword makes SERP presence strong. Click To Tweet

It helps you to expand your real estate and thus you can capture users’ attention before they get distracted.

You know that if your PPC ad cannot accumulate good ranking then the possibilities of conversions gradually gets lowered.

You must bid on brand keywords in order to rule sponsored and organic listing so that you can expand your real estate.

Increased real estate or dominating the first page of SERP establishes the credibility of your business to a large number of people. It also signifies that your brand is a serious name in your industry.


2. Get Greater Control over Messaging.

Sponsored ad is flexible enough to let you craft the message as per your requirement. In the organic results, you can also use message but as they are static you cannot have proper control over messaging.

In paid search, as you get greater control, you must craft messages to attract attention from users. This is another great reason why you should bid on your pure brand term.

When you bid on your brand keyword you will appear on the very first page of SERP. And you can take this opportunity to design your ad copy to convey your company message.

Ruling the SERP is not enough if it fails to attract people through perfect messages.

As bidding on brand keyword gives you enough opportunities to increase the real estate, you need to design your message aptly. Try to take this advantage of sponsored ads and drive people to the pages that convert more.

To increase conversions delivering the right message is important. Click To Tweet

When people search for your brand term you need to reach them with the message of offers, promotions or changes.

It will not only increase acceptability but also establish your brand reputation. Describing several offers or promotions has proven ability to increase user interest.

Try to craft ad messages on the basis of what your company has to offer users and what benefits they can get from you.

Do not forget to introduce additional service that your company provides along with using ad extensions.


3. Keep Competitors Away and Lead The Competition.

You must bid on your brand keyword in order to drive the potential traffic to your landing page.

If you have not yet had a bid for your brand term, then some of your competitors are definitely bidding on that term.

This way people, who are actually interested in your brand are being diverted to your competitors’ website.

As you are not currently bidding on your brand term your competitors’ ads will appear above your organic ad when a user search with your brand keyword. It is no good for a company’s profile or reputation.

You should continuously bid on your brand keywords to be listed above the competitors, who have taken a challenge to bid on your term.

You must work hard to come up with good ad copy and apt ad extensions so that you can push them behind within few weeks.

Bidding on your brand term ensures reducing chances of losing potential or assured traffics. Click To Tweet

4. Send Traffics to Other Dedicated Pages Instead of Home Page.

A dedicated landing page always increases the number of conversions. That is why your ad should not be pointed towards Home Page.

Through PPC ad you can get greater control on where you would send the visitors. Click To Tweet

Bidding on your brand term leads the SERP and here you get the ability to convey various offers and promotions to attract people. It is very much needed to drive the people to the right place to improve conversions.

A dedicated page always makes a user easier to find what he wants from you. So, bidding on your brand name enables you to drive right people to the right place.


5. When Your Organic Rank is not Number 1.

Sometimes your brand may not rank top in Search Result page for brand searches. It is really hard to rank well or get position on the first page organically for the newly launched brands.

There may be other reasons also behind not ranking on the first page organically such as, lack of quality content, lack of SEO content or your site is not fully indexed.

Through PPC ad you can get greater control on where you would send the visitors. Click To Tweet

If your customers cannot find you on an organic result or paid result for brand search then obviously you are more likely to lose your customers to your competitors.

You must use PPC brand bidding in order to let your customers find you. You should optimize organic result as well as when you are catching your customers through PPC Brand bidding.


6. Add Ad Extensions and Get More Control over Sitelinks.

Through ad extensions, you can furnish more offers or services and users can be easily directed to other landing pages.

You must use this option as an opportunity to bring customers to offer pages or other popular product pages. In this way, your conversions will be more likely to increase.

As you can get more control over site link extension, bidding on brand keywords lets your potential customers to get landed to the perfect pages more easily.

You can design this extension to promote new products, publish offers, request for sign up to a newsletter or redirect the customer to specific product category pages.

By using Call out extension you can tell customers about your unique selling points. Click To Tweet

On the other hand, Review extension should be used to display positive reviews about your company.


7. Brand Keywords have Lower CPC.

Bidding on your Pure Brand Keywords is one of the best options to get the conversion at lower Cost per Acquisition.

Brand keywords always have good Quality Score and higher CTR, therefore you get lower CPC than generic keywords.

Brand bidding has always been considerable in achieving higher Conversion rate. Click To Tweet

In terms of QS, Performance, and CTR, brand keywords always have top performance and that is why you get cheaper Cost per Conversion.

By introducing brand bidding in your account you can also run testing on competitive keywords without even hurting target CPC.


8. To get Better Quality Leads.

In brand bidding campaign you actually deal with the people, who already know you.

Therefore, you already know their onsite behavior and on the basis of that, you have greater control to design your ad copy.

Brand search signifies the people, who are return customers, have heard about your brand, researched about your company or have had a past relationship.

Therefore, you have greater chance to generate leads from them in order to increase conversions. They search query with your brand keyword because they know that you have what they want.

Brand Bidding and Quality Score.

When people do a brand search, they are most likely to have a higher click through rate. It means most of the clicks are meant to get converted.

It means your overall quality score gets improved and reflects increased overall account CTR. As good quality score helps to lower the CPC, you can run experiments with your low performing terms.

Brand bidding and Clicks.

Bidding on pure brand keywords helps in generating lots of quality clicks. Click To Tweet

Brand bidding ensures that your ad will appear when a user will search by your exact brand term. Users search by your term means that they are very much interested in products or services that you provide to them.

Users search by your term means that they are very much interested in products or services that you provide to them.

That is why your ad will get more clicks from them. It has been seen that paid search on brand term gets more clicks than paid search with other terms.

On the other hand, there are some people, who use the search engine instead of browser’s address bar. They are more habituated to type company name or websites on the search engine as the replacement of address bar.

Bidding on pure brand term helps to seize these clicks. Therefore your ad will get more clicks. Brand bidding actually increases numbers of clicks and most of them tend to get converted.

Brand Bidding and Conversion Rate.

Bidding on pure brand keywords ensures having most numbers of quality clicks.

Unlike paid search with other quality keywords, Branded keywords generate more quality clicks.

Users come to your ad by brand search because they are actually interested in having services or to purchase products from your company.

They use brand search because they are familiar with your products or existing good experience with your company. That is why they are more likely to generate conversions.

As you have more control on messaging and site link extensions, you design them in a way so that they can effectively capture visitor’s clicks.

Similarly, you can drive users to the most relevant landing pages to ensure better landing page experience. These all values confirm higher Conversion rates ensuring higher ROI.

This is a great opportunity to increase ROAS as you get lower CPC on pure brand keywords.

Google has confirmed that clicks with Branded keywords have the ability to double the conversion rate that you get from the clicks with non-branded keywords.


Pure Brand Keywords is very effective in increasing conversion rate and PPC performance as well.

Bidding on pure brand keywords is actually a powerful strategy to accumulate the potential clicks from the interested people. Nowadays this is an essential trick to lead the competition.

Though some skeptical marketers are happy with the organic search for Brand keywords but expert marketers always imply this powerful weapon because they know how beneficial it is for PPC campaign.

Therefore, Bidding on Pure Brand Keywords helps you to present right thing at right time to the people, who are actually looking for your brand, products or services.

Powerful PPC Tools Which Help You to Save Money and Time


In Marketing, you should always keep keen eyes on your competitors. It will help you to lay effective marketing strategies for your product.

If you take much time to conduct required modifications, you will be out of the race soon. PPC marketing platform follows the same rule.

To structure a PPC Campaign all you need to do is a lot of research; after the research is done you need to select the right keywords, organize the keywords into well-organised campaigns.

Then comes the Campaign management and finally you need to go through analysis and site experience.

These are the major sections you need cover to run a successful PPC Campaign. To ensure potential profit you must make all these sections more effective, more persuasive and more productive.

Competitor analysis is a very important strategy in modifying your own campaign. Click To Tweet

It is really hard to do this part manually. So, you have to seek help from effective competitors’ analysis tools.

Paid search is a potential platform for marketing. However, one must successfully eliminate issues and execute tasks to reach the goal.

Tools let you easily manage several components of paid search campaign such as; keywords research, competitive analysis, Report analysis, structure, and CRM.

Why do you need to Use PPC Tool?

There are many PPC tools available that can make your strategies more efficient to generate effective campaign. These tools do not only save your time but dig out sufficient data to bring effective changes to your ad campaign.

However, before opting for a particular tool, you must ask yourself as to why and how you should implement them and obviously what you actually expect out of them.

Let’s look why PPC tools are important.

  • Provide a simple interface that requires no depth experience.
  • Help throughout your campaign running process, from structuring to management.
  • Provide step by step instruction to execute an effective campaign.
  • You can manage several campaigns at one time.
  • Enable to manage keywords, budget, ads and account quickly.
  • You get a quicker overall report.
  • Increases your pace to match the competition standards.
  • Give effective insights about the competition.

You must not go with how many features a tool is providing rather than you should look if the tool is providing the exact feature that you want to execute with your ad.

Types of PPC Tools

You have to understand where actually you need help from a tool. Your focus should be layered on how you want to implement them and which type of work you are going to execute.

To increase profit margin your PPC campaign must be structured effectively. Click To Tweet

Strategic employment of PPC tools depends on the correct selection of the tool.

PPC tools are segmented into these major types-

  • Competitive Analysis

  • Keyword Research

  • Display Research

  • Analytics

  • Testing

Ten most powerful PPC tools

Though there are numbers of tools available in the market to give your Pay Per Click ad a boost, here, we are going to mention 10 most effective and widely used PPC tools.

1.Google Keyword Planner

Google Keyword Planner is the most favorite PPC ad tools to the most of the marketers. This tool will help you to build new Search Network Campaigns or expand existing Campaigns.

This tool will help you to get keywords and ad group ideas, historical statistics, keywords trend, competitions, bidding etc.

This is strategically a useful tool for those marketers, who are using Adwords platform. As this tool is designed for the Adwords account holders, you cannot apply this tool to other PPC ad platform.

Google Keyword Planner actually helps you lay the base of your new Adwords campaign by managing to provide relevant keywords list, competitive bids, and keywords statistics.

Google Keyword Planner is the combination of keyword tool and traffic estimators. Click To Tweet

The best thing about Google Keyword Planner is that everything is structured.

Moreover, you can also check the estimated performance of your ad campaign.


Keeping a close eye on competitors is a powerful strategy to succeed in marketing. As an advertiser, you should also know your competitors.

SEMrush is perfect for a PPC specialist. It allows tons of keyword research. It also analysis the plan and performance of the competitor.

This very tool works for you in finding your advertising competitors. This process of finding competitors is based on the keywords you use to target audience.

You can observe what your competitors are doing with keywords to target the audience. It helps you to have a clear idea on how you should structure your keywords in ad copy.

And observing competitors’ approach to keywords lets you lay unique way to get to the top of SERP ranking.

SEMrush gives you perception about paid search and organic competitors. Click To Tweet

This tool gives you the following information- Top Competitors in PPC related to your Industry, Top Ads, Top Keywords and Competitors’ average positions.

On the other hand, you can also find your top competitors on a particular keyword in Google and Bing ads. You can easily search by domain or can search by your industry.

This is a paid data tool that provides complete data on paid and organic keywords of competitors.


SpyFu is another keyword research tool that highlights every point your competitors utilize. It works as same as SEMrush on providing competitor’s data. Using this tool you can compare your campaigns easily with your top competitors.

By using Spyfu tool you can compare your campaigns easily with your top competitors. Click To Tweet

This service also gives a cost per click and search volume statistics or keywords and uses that data to approximate what websites are spending on advertising.

This tool provides:-

  • Comparative data between your and competitor’s domains on spend
  • Comparison on keywords used
  • Reports on overlaps between your ad and competitor’s ad

Spyfu is a very useful tool in PPC to know the ad variations used by your top competitors along with the keywords they bid on.

You should use this paid PPC tool to get simultaneous data on ad budgets for bid keywords and domains over various competitors.

4.Adwords Conversion Optimizer

As an Adwords campaign owner, one should employ this tool at least once. This tool amazingly helps to increase conversions.

To bring maximum conversions you must use Adwords Conversion Optimizer. Click To Tweet

This tool works on bids at the keyword level to try driving maximum conversions and therefore this tool is also called as bid manipulation tool.

When your CPA budget is low, Conversion Optimizer deals only with those keywords, which according to Google have possibilities to generate conversions.

Adwords Conversion Optimizer is a powerful tool as it can find potential users, who are most likely to convert.

This is another free tool from Google for Google Adwords account holders.

Moreover, it is a tool that will help you to acquire the most conversions possible at a defined target cost per acquisitions.

Instead of manually manipulating bids and generating conversions at any cost at any cost, conversion optimizer automatically adjusts bids so conversions are generated within a defined CPA boundary.


When you are managing or structuring you PPC Campaign iSpionage is useful.

This tool covers four important regions-

  • Domain Research
  • Keywords Research
  • Keywords Monitoring
  • Campaign Structuring

iSpionage gives you complete insights on ad copy, keywords, and budget that your top competitors are bidding on. With this useful tool, you can create and manage PPC Campaign for Google, Yahoo, and Bing.

Competitors alert is another important feature you get in this tool. This feature gives you reports on new PPC keywords, new ad copy and new organic keywords in monthly interval

It means you get reported whenever your competitors make changes to their campaigns.

On the other hand keywords, grouper lets you allocate your keywords quickly in tightly themed groups.

You actually get an advantage to lead the competition by spying on your competitors with iSpionage.

iSpionage is really a highly competitive tool that carefully monitors the entire conversion funnel. Click To Tweet

It does not only give you insights about your top competitors but also helps you find new opportunities.


You know that how a landing page creates a good impact over the visitors to convert. A Landing page is a final destination where users are finally driven to take action.

A powerful landing page is designed strategically to make a big difference in paid search network.

Here comes the usability of the tool Unbounce. This particular tool helps you create high conversions landing pages with ease.

Unbounce is an A/B testing lead generation landing page builder that needs no knowledge of coding at all.

You can also use the provided templates to customize your landing page quickly.

For its powerful usability, Unbounce can bring larger impact over Conversion rate. The greatest part is that you can even create mobile friendly landing pages.

Unbounce helps you to create a landing page without coding knowledge. Click To Tweet

Through Unbounce you can check the issues and what changes you can bring to the landing page.

You can easily bring changes to your live landing page within minutes. The sole purpose of a landing page is conversion. It could be either a lead, a sign-up, a purchase or any other call to action.

7.Google Adwords Editor

Google Adwords Editor is another great free tool from Google to the AdWords users. It lets you be free from the hassles of editing a campaign online.

You can do all the required task for the Adwords Campaign offline and then upload it later.

Through this tool, you can download your entire account to introduce changes. You can do individual editing or a bulk editing to the downloaded account.

Just post the account and your changes will appear in Adwords immediately.

It actually helps you manage your Adwords campaigns quickly and simplify your task. Google has just launched its next version Adwords Editor 11.7, which appears with more advanced features.

In a nutshell, the basic process of Google Adwords Editor is simple i.e. download one or more accounts, make changes offline, then upload the changes to Adwords.

8.Facebook Power Editor

Facebook has appeared as a new platform for online marketing.

PPC advertising in Facebook has opened a new window. However, configuring ads for Facebook is quite complicated to the newbies.

Facebook Power Editor is a free tool which will help you to edit or create Facebook ads. Click To Tweet

You can find various useful features in power editors that you are unable to do with Facebook Ads Manager. Using this tool you can change or edit your ad easily and faster.

For its bulk ad creation and ad management features, most of the Facebook advertisers employ Power Editor.

Power Editor is actually a plugin and it works only with Google Chrome. It is available in both versions MAC and Windows.

Along with bulk uploading and better optimization options you get better control over your Facebook PPC ad account.

9.Microsoft Excel

You must be thinking how excel can guide or help you manage your PPC Campaign. Excel cannot help you directly in managing your PPC Campaign but you can edit or measure several metrics that acts to improve your campaign.

What you can do with Excel is what you cannot do directly with Adwords-

  • Organizing campaign
  • Create or edit large numbers of keywords
  • Calculating key metrics

You can employ excel to manage your campaign in two forms- Excel Pivot Tables and Excel Conditional Formatting

(a)Excel Pivot Table

You must use pivot tables to analyze data. You can easily compare how your ad copy is performing. You can even get to know about the performance of different match types.

This is a very helpful tool to combine data from various sources. On the other hand, you can review tests of ad copy on landing pages, search query data, site links and much more.

Pivot table lets you manipulate and organize a large amount of data quickly.

(b)Excel Conditional Formatting

This is a special feature that you can find in a spreadsheet. On basis of parameters and values, you can quickly change the format of the cell.

Now the question is that how can this help you in your PPC campaign. When you are dealing with a large number of data this feature can easily separate data using heat maps and patterns.

The color segments let you quickly find the areas, where you need to bring some changes. You can use this tool on daily basis.

You can read our previous blog post on MS Excel: 10 Simple Useful Excel Tips Every PPC Expert Should Know

10.Display Ad Builder

Display Ad Builder is a great tool for the advertisers intending to use display network but having no knowledge in graphics designing.

You need not have to do a great designing skill.

Display Ad Builder will help you in structuring appealing display ad.

This is a free tool and you can create professional looking ad in minutes. If you are not having your own images you can even use pictures from the stocks.

You just need to select a template from the collection and customize color, layout, and fonts as per your website or needs.


To run a successful PPC campaign you must give importance to your top competitors. Your campaign structures, keywords selection, ad copy and other related facts must be modified regularly in terms of sustaining the winning position.

PPC tools come as helping hand that will let you manage or create your campaign with ease.

There are lots of PPC tools available but finally, it is you, who can decide how you can utilize them. The end result of each PPC tool depends on proper implementation.

Therefore, without having proper knowledge on PPC you can only go through just the basic process.


How to Excel in #PPC- Learn from Top Resources


Planning to run your own PPC campaigns?

But, don’t have good enough knowledge on PPC!

And, you want to learn PPC in a short period of time?

Within few weeks or months, you want to become PPC expert- but you’re not sure, is it possible or not!

Well, If I tell you, It’s possible and quite easy!!

All you need to do is to spend enough times in reading, watching videos and listening to podcasts. And then, implement your learning on your PPC campaigns.

That’s it!

Nothing more than this. I’m sure now you’re feeling existed and more enthusiastic.

You are here reading this content, it means you already know what PPC actually is. As you know the basic about it, you are searching for more potential information over the web.

There are lots of free PPC resources available on the internet.

But before reading from various resources, you must know some basic things about startup PPC campaign.

There is no shortcut to learning #PPC. You need to devote a good time in learning and practicing. Click To Tweet

It will help you ask more questions and you will come up with many unique queries. The more your questions arise, the more you get deeply inside PPC knowledge.


Let’s focus on few basics of startup PPC campaign-

1) What you actually want to aim through PPC

If you are going to launch your own PPC campaign ask yourself why you are going to do this.

Find out what business target you actually intend to accomplish with this online marketing method.

The most important question is- how the PPC campaign will be associated with your business goal. Before initiating a PPC campaign try to find out following answers-

  • Why your products are special
  • Why your business different from others
  • What are you going to offer
  • Which group of people you want to target
  • Why you want to target them
  • What is your set budget
  • How much you can effort to acquire a customer
  • How much ad-spend you can carry for a month
As you come up with more specific answers, your campaign will show a more effective result. Click To Tweet


2) Try to make comprehensive keywords list

In PPC advertising keywords play the crucial role to achieve your business goal.

Therefore, you keywords selection will decide your PPC success.

Keywords should be target oriented and cost efficient.To find out the most potent keywords list you should answer the above-mentioned questions.

It will let you know which search terms are mostly used by the users to find information related to the products you sell or your business.

To find out the most potent keywords list you should answer the above-mentioned questions. It will let you know which search terms are mostly used by the users to find information related to the products you sell or your business.

But first of all, you need to understand your target audience and you must think as a user to create a keywords list.


3) Find who your Competitors are & know them well

You must know your competitors well in order to stay ahead of them.

In the market of high competition, we must always be well aware of our competitor’s activities.

Find out who your competitors are and who are advertising same things that your company also provides. Judge their campaign well to know how they are approaching people with their PPC ad.

Check if you have missed something that they are using and which is more potential to attract users. Competitors are your primary resource to know all the fallacies and strength of your own campaign.

Their approaches towards running PPC campaign may also help you design your own acquisition tactics. You must concentrate only on the strong competitors.

Continuous observation of your competitors may feed your knowledge. Click To Tweet

4) Start conversion tracking from the beginning of a campaign

Finally, getting the clicks converted is the ultimate purpose of PPC ad.

You design your ad with potent keywords in order to let your ad make the impressions before relevant search queries.

When your ad appears before the people, who show interest in your product or service they are more likely to click on your ad.

But getting clicks is not all; your ad will drive them to the landing page. Your landing page and PPC ad should be a powerful combination to make the visitors purchase from you or generate leads.

You should track the conversion right from the beginning. Conversion tracking will tell you whether your ad is sufficiently designed to drive traffic.

Conversion tracking report also lets you focus on which set of keywords is performing well and which is not. So, you can optimize your ad and invest to the perfect set of keywords.

Through conversion tracking, you will come to know various aspects of your current campaign- audience behavior, the fallacy of your messaging, poor keywords selection, proper utilization of PPC ad and more.

A PPC ad always needs to be monitored continuously and do not ever run PPC campaign blindly.


5) Be persistent about improving your PPC skills

Marketing is such a thing that more you will learn more you will have weapons to capture.

PPC is not exceptional. To keep your ad in the race you must be skilled and should show expertise.

Do not ever hesitate to ask the pro and always keep updating yourself with PPC information.

Every time you see PPC you will find a new dynamic dimension. Therefore always learn from every possible resource.

PPC is a great platform to promote your business. But it is actually valueless if you do not know how to employ a PPC ad effectively.

To become an expert you must gather information and must come up with new queries from that information to find further information.

Learn from various resources and come up with newer queries. Click To Tweet


A Guide to Top Resources

As the web is a vast land of information, you can find various PPC information resources in several resources.

Some of these are blogs, PPC help centers, paid search marketing journals, advice from PPC experts and much more.

Here is a comprehensive list of free resources to learn paid search marketing-

A) Podcast Resources


It is said that audio is a powerful medium to engross knowledge deeply. You may read through various resources but it needs your sheer concentration.

If you are somewhere else, where it is impossible to read, you can get information from your audio device. Podcasts let you collect information while on the go or driving. Know some top PPC Podcasts-

If you are somewhere else, where it is impossible to read, you can get information from your audio device. Podcasts let you collect information while on the go or driving. Know some top PPC Podcasts-

  • PPC Podcast:

    This is a weekly podcasts program that runs every Tuesday on Blab. The host of this podcast is Paul Wicker. You can even ask questions on the live show.

You will come to know various PPC trends. The host, David Szetela takes interviews of leading PPC experts. You must listen to this to gather tips and to know several effective tips.

The host David Bain tells success stories of PPC leaders. Additionally, interviews from numbers of PPC experts may help you expand your knowledge base.


B) Blog Resources

Experts and PPC pros around the world regularly share their thoughts, tips, and tricks through blogs.

There are unending lists of PPC blogs. This list here contains some of the leading blogs that publish excellent quality updates almost every day-

1)PPC Hero: Hanapin Marketing runs this superb PPC insights blog. PPC experts around the world regularly contribute their valuable suggestions here. The collection of contents on this blog is a perfect source of educating oneself on PPC marketing.

Contents are mainly focused on Adwords and several online marketing techniques. The contents are the gallery of case studies, guides, toolkits, white papers, excellent articles and much more.

2) Wordstream: This is a PPC guide arena that provides free educational contents. You can get daily updates on valuable paid search marketing insights. You must go through this resource in order to collect several search marketing

3) Certified Knowledge: You need to become a member for getting access to its contents. It contains best practices, advice and various internet marketing principles.

You can even browse their Adwords video lessons, PPC tools and search engine marketing library.

4) Search Engine Land: Chief Content Officer for Third Door Media, Mr. Danny Sullivan founded this PPC academy. Every SEM professional should browse through this blog.

You will find several comprehensive contributions on PPC. You will even industry updates on regular basis.

5) Search Engine Journal: People, who are in paid search engine marketing should read its contents. This blog is reached with new, analysis, strategies and guides.

6) Social Media Examiner: You will get precious tips and hacks on social media marketing. Top experts continuously share their valuable advice and that is why this is one of the top social media marketing blogs.

7) Ten Scores: The contents here are deeply based on the psychology of the users. You get deep and thoughtful insights from PPC industry pro.

8) AdEspresso: The unique contents are largely based on Facebook marketing platform. They also provide a collection of case studies so that readers can have in-depth knowledge.

9) Search Engine Watch: For Adwords marketing tips and knowledge, this is a great content resource.

10) Beyond the Paid: Melissa Mackey gives valuable and some unique contents that other blogs have not highlighted.

He always gives quality guides to the PPC amateurs on how to succeed in this platform of marketing.

11) Digital Marketer Blog: Digital marketer is a resourceful library to learn PPC. You can read here good quality PPC articles here.

12) Bing Ads Blog: Bing provides its dedicated blogs on various PPC strategies for the platform of Bing and Yahoo. Other than that you will get latest updates on Bing ads features, strategies, news and insights.


C) Twitter PPC Chats


#ppcchat experts and online marketers around the world meet on twitter every week to chat on a wide range of paid search topics. You can participate in this chat room on every Tuesday.

It may be a great stage to accumulate deep insights on PPC marketing. Use this platform to discuss the pros and grow your own network with the experts.

You should also participate in these two chat programs- #pinchat and #semrrushchat.


D) LinkedIn – a vast resource


  • Pulse:

You should follow LinkedIn pulse is a feed that gives regular updates on PPC and Ecommerce articles.

  • Ads:

If you play with LinkedIn ads then read LinkedIn Ads PlayBook and LinkedIn Ads Optimization Guide.

  • LinkedIn Groups:

This is another community to interact with the industry pros and specialists. You can even discuss on a wide range of paid search engine topics with the group members through email.

Some leading LinkedIn PPC groups-

  • PPC Pro People:

This group shares best practices about online marketing on, Adwords, Bing Ads, Facebook Ads, LinkedIn ads and more platforms.

  • Search Engine Land:

Other than its information-reach blogs, you should join their group on LinkedIn. Participate in discussions with more than 60000 group members.

  • PPC Marketing:

This group is currently having more than 11000 members. Initiate conversations with the group members to get advice on successful PPC campaign.


E) AdWords Help Center

Adwords help center is a support forum from Google Authority, from where you can have advice from setting up Adwords account to managing a campaign.

The nontechnical interpretations on how Adwords work is really a helpful library for the beginners. The contents published here gives you a conceptual idea on Adwords strategies.


F) Some Other Top Resources

  • PPC University:

WordStream provides this wide PPC resources platform for the marketers. This program teaches you everything about PPC from basic to the most advanced skills. This is a free educational section and segmented into three sections for beginners, intermediate and advanced PPC marketers.

Google has a dedicated channel on YouTube for providing a thorough guide on Adwords for the beginners. You will get suggestions on various topics related to Adwords through video playlist.

Perry Marshall runs an e-course on Google Adwords. You should take this online course to have the advanced guide on how to success in Adwords platform.

You can get advice or solutions on various Adwords problems through these two communities.

Wrapping Up

There are plenty of resources on world wide web to help you accumulate knowledge. You just need to invest significant times with patience to pick the perfect answer from the right sources. It is not recommended to get an idea on a certain topic from only one resource.

As an aspiring PPC manager, you have to be a knowledge hunger. You must be an intense learner, who always opts for several theories from various resources on a particular topic. It helps you get a perfect grasp of the intricacies of PPC.

Here, you have got some of the top resources. Now it is your turn to go through them and have practical experience.

How to Do a Powerful Audit of Your PPC Account


PPC audit is an indispensable part of your entire PPC activity.

Your account may be running in a great position or lagging with a poor score, in both situations PPC audit is important.

There is no such benchmark where you can stop thinking about your well-performing account.

In PPC, there is always scope to surpass your previous achievement.

As market environment and user behavior change fast, parameters often change their position towards bad.

On the other hand, if your PPC account is going through a rough patch then a comprehensive PPC audit can provide you detailed analysis about where it actually losing valuable money.

During audit what auditor does is he compares you’re your account with a similar but well-performing account.

PPC audit is basically a health check up of your PPC account. Click To Tweet


What a PPC Audit Should Focus on


The success of a PPC audit resides in its ability to show areas where the advertiser is losing his money and where he can make more money.

It’s about knowing whether the keywords or phrases you have chosen are fulfilling their respective jobs or not.

Setting exact matches, phrase matches, and broad matches in the right manner are important.

The ad text plays a crucial role in reaching the potential clients. The keyword must be there in the ad copy and headline.

In AdWords, you get a chance to showcase your ad in different networks; Not just in Google network but also in its partner networks too. Being two different mediums your PPC campaign will require two different strategies.

Ads are displayed in two different networks- display and search network. Here too ad campaign must be designed to work to their full potential.

The placement of an ad in the right network also plays a decisive factor in the success of an ad campaign.

A complete PPC audit focuses every aspect of an account responsible for making the conversion happen.

Google Analytics and different webmaster tools offer vital information about how your account is performing. These tools tell how many clicks have been received and what each of the visitors after entering the website.

A complete PPC audit focuses every aspect of an account responsible for making the conversion. Click To Tweet

PPC audit does not change things overnight rather it shows where your efforts are going wrong and in which areas you should focus and work hard:

  • The number of people who saw your ad
  • The amount you paid for each click
  • How many people clicked on the ad
  • Which clicked turned into conversion
  • What is the average position of the ad in the page
  • Amount that you earned from the conversion of the ad

All these facets at the center around one coveted performance indicator and that are the quality scores.

The quality score in AdWords plays vital score in both in terms reducing ad spend and gaining more relevance towards potential customers.

To reap the benefits of a PPC audit you should provide as much information you can. The more information you provide the more coherent report you get.

At least 90 days of account history should be there to conduct a meaningful and comprehensive PPC audit.

The amount of submitted data for audit is proportionate with the accuracy of audit result. Click To Tweet


Who Should Perform the Audit?

If you are aware of the situation that which section of your account is not working to its full potential then you can dig into it yourself.

But when the entire account is in question then a professional account manager should take the place.

An auditor should have an objective outlook towards changes he has made in the account. He must be blunt in removing the changes he made in the account. During every audit checking basics should never be avoided.

Simple things often put a huge impact on the account performance. So, always get your basics right.

Hiring a professional for this task can be highly rewarding as well as enlightening. An expert can provide deeper analysis and implications of the different aspects of PPC advertising strategies.

PPC audit is expensive but you can use some PPC tools to fulfill your requirements to some extent.

Experts also use these tools to provide an extensive report of your account. But at the end of the day, you would lack the experience which an expert PPC auditor has gathered throughout his career.

On the internet, you will find many PPC agencies are offering a quick audit of your account but they do not provide in-depth analysis.

PPC expert can provide deeper analysis and implications of the different aspects of advertising. Click To Tweet

PPC Tools

  • Google AdWords Keyword Planner

Google Keyword planner is an effective tool for every AdWords user. It gives a detailed investigation of the average monthly, annual trends, your competition and a suggestion of keywords bid ideas. Here you can put the information of your target location.

  • Google AdWords Ad Preview and Diagnosis Tool

It ensures whether your ads are showing or not and also how they are appearing. It also makes that you do not get your AdWords impressions wasted while checking the ads.

  • WordStream Keyword Niche Finder

Head keywords are lesser profitable than long tail keywords. WordStream Keyword Niche Finder helps in finding long tail and niche keywords.

It is a keyword suggesting tool that suggests a keyword that might prove profitable for your business. You can also filter keyword by country, search type (shopping or web) etc.

This tool comes really handy in competitor PPC research. It lends a hand in finding your competitors keywords, positions, CPCs, cost and traffic in Google AdWords PPC. It gives you a deciding edge in what keyword company might go for bidding.

Another competitor analysis tool provides quite an amount of information around its ambit of the free version. The information it provides comes along with competitors ranking information.

Brings out specific information regarding competitor’s keywords. You may also view the actual copies which your competitor is running.

The paid version Spyfu offers other information like advanced keyword statistics, CPC estimate, and your own performance tracking report.

Various free tools and free account audit opportunities are available on the internet. You can choose them but nothing comes in comparison when it is done by an expert.

Before starting the audit you must have a clear idea about what is your actual goal of the PPC practice.

The central idea may be increasing the volume of relevant traffic or making your account cost effective or increasing profit.


Follow these steps to perform a coherent and detailed PPC audit

1. Campaign Settings

Check your campaign setting.

Make sure you select these campaign settings as per your business goal:

Campaign Types:

Search or Display Network or both.

Location Setting:

Where you want to show your ads?

Decide where you want to show you ads. Do you want to show your ads to the entire country or state or city or only 10 miles around your shop?

Mobile bid adjustment:

Make sure your website is mobile-friendly or exclude mobile devices from bidding

Ad Scheduling:

How many days of the week you want to show you ads and at what time of day you want to show your ads.

Ads Rotations:

Select ad rotation as per your campaign objectives. You can choose ads rotations for clicks, conversions etc.

2. Remarketing Campaigns

The common mistake made in remarketing is advertisers often target only the people who visited in the past.

The right approach is to create different lists for products or services. Create different website audience segments to increase conversion rate.

Make sure you’re using good banner ads for remarketing campaigns. Studies have shown banner ads work better than texts ads on display network.

Each network requires different bid pricing and the intent of the user is also different.

3. Automatic Bidding Campaign

If you look from the point of view of an AdWords expert then he will ask you to refrain from using automatic bidding. Many marketers use this feature when they cannot gauge the right bid amount or keywords for their campaign.

It automatically chooses optimal bid considering your set budget and tries to fetch you maximum click. If you have one or more automatic bidding campaign then check if the automatic campaign settings need any change.

4. Location Targeting Set Up

You must run your ads in locations where your potential customers are.

Many advertisers receive clicks from the wrong location which inevitably ends valuable clicks without generating desired conversion rate.

AdWords allows advertisers to set target location in the settings tab.

At Location options (advanced) you can select

People in, searching for, or who show interest in my targeted locationEdit
People in my targeted location
People searching for, or who show interest in my targeted location


5. Ad Group

Each ad group should not have more 10 keywords.

You can also create one keyword per ad group to make them more themed.

Using a negative keyword in each group is essential to avoid traffic overlapping. The theme of the Ad Group and Ad category should be more targeted.

If an ad group has more than 10 keywords, you can break them down and create similar ad groups.

The good thing is they will emphasize on the same topic.

Find out which groups are performing well. Who are bringing more impressions and clicks?

Make sure you center your budget on them taking your money away from low performers.


6. Check CTR

CTR is a key indicator of how your ad is performing. This metric indicates the ratio between the number of times an ad appears and it is clicked.

While conducting an audit checking CTR is of prime importance. You can check it manually or by using any tool. What you should check is whether the chosen keywords are yielding desired CTR or not.

Your CTR is directly responsible for determining the profit you earn. Closely check the CTR of each ad group and the campaign even of individual ads.

Disable the ads or ad groups which are listing low CTR. Your CTR is directly proportional to the quality score.

Increased CTR fuels quality score which in turn reduces CPC. Click To Tweet

7. Device Level Audit

You must also do a device level audit.

You must check how your ad is performing in desktop, mobile, and tablets. Each medium has different types of customer who react differently to ads.

Each medium has different types of customer who react differently to ads.

As mobile has become a rising dominant device, many marketers want their ad to appear in mobiles too. So in AdWords, you can adjust your bid amount for each device separately.

While auditing your responsibly is channelizing your resources towards better performing device.

If a tablet is getting you more CTR and conversion then increase the bid amount for the tablet. You can do this in Bing Ads and Adwords is also confirmed

You can do this in Bing Ads and Adwords also confirmed bid adjustment for tablets.

One of the reasons for not performing well in mobile can be website responsiveness.

You can use Google mobile friendly tool to check your website mobile friendly design.


8. Advertise Extensions

Ad Extensions are critical to the success of an ad campaign. Extensions make ads much more interesting and appealing to the visitor. These extensions are designed to increase the relevancy of ads.

These also come in aid of increasing the user friendliness of search experience in both Google and Bing. It also helps in tracking the interest of the visitor.

Some useful ad extensions are-

  • Call Extension
  • Site Link
  • Review Extension
  • Callout Extension
  • Location Extension
  • App extension

Check whether extensions are doing anything in bringing more conversion or just eating your money.

If call extensions are in use make sure you have mentioned when the visitors will find assistance over a phone call.

Most of the time advertisers do not mention calling times and many customers get bitter when they get no answer.

Set the location where your product and service has ample customer to bring a large amount of conversion.

Extensions generally lauded for their power of increasing click through rate that is they are the crucial aspect of PPC audit.

Ad Extensions are designed to increase the relevancy of ads. Click To Tweet


9. Keyword Grouping

Having keyword right grouping is important for each ad group. It works in aid of improving quality score. Good Quality score reduces ad expense.

Grouping keywords in a tight theme help in increasing CTR. Again CTR plays a big role in increasing quality score and reducing the cost of advertising.

Using exact, broad and phrase match should be placed in a right manner. If the account is largely dominated by broad keywords then you must have neatly weaved negative keywords.

Use search term report to check keywords effectiveness.


10. Keyword Bids

Keyword bidding process can make or break your entire PPC endeavor. Are you sure that you have set right bid amount on each keyword by gauging its true potential?

Are you sure that you have set right bid amount on each keyword by gauging its true potential?

First, decide what is your target in doing PPC?

Do you want to increase the number of clicks you currently receive or want to focus on being profitable?

These questions are deciding factor in selecting write keyword bidding strategy for your advertisement.

If you are running on CPA bidding then you must stop all your unprofitable keywords at once. They simply increase your daily budget unnecessarily.

Do a test to know how different CPA goals affect your conversion volume differently.

They simply increase your daily budget unnecessarily. Do a test to know how different CPA goals affect your conversion volume differently.

Test to know how different CPA goals affect your conversion volume differently. Click To Tweet


11. Search Term Report

Search Term report is an important tool for checking whether the advertiser is spending on right keywords or not. Many a time advertisers spend their valuable bucks on keywords which are not 100% relevant.

Search term report looks after-

  • One word broad match Keywords
  • Exact match negative keywords
  • Long Tail Keywords


12. Quality Score

Quality score is that coveted score which every advertiser and PPC expert is chasing.

It is actually a combination of relevancy and CTR of the advertisement.

A poor quality score can shatter your dreams of reaping the hefty profit. To improve this score there is no single way around. Use few key reports to analyze it.

Always save all the details of your account report so that after months of auditing you can check the how many things have improved or worsened.

You can read more about how to improve quality score in our earlier blog post.


13. Check Daytime Report

AdWords provides reports on different time segment. You can check the data on daily, weekly, monthly, quarterly, yearly and on the hour of the day basis.

Each set of data reveals a different dimension of your ads performance.

Time is a crucial factor in any ads performance.

Monitoring day parting reports, seasonal and historical data allows you to find out the prime time of your product.

You can discover when customers are more likely to click on your ad and make a purchase. Different products work well on different time slots.

Following day time report is a crucial part of PPC audit.


14. Landing Page Checking

After initiating PPC audit, your first and foremost responsibility is checking the landing page.

If your landing page is not relevant to the requirement of your potential customer then it will list high bounce rate.

The easiest way of checking the effectiveness of your landing is connecting it with Google Analytics or any other relevant tool.

If your landing page is not registering good result then give it an overhaul with improved graphics and relevant copy.


15. Display Network

Display network is a highly potent medium.

Whether you put the ad in display network or not, in both the cases you must enquire how it affects your campaign.

Do you really need it or it actually put any difference in increasing conversion.

Display network campaign requires accuracy of targeting to bring out the result.

Many advertisers forget placement of topic and stress more on the keyword. To take advantage of all available options you must you must do custom targeting.

Display network is a highly potent medium for PPC ad. Click To Tweet


Common mistakes you should avoid during PPC audit

Running after efficiency can be misleading.

Do not get mad to attain overall goal.

Just dig into keyword level data on a regular basis and it shows you big issues which you can resolve with time. Not many check this data regularly.

Do not place your keywords haphazardly. Stay calm and do the job with utmost care.

Do not chase the position 1. It may not be good for you. Stay in the ambit of your budget

Do your homework properly. Google keeps suggesting ways improve your account. It is you who has to decide after much weigh and consider which suggestion you need to accept.

Not using product extensions is just a crime. This is something which can increase CTR manifold. If you have not something suitable for your product then please wait.


Wrapping Up

PPC auditing is like regular health check. We go through health checkup year irrespective of the fact that we are physically well or unwell.

PPC auditing is a similar practice that does an overall check up of you PPC account and shows where problems are persisting. Going through PPC audit is essential at least twice a year is essential.

Beware of These 12 Warning Indications in PPC


Preparing a spotless PPC campaign is a daunting task.

It takes time, effort and patience in making a campaign that does not carry any mistake.

Many successful PPC managers often fail to pull some campaigns they fail to recognize warning signs in a campaign.

Sometimes manager’s ego also plays an active role to aggravate the situation.

These warning signs are enough to destroy your budget even before you understand them.

Addressing each problem would result in giving you up to 70% revenue or savings every month.

Below is a list of warning signs that should be addressed at earliest to save your campaign and money.


1. Your Adwords Account is not Linked with Google Analytics


When you are linking your Adwords account with the Google Analytics, you are actually opening numerous different windows to check your Adwords account activities.

Analytics lets you know how each and every metric is performing in its own sphere to cumulatively give best results for your ad. Your AdWords agency must use analytic to gauge the position of traffic and how well it is converting.

It is true that not all campaign hit the right chord. Analytics provides the opportunity to take note of the situations like-

  • Is your website performing well?
  • Whats bounce rate and Avg time of your website?
  • Is the checkout broken?

You or your PPC agency should find the answer to these questions in order to improve performance. Analytics provides the opportunity to look deep inside the account and understand its structure and nature.

It also allows you to understand which services and products are working well so that you can focus your budget there. Similarly, you can put aside budget from areas which not performing as they were expected.

Analytics can tell you in which device your ad is doing well. For example, if your website is converting well into sales in mobiles than desktops then you can do bid adjustment on these devices. It will trigger higher ratio of traffic in these devices.

Do not forget to attach Google analytics with your AdWords account. Click To Tweet


2. Poor Lead Quality

Your website is attracting poor quality leads; this situation is an indication of a selection of the wrong keyword. You need to closely monitor your keywords.

This situation is a classic case of keyword mismatch resulted from not considering user intent. You have failed to gauge what your potential customer thinks while searching on the web.

Such processes yield bad quality leads and poor conversion rate including less revenue generation. User intent depends on several factors, such as the specific phase of buying circle and pricing sensitivity.

Change of keywords and concentrating more on ad copy reduces the gap between what you offer and what your user is looking for. It decreases the influx of bad leads to your website.

After this change, if the traffic volume goes down, the number of qualified leads will be up. The visitors arriving in your landing page will be more intended to convert than bouncing back.

It is better to have little amount of qualified leads than plenty of low-quality leads. Click To Tweet


3. Awful Conversion Rate

Lack of harmony between your landing pages, website design, and navigation with conversion rate comes out prominent when clicks do not convert into sales anymore.

The mismatch between your ad copy and landing page content creates a big gap between what visitor is looking for and what he gets. AdWords quality score and cost-per-click rate get hard hit when message mismatch takes place.

Suppose, you sell an Indian delicacy called ‘Tandoori’ items. But you actually sell vegetable ‘Tandoori’ items but mostly Tandoori items are non-veg.

So most of the non-veg eater visitors would arrive in your website seeing a misguided message and soon churn.

Again, do not bring a person to your website who is looking for ‘Black suit for men’ while you sell ‘black suit for women’.

The other factors that a bad conversion rate indicates are poor website navigation along with website design that is not up to the mark. Redirect visitors to the page where they will get all the information they were actually looking for.

The absence of strong ‘Call to Action’ will cost you losing definite sales. Elements like clear and comprehensive product image and a competitive pricing keep you floating in the market.

Hassel freeways of contacting a service provider and easy return policy give any company an edge over its competitors.

Conversion does not always mean the sale. If your target is getting as much as possible ‘sign up’ from visitors then that is your conversion. Conversion rate being the ultimate goal indicates disarray various metrics in a campaign.

Reach to the customer who is actually looking for you with strong CTA. Click To Tweet

4. You Are Confined to Only Text Ads

If your ad agency has confined your ad on to text ads then that is surely a warning sign. Text ads are the small parts of entire AdWords extravaganza.

The other things within AdWords campaign which your agency should look for are Google shopping, RLSA, Gmail advertising, Re-marketing and Dynamic Remarketing.

These AdWords products are technically complex in nature and should enter your advertising domain along with text ads. With time you should not stick to Text Ads which cover a comparatively small area of the arena is a simple ad version.

On the other hand, Dynamic Remarketing is a complex thing and you need to involve a coder to take some input from him.

You should include these products in the long run and your agency should have an in-house expert to implement these tasks. These elements will put you steps ahead of your competitor.


5. Not Monitoring Billing


Keeping control over billing becomes significant if you have hired or intend to hire a PPC agency. In AdWords at every step, keeping details of your billing is necessary.

It is a crucial area of your PPC practice. As an advertiser, you should set up AdWords account with Google even if you do not handle your AdWords activities yourself.

It is the place where all your billings are managed. Every day, week and month you spend hard earned bucks on advertising. Here you can take decisions about how much and where you need to shift

As an AdWords advertiser if you do not have any control over your spending then it is a clear warning sign.

The reasons behind are quite powerful. Let’s have a look-

Every month you spend a certain amount in the AdWords and from the account, you can see exactly how much you have spent.

If an agency is doing this job for you then they bill a percentage of that to spend every month. So, the bill stands as the evidence of money spent and work completed each month.

At any point, you may decide to switch to a different agency. In that situation, your AdWords account holds all the historical data of your account.

All the records of the conversion rate, click-through rate, keyword performance and costs are invaluable. It will help you to collate data for future account analysis and decision makings.

When campaigns, adverts, and ad groups run for a long time they build authority with Google. It puts a considerable impact on how highly your adverts appear and the how much you pay-per-click.

If somehow you lose your account history, it may take months to regain that authority.

If your agency is creating the account in their name then you are actually draining all your investment in the trash. The agency is actually not doing any help to you.

If you change agency at any point then you will lose all your valuable account related data. The new agency will not have past data to collate account performance. So stop such initiative from your agency at any cost.

Many agencies may use MCC (my client center). MCC is a central dashboard that allows agencies to manage client’s accounts. They can use it until their contract permits them. Here, client’s data is their own property.

Never pay the full advertisement money to the agency, pay it to Google via your AdWords account. Only pay the due management fee to the agency.

Do not lose invaluable account history while switching PPC agency. Click To Tweet


6. Your Ads are not Updated with Time

The campaigns run in AdWords must go through update after a certain interval. I must be done on an ongoing basis.

Google takes note of the fact that how often your ads are going through a change. In Google AdWords, there is an interface that lists the changes carried out in the campaign recently.

If you are paying a big sum to the PPC manager to manage your account then have the right to see regular updates in your campaigns.

Updating is a crucial factor. Your manager must do testing of ads to see which ads are working well. If you see it from the customer’s viewpoint then they feel tired to the same ad again and again.

It monotony forces them to explore your competitors’ ads. So, not updating campaigns affects the response to your ads negatively.

In big campaigns, you can use several optimizations in terms of aspects like targeting, cost and creating more small ad groups.

In short, regular updating of campaigns is necessary but that change must accompany optimization at different levels. These changes can only be included by testing ads from different angles for different needs.

Updating, as well as testing of Ads, is necessary. Click To Tweet

7. Your Account is Messed Up

Of all warning signs, disorganized or a messed up account tops the chart. The majority of PPC account managers struggle with AdWords clutter.

Identifying these clusters in a PPC account is a vital step toward its cure. Read following points to know about them-

  • Excessive Keywords

Take a close look, if your Ad groups are stuffed with more than 30 keywords. If yes then your campaign is facing serious relevancy issue.

Examine your data in detail, you will find that not all keywords are supporting your ad in attracting traffic.

Most of them are lying ineffective. Your primary responsibility is, your ad copy should match with your keywords.

When the keyword list becomes lengthy the chances of their getting properly matched gets reduced. This disorder makes pay-per-click ineffective.


  • Irrelevant Grouping of Ads

This situation gives rise to another type of irrelevancy that goes hand in hand with keyword overstuffing. The foundation pillars of an ad campaign lie in the ad groups.

They must be knitted well in line with the main theme. When different ad groups are not created keeping the central theme in mind and do not follow the keyword’s semantics, things become chaotic.

It results in an utter mismatch of ad copy and landing page. The relevancy of the campaign receives the hard hit and garners poor leads and low conversion rate.


  • Large numbers of an Ad campaign and /or Ad Groups

Are you a retailer who has the market share all over the world. If not then stop running thousands of Ad groups and ad campaigns.

You really do not need so much of them. It unnecessarily stretches your budget far. Most of the Ad groups do not even generate fruitful traffic, impression, and revenue.

These junks clutter the entire thing and should be removed as soon as possible.

Take cognizance of irrelevancy at different levels of your campaign. Click To Tweet


8. Low Click-through-Rate

According to PPC Hero, you need average 2% click-through-rate in search network. It can be said that for every 100 impressions you must receive 2 clicks.

When your campaign receives poor click through rate it indicates some warning signs that together bring about this situation.

Poor click through rate actually increases your advert budget. CTR directly affects your account’s quality score which is instrumental in reducing advertising cost in Google.

Low CTR indicates poor ad position. When your ads fail to remain in the top ad position for a considerable amount of time, CTR gets affected.

Most visitors click on the ads which appear in the top positions. To improve on this situation you have to-

  • Boost cost-per-click
  • Improve Keyword quality score

Your ad should be relevant to what you actually sell. Relevancy of landing page plays a significant role in deciding CTR. CTR partly works behind deciding CTR.

CTR is directly related to quality score. Along with landing page avoiding the use of Ad extensions also puts quite an impact.


9. Irrelevant Landing Page

When a landing page becomes eligible to show, Google immediately crawls to evaluate its relevancy.

If Google deems the landing page as irrelevant then like a chain reaction CTR, quality score decreases and CPC increases. Landing Page’s irrelevancy inflates ad spend.

Poor landing page not just puts your CTR down but also downs your quality score. When a visitor is redirected to a landing page, its content should cater the query of the visitor.

Keep the following things in mind to make your landing page potent-

  • The landing page should load quickly. Slow loading of a page affects quality score.
  • If the landing page is your destination page then make its keywords and ad copy as much relevant as possible.
  • Send visitors to the most relevant page of the website and avoid home page.
  • Make sure it contains your keywords else it would have a serious impact on the quality score.
  • Not having a comprehensive privacy policy and details of the cookies used on the site is a breach of Google’s guidelines.

10. Optimizing Social Media, SEO and Content Once in a Quarter


Social media, SEO and Content marketing, these three pillars require updating on a regular basis. A weekly updating is preferable. Most marketers learn this aspect after losing their valuable bucks in PPC.

Do not try to do the hat of a social media and SEO expert and content manager’s hat together. By doing that you will corner your account and make it suffer.

Agencies which promise to give your all square service check their employee strength and past record to know if they really can pull off the job efficiently.

Give at least 20 mins per week assigned to AdWords.

Do not juggle multiple responsibilities if don’t know how to do it efficiently at regular intervals. Click To Tweet


11. Spending High but Conversations are not Growing


Many marketers experience this situation and tag spending in AdWords useless. There is common saying that spending in AdWords is similar throwing to money in the black hole.

Your company is not registering expecting ROI and you start thinking that AdWords is not suitable for your business. Well, this way most marketers think and it’s wrong.

Before declaring futility of AdWords please delve deep and avoid following things if you are practicing-

  • You are displaying your ads in both search and display network
  • Using only broad match and not using negative keywords
  • Your ads are not shown in their respective peak hours
  • Not using conversion tracking tools or any other mechanism to track conversion.

There are numerous factors which work behind generating ROI. Find them out and get the desired ROI.


12. Do You Rely on Optimization Tips from Google?

If you are solely relying on Google’s tips and suggestions you should have been seriously warned against. Most PPC experts advice to not follow Google’s suggestions.

Google being one of the most prominent profit making company of the world, is here only to do business with and make revenue. Keep this fact in mind.

Google wants your ads to receive most clicks as with every click Google earns millions. So, it gives you suggestion in a way which ensures that your ads receive more clicks.

In the journey, you will exhaust your budget. There are other multifarious options to choose apart from taking Google’s advice. So, take their advice with a pinch of salt.

Take Google’s suggestion and tips as little as you can. Click To Tweet


While using AdWords, most marketers fail to gauge the warning sign in their campaigns. This cascades in the low-quality score, conversion rate and low or zero revenue. Each warning sign discussed here imparts a vital effect in any AdWords campaign. Resolving these problems requires time and patience.

Know How to Implement Effective PPC Bidding Strategy


In pay per click advertising, advertisers bid on the most potent keywords to display their ad on relevant search queries.

Bidding prices often depend on the selection of competitive keywords as well as on the numbers of competitors.

When the specifically purchased keywords are typed into the search engine, the ads with matching keywords appear on the top of the organic result with the prefix ‘Ad’.

A successful PPC ad campaign is made of several efforts that make it a stand out among the sea of similar ads. Being a competitive arena squeezing out your best performance is quite a diligent task.

There is no prominent benchmark that defines a successful campaign. It is the zeal to research and testing that brings out the best thing from a campaign.

Bidding is the most crucial part of the entire PPC exercise. Creating responsive, relative ad copy, landing page and attractive call to action are not enough.

Poor bidding strategy can make campaign fail to achieve the goal. Click To Tweet

A bid strategy is crucial to utilize your tight budget or ad-spent in producing a good result. To achieve a considerable amount of conversion you have to make your ad appear against the most relevant search queries. In the same way, you should stop your budget being exhausted from bad clicks.

Most importantly the bid amount per click has to be competitive enough to win over its counterparts.


Make target oriented bidding strategy

PPC can be extremely beneficial for your business if it is strategized around your need. You may have a physical shop where your target is driving footfall.

It may be repeat purchase or getting most clicks on existing budget. You need to make it customized according to your need.


Let’s explore how you can create your bid strategy depending on your needs-


Automatic bidding may get most clicks on a specified daily budget

Before targeting this strategy, be sure that this bidding type can increase your clicks but they may not generate expected Conversions. The ultimate goal of any PPC practice is generating more conversions.

If clicks do not generate conversion then they are just futile. In spite of these entire if you strongly want to jump to increase your clicks then go for Automatic bidding.

In automatic bidding, AdWords show your ad in opportunities where cost per click is low. It allows you get most clicks on your daily budget.

Obviously, not all clicks will be relevant for your business and won’t convert into conversion. To combat this situation you should take off some external help to monitor the conversion rate.

If not monitored, this situation will continue to exhaust your daily budget without giving you any result.

Automatic bidding is suitable to apply on the ad campaign level. Applying it to the ad group level or keyword level would require use Flexible bidding strategy which is called Maximize clicks.

In this version of bidding, first, you will create a strategy and apply it to the ad group level or keyword level where you want to.

This strategy will be exclusive for certain ads or keywords and that is why its spending would be separate from your existing daily budget. In short, you will be spending on your daily budget and also the budget allocated for maximizing clicks.

Maximizing clicks allows scheduling ads and takes care of the bid management.


Manual CPC Bidding

Manual CPC bidding is very basic bidding strategy of AdWords that allows you to set a maximum cost per click. This can be applied on per click, per Ad Group, per keyword or placement basis.

The basic difference of this strategy with automatic bidding strategy is it lets set your desired amount. In automatic bidding, Google does this job for you.


Get as much conversion as possible (Enhanced CPC bid)

When you want to bid high and have good control over it to garner maximum possible conversion, opt for Enhanced CPC bid.

It allows you run experiments on bids based on the likelihood that they will convert. In this strategy, you must enable conversion tracking data. Based on conversion data AdWords will automatically adjust bid amount to generate maximum conversion.

Bids may get 30% increased for clicks which have higher possibilities of bringing conversion. Clicks with lower potential to convert get lower bids.


Set a specific cost per conversion by using CPA bidding

When you want to set a specific cost-per-conversion rate for the campaign Conversion optimizer would come to your aid. It is also known as CPA bidding.

Conversion Optimizer sets a target cost per conversion at the campaign level. In order to implement it, an advertiser much has at least 15 conversions in 30 days. AdWords uses account history to predict future conversions.

You will find that your cost per conversion rate is quite higher than your set target. But over the period of 30 days, you will find that your target is met.

Use this feature when your account has a considerable amount of account data. AdWords accuracy depends on how much data it gets to analyze.

More the data an account has, the accuracy of the calculation of AdWords increases. It allows AdWords to decide bid amount and meet the target.

If you put a very low cost per conversion target then AdWords won’t show your ads as the target is impossible to achieve.

Keep your eyes open while utilizing this feature so that AdWords reduce bid amount at an alarming level when usually you do not have the conversion.

If you are an owner of a bakery then your sell jumps up during Christmas and new years. But that does not mean your conversion stops during other times of the year.

Conversion optimizer increases bid amount during peak times and reduces then in when the conversion is low. Everything is done by scrutinizing your account’s historical data.

You should provide it a period of one month to know whether it is working for you or not.

Conversion Optimizer sets a target cost per conversion at the campaign level. Click To Tweet


Create a brand image with CPM Bidding (Cost-per-thousand viewable impressions bidding)

CPM bidding is for those advertisers whose focal point is creating brand awareness. They want a large number of people to see their ad.

In viewable CPM bidding, you set a target bid amount that accumulates you thousand impressions. It helps in generating more clicks and results in increased CTR. It might reduce your CPC bidding spend.

Google estimates how many clicks your ad may receive under thousand impression. In CPM bidding, you do not pay for the ad impressions which are not viewable.

Still, many advertisers simply prefer this option to increase their brand awareness.


Get the top position in paid search results with Flexible bidding Strategy

Before thinking about this proposition, think again whether you need it or not. If the top position in the paid search list is just kind of pride for you then please refrain from having such thoughts.

In Flexible bidding strategy, you can blend manual and automatic bidding to implement in selective areas of your ad campaign. It can simultaneously work on improving conversion rate, boosting keyword performance and also might be your return on spend.

For example, AdWords targets search page location bid put the ad in top position and adjusts bids accordingly. Keeping demand in mind AdWords would set the bid amount similar to the bid amount of top positioned paid ads.

If you find that their estimated bid amount is much higher then you can choose a bid amount that is the percentage of that bid amount. This way you can make a $2 bid amount reduce to $1 by reducing it to 50%.

You can put a cap to your max CPC bid so that it does not get higher than your budget.


You can go for flexible bidding strategy in AdWords shared library. There you will find six bidding strategies-

1.Enhanced CPC-

It has been already discussed above. It gives Google the freedom to enhance or reduce bid by 30%.


2.Target Search Page Location-

Using this strategy is fun when your ad is doing very well in Google search. Your ad is coming top of the organic search. According to Google, it automates bidding across campaigns, ad groups and keywords to show your search in the top of the page or first page.

The target of this strategy is only in search network. If you want to make sure that your ad gets a specific position in the paid search list then use ‘Target search Page Location’.

Before taking on this strategy remembers that it does not work in Google partner network and this strategy does not always guarantee that it would place your add at the top of the paid search list.


3.Target CPA-

There is an advanced option in CPA. You can use target CPA when your campaign has multiple ad groups and keywords for each of which you want to set different CPA target.

It is part of AdWords flexible bidding strategies. The good thing about it is you can set a minimum CPA and AdWords cannot set your minimum CPA bellow that.

Be careful about scheduling and mobile bid adjustment. If you won’t set it at 100% Conversion Optimizer and Flexible Target per Acquisition will set it for you.


4.Target Outranking Share-

If you have to count all your performance goals on the basis of surpassing your competitors then this is the bid strategy you can try.

If you set your target outranking share at 60% then Google will automatically set the bid amount to outrank your competitor in 60% of the auctions.


5.Maximize Clicks-

It functions same as automated CPC bidding. But this strategy often generates low-quality clicks and low conversion.


6.Target Return on Ad Spent-

The ultimate goal of PPC is getting a decent return of money spent on ads. The only way to achieve this is having a good conversion rate. Good CPA is important but unless it brings enough conversion it is fruitless.


The strategy should aim toTarget Return on Ad spends (ROAS)’. To make this work you need to apply a conversion value to each conversion. It takes your conversion value or Google Analytics e-commerce value in the account.

By tracking each conversion AdWords puts a certain value on it.

Suppose a request to quote costs $11 for your business and AdWords puts the value to conversion accordingly. Again your target is 6xROI then your target return on ad spent is 600%. For every $1 spent you are expecting $6.

Good CPA without good no. of conversions is not good for your business. Click To Tweet

Bid Modifiers

Bid modification is an equally important task as choosing the right bidding strategy. As bids vary depending on geographic location, the day of the week, time of the day and device, changing the bid amount according to becomes very much important.

You must monitor all the metrics in order to see whether the set location, date, time of the day or device is yielding the proper result or not. Are those selections are proving right for your ad?

Find out the peak time slot of your ad in the entire week or entire day. Find high conversion locations in view location under dimensions tab.

If California is proving expensive and unprofitable for you then set negative bid modifier for California.

Modify your bid to get maximum benefit from your campaigns. Click To Tweet

Target sales not conversion

Do not target conversion just because you are supposed to. Your target is sales. Conversion is the desired goal of the advertiser; it may not be a purchase.

Tracking sale generating keywords is mandatory to know how many leads it can generate. Unless you are considering your PPC traffic similar to a random cost per conversion goal.

Do set your hands off if you see high sales rate than others. Just work with more zeal, try to acquire them and bring more conversion for your business. It will help you in gaining more revenue.


Impact of seasonal trends, offers, and different keywords

Seasonal trend is the powerful factor which leaves a great impact on sales. For example during Christmas flight fares, cloth and food items see a sharp rise in the purchase. This is called seasonal impact.

Similarly, during Valentine’s Day, the sales of rose, cakes, and teddies increase. This is the time you should bid aggressively to capture as much conversion possible.

Certain keywords carry high selling potential. These keywords cost more while bidding but for their exceptional track record you must not avoid them. This signifies how the use of different levels of keywords brings impact on your margin.

Offers also have the magnetic quality of attractive sales and conversion. It is a sure shot weapon that fails less often in luring customers.


Different Bidding strategies

Bid Jumping

It helps you maintain high average position in spite of having lower bid amounts.You have to pay higher CPC along with higher CTR for a certain period just to lower the bids slowly later on.

In the mean time by lowering the bid amount you can find that your conversion rate is low and CPC is average but performance is stable.


Branded keyword Bidding-

Bidding on branded keywords is very much fruitful and it is more than the ability to control the ad message.

Branded keyword can increase the performance and strength of account to a great extent. It does not mean that you must have them at any cost rather you can consider having them for your ads.


Make your customers come back and purchase again using RLSA

You want your customer to make repurchase and that is why remarketing list for search ads is what you need.

For repeat customers remarketing list for search, ads are the effective way. Though it sounds bit complicated but actually it is not.

The benefits of using RLSA

  • It targets relevant customers who have already expressed their interest and made a purchase.
  • It cuts out right bid amount by calculating the value of the potential customer who has already made a purchase and also improves ROI.
  • You can customize you message to make it more suitable for that customer who has already paid a visit and purchased.
For repeat customers remarketing list for ad search is an effective way. Click To Tweet


Suppose, a customer has bought a black dress from you online and now you can increase the bid amount for that customer and start showing different accessories, makeup or matching the shoe to that customer.

The bidding cost will be comparatively low as the customer has already made a purchase from your site, the searching is for accessories, that is why she has higher possibilities of converting again.

Bidding high also allows you show accessories ads to an already converted customer and ads also come higher up in the search results.

It is actually one of the many other ways to implement RLSA in your bidding strategy.


Closing Thoughts

In AdWords, many strategies are there and most advanced of them is flexible bidding strategy. It is flexible and at the same time complicated.

These strategies have tried to cater different needs of advertiser across the board. But the possibility of PPC is beyond those strategies.

You can always mix your ideas and different strategies to suit your need. None of these strategies promise to provide guaranteed success. The success lies in finding out what works for you through several trial and tests.

Most advertisers fail to gauge the impact of implementing PPC in their business. With changing the environment and consumer behaviors, picking up new PPC marketing strategy is important.