Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Top 10 PPC Myths That Every Marketer Should Know

The Universe is full of myths.

From the Milky Way to Planet Earth

From Rocket Science to Human Body

From Traditional Marketing to Digital Marketing

Perhaps you shouldn’t be surprised if I tell you that there are certain myths regarding PPC as well.

Today, PPC has emerged as a powerful tool in terms of increasing your website traffic, reaching out to the potential customers, increasing your ROI and the list goes on and on.

Despite fetching so many benefits, PPC is sometimes seen with a suspicious eye.

Many misconceptions revolve around its working, its benefits towards big, medium and small businesses.

Some misconceptions were cleared during the course of time.

But some misconceptions grew and took the form of myths which created confusion in the minds of marketers regarding PPC.

Here, we have revealed 10 myths about PPC so that your confusion is cleared away and you can better differentiate between a myth and a fact.

Myth No. 1: Being On The #1 Position Is The Most Profitable

This is not completely true.

No doubt that being on #1 position gives your ad the best visibility and maximum exposure.There can be more conversions while being in the #1 position.

However, this does not always happen.

Being in the #1 position can actually cost you more than you think. Click To Tweet

You might end up spending more than what you are actually generating.

The first position brings in lots of searchers who are probably only searching and have no intention of making a purchase.

By clicking on your ad, which is by far the first ad in the SERP, they spend some part of your PPC budget and if they don’t convert, you have simply wasted that part.

If your business goal is to create brand awareness, doubtlessly being #1 is a great position.

But if you are more inclined towards making conversions, be a little cautious with the #1 position.

Also, keep experimenting with ad positions to see which position works best for you and lets you achieve all your desired business goals.


Myth No. 2: You Can Set and Forget The PPC

Unfortunately, many marketers think that they can create campaigns and ad groups, set bids, and budget, target keywords, make ads and simply walk away.

Sounds very easy, isn’t it?

But it is a big NO! NO!

Repeating the fact that PPC is NOT a set and forget the thing. Click To Tweet

If you want to make the most of the investment that you are spending, you need to continuously monitor and test various elements of a PPC campaign rather than leaving all of it alone.

Make changes in the campaign as and when needed, target and test different ad copies, constantly monitor the ads and keyword performance, include negative keywords, adjust the bids.

Since the search engine algorithms are constantly changing, therefore, your ads also needs to adjust according to it because only then you will stay in the competition.

Just because PPC requires dedicated time and effort, many businesses choose to outsource their business to PPC agencies that can devote proper time and effort to the management of PPC campaigns.


Myth No. 3: PPC Is Too Expensive

PPC can be expensive but not always.

Maybe there are times when things do not work out for you and you face a loss but that does not mean that you should never try it.

Maybe once or twice the cost of PPC was much more than your expectation, but that certainly does not mean that you are going to bear a loss every time.

You have to be patient and give PPC campaigns enough time to give you the exact results you are looking for.

PPC is flexible and allows you to set maximum daily and monthly budget for your campaigns. Click To Tweet

After you set your budget, there are negligible chances of overspending unless you change your budget.

If some keywords are being too expensive, you can re-define the keywords and also adjust the bids accordingly.

By linking the keywords, ad copy and the landing pages, you can convert more and more visitors, thereby generating revenue and reducing cost.

You can also start targeting more specifically and make your PPC campaigns cost efficient.  

Myth solved here is that you have full control over your budget and you are the only one who is going to decide over the ad spend.


Myth No. 4: No One Clicks On PPC Ads

Trust me on this if no one clicked on PPC ads, they would have drowned way before.

However, there are a lot of people who still believe that no one actually cares about PPC ads and hence do not click on them.

There are millions of businesses at all levels (whether small, medium or large) that are associated with PPC advertising and hence are making huge profits.

And further, imagine Google that earns a large part of its revenue from PPC advertising.

Let me tell you that when a visitor clicks on a paid ad, the advertiser then has to pay Google an amount.

Therefore, Google would not have been one of the most profitable digital companies in the world hadn’t anybody clicked on PPC ads.

Your ads won't be ignored if they are directly relevant to your target audience. Click To Tweet

Many internet users do not know the difference between an organic ad and a paid ad, hence all the ads in Google receive clicks irrespective of it being an organic ad or a paid ad.


Myth No. 5: More Keywords Leads To Better Performance

Absolutely incorrect!

This is one of the most powerful myths that has created utter confusion regarding PPC among the marketers.

Having more keywords can certainly get you more impressions and clicks but it does not guarantee more conversions.

Do not forget the fact the ultimate goal of a PPC campaign is to generate more conversions rather than impressions and clicks.

Do not overstuff your campaigns with keywords, measure the relevance of the keywords with respect to your business and then target the keywords.

Moreover overstuffing your campaigns with keywords will only burn out your budget without giving you much time to generate a satisfactory ROI.

Constantly measure the performance of your keywords and bid high for the top performing ones and bid low for the nonperforming ones.

Ensure that you specifically create targeted ads that correlate with your target audience. Click To Tweet

After determining your business goals and marketing budget, control your keywords so that they are within the budget limit.


Myth No. 6: Test Ads All The Time

It is correct to test different elements of PPC campaigns to measure their performance but testing all the time is not justified at all.

You should always take your time to develop a testing plan. Click To Tweet

When you are testing your ads, decide beforehand whether you want to pause that particular ad or leave it running.

Also, give your ads a considerable amount of time to showcase their talent of attracting more visitors.

Just because a certain ad fails to attract visitors does not mean that it is useless.

There comes the time to test as to what factor is making it unattractive or what is the cause behind the ad not getting sufficient clicks.

Let your ad reach at least a score of 100 clicks before making any final change.

By this, you will get to know the true outlook of the best performing ad.

By being impatient and pausing an ad too early, you could possibly pause an ad that had a potential of getting outstanding results for you.


Myth No. 7: PPC Affects The Organic Position

The explanation for this one is pretty simple.

PPC has to do nothing with your organic position.

The traffic that is generated from the organic ranking is free while that generated from PPC campaigns is paid.

If your organic and PPC ads are super relevant to the search queries, then both your ads will be displayed by Google.

PPC has no correlation with your SEO ranking either positively or negatively. Click To Tweet


Myth No. 8: PPC Is Not Required If Organic Rank Is High

Having a high organic rank is great however also having paid ads can double your results when it comes to increasing traffic and generating higher ROI.

A lot of people still have the mindset that PPC and SEO are enemies and work against each other.

The reality is little different. PPC and SEO work best when they are combined.

They result in increased visibility and exposure, gets more qualified traffic, maximizes the conversions.

It is obvious that free is better than making a payment for having your ads displayed.

But is it also important that your ads are displayed before the right target audience and for this reason, you need to have PPC advertising even if your organic rank is high?

With PPC you can target a broader range of keywords that widens your audience exposure. Click To Tweet

There are some people who would automatically neglect the paid ads and skip to organic ones and vice versa.

So having both the organic ranking and paid ads is the perfect combination to get your desired business results.


Myth No. 9: Google Is The Only Search Engine Worth Advertising On

Certainly not important.

Google is definitely a leader when it comes to PPC but it is NOT THE ONLY advertising platform.

Yahoo and Bing are other search engines that are worthy enough for PPC advertising.

Although a number of searches in Yahoo and Bing are relatively low than Google but they clearly can not be ignored.

For some accounts, Yahoo and Bing have even worked better than Google in getting more conversions and generating higher ROI.

The Cost per Click in Bing is comparatively less as compared to Google.

This means that you can get a good amount of qualified traffic by spending less.

You should at least give a trial shot to Yahoo and Bing in accordance with your PPC campaigns. Click To Tweet

And who knows you may get a surprise by their performance.


Myth No. 10: Turn Off The Account At Night As No One Is Searching For Them

Gone are the days when the customers were confined to opening hours of the day.

Online advertising can literally be done 24/7.

By only sticking to a particular time of the day, you could possibly lose a lot of traffic.

Switching off your accounts at night thinking that no one would be searching for it is a really bad idea as you certainly let go the potential customers.

Just because you are sleeping doesn’t mean your potential customers are also asleep.

You can use Google Analytics to see what are your peak times to show the ad.

Abide by that and schedule your PPC ads according to the peak times.

While serving international customers, target them according to their time zones. Click To Tweet

Given any reason, if you are inclined towards turning off your account, make sure that you conduct proper research are also backed by solid data.

As everybody knows that the internet is not restricted by hours and is 24/7 available, make sure to take full advantage of that.



Do not get deceived by these myths and be smart enough to get your PPC campaigns be productive for you.

I really hope that I’ve helped some of your confusions regarding PPC and also helped you to debunk the PPC myths that were the reason these confusions.


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Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

Common PPC Keyword Research Mistakes that You Need to Avoid

Keyword Research is one of the most critical aspects of PPC universe.

Most of the advertisers even consider it to be rocket science.

Perhaps, it is the first step that the marketer should take when they are advertising through PPC.

Keyword research is like creating a foundation of the building.

It is complicated and requires a lot of hard work and is an important factor in determining the success of the entire PPC campaign.

A simple misunderstanding at the initial stage of PPC campaigns can endanger everything that you do from that point onwards.

Keyword Research basically helps you to identify and target keywords that are most relevant to your audience.

Keyword Research can either make or break the performance of your PPC campaigns. Click To Tweet

Before carrying out a keyword research for your PPC campaigns, it is important to avoid common PPC mistakes that many PPC advertisers make while performing keyword research.

Avoiding common PPC keyword research mistakes will help you reaching your target audience so that your ROI and conversions are maximized.

Here are some common PPC keyword research mistakes that should be avoided.


1. Selecting keywords that are irrelevant to your customers

It has been noted that most of the marketers pick keywords that have high search volume, but they often ignore the relevancy of the keywords to their target audience.

Be sure to choose keywords that are relevant to your target audience. Click To Tweet

For example, if you are targeting customers who are targeting for high-end luxury clothing stores, you should not pick keywords like “low-cost clothing stores” or “affordable clothing stores”

These customers are not searching for those keywords. Instead, you should choose keywords like “best luxurious clothing stores” or “high-quality clothing store”

You need to understand that different customers have different concerns and user intent. And so they use different words when they search.

Here, you need to understand the language and the needs of your customers.

It sometimes becomes really difficult to understand all the queries of your target audience because they are wide in number and almost every visitor has different terminology.

So, to avoid the confusion here, you should target keywords here that are highly relevant and laser focussed towards what your business offers.

If you are targeting keywords that are inconsistent with your users, you are simply wasting your advertising budget.

Remember, every visitor has an intent and is looking for something. So you have to make sure that you provide an apt answer to your customer’s query.

A better way of performing keyword research is manually searching keywords in Google and noting down the kind of results that come up.

By doing this you will get an insight whether the keyword is relevant to your product or service that you intend to deliver to your target audience or not.


2. Targeting too broadly

This is one of the most common mistakes that marketers make with keyword research.

They target keywords that are so broad that they become unrealistic for their company.

Search volume is one of the most important metrics to keep into consideration when you are looking for perfect keywords.

But when using tools like Google’s keyword tool, do not make this mistake of looking at broad search volumes rather than exact match.

Broad match keywords are significant in finding the search queries and estimating the actual behavior of the visitor.

If you aren’t careful with this, you will go beyond the limit of keyword research and that will only add up to your wasted ad spend.

Specific keywords cost less for PPC and often have higher conversion ratios. Click To Tweet

They also help the ad to rise to the top of the SERP more quickly.

Remember this, when you are using tools to estimate search volumes, use less of broad and phrase match keywords and more of exact match keywords.


3. Aiming at unrealistic keywords

Keyword Research emerges to be a straightforward yet lengthy task.

You choose a keyword research tool of your choice and select keywords that are related to your campaigns with the highest search volumes.

Is it usually the correct and the most productive method of finding keywords?

Sadly! It is not.

It is definitely not the correct way to research for keywords if you want to see real results.

If you have just started a campaign, you should not aim at competitive head keywords.

Instead, you should choose long tail keywords as they are easier to rank and have a relatively higher chance of conversion.

Targeting one-word keyword is quite unrealistic plus unprofitable. Click To Tweet

For example, if someone is searching for “Acer laptops” is quite ahead in the purchasing process than someone who is only searching for “Laptops”.

While targeting keywords, think about the searcher who is almost on the verge of conversion.

Perhaps, there is no major fault in targeting generic keywords.

But if, you have a campaign that is limited by budget and you want results in less time, targeting less competitive keywords is a much better way to utilize resources.


4. Opting for keywords that have no traffic

Long tail keywords are a great way to begin a keyword research.

These keywords get less traffic but then you have a higher chance of converting your visitors into customers.

Long tail keywords absolutely become a good match for those users that use specific terms when they are searching.

Moreover, if your keyword is too specific and does not attract any traffic, it will not help your campaigns.

Selecting too specific keywords can sometimes be unprofitable. Click To Tweet

Hence, you should make sure to aim for those long tail keywords that are capable of attracting sufficient traffic.

As it is said that “Something is better than nothing”. The same quote can be applied in the case of keywords as well.

Instead of having specific keywords that generate no traffic, you should choose long tail keywords that attract moderate but existent traffic.

Even if you select keywords that attract the adequate amount of traffic and are comparatively low in competition, might not be fruitful for your campaigns.

So, select keywords that are both productive and generate high-quality traffic.


5. Focusing on one or few keywords

Another mistake that internet marketers do while conducting keyword research is that they tend to focus on either one or few keywords for their campaigns.

One or few keywords become very reluctant in generating more traffic as they are way too general and highly competitive.

Moreover, they do not cope up with the searcher’s intent.

They are led by a misconception that by focusing on one or few top keywords, they will fetch the most reliable PPC results.

Since in PPC, there is already a lot of competition for the keywords.

As pertaining to that if you still choose to go with one or few keywords, you would be doing nothing but wasting your dollars and time.

In order to drive more traffic to your website through PPC campaigns, you need to focus on optimizing more keywords for your PPC campaigns.

Focus on optimizing more keywords that bring your potential customers closer to you. Click To Tweet

So to make most of your PPC campaigns, try composing your keyword list of mostly long tail keywords because they prove to be more relevant to the searcher’s intent.

Also, make sure that the keywords that you are incorporating in your keyword list should focus more on the user’s intent.

These keywords will not only bring you closer to your target audience but also prove to be conversion oriented.


6. Ignoring the search trends

Search trends can have a significant impact on the keywords that you are targeting through keyword research.

Search trends give you a good clue about what the people think while searching for a product/service and on what keywords are getting the most number of clicks.

So, it definitely a wise idea to keep a close eye on them.

Keywords also face ups and down over time.

And staying up to date with these trends is a great way to formulate your keyword strategy effectively.

Targeting keywords all by yourself while conducting keyword research is not the correct strategy.

You should consider the intention and the language of the searcher as well.

Also, before targeting any keyword, evaluate its current search result. Click To Tweet

This search evaluation of the keywords shows the competitiveness of the keyword, which is essentially important for keyword bidding.

Moreover, you should also analyze search reports of your website.

It gives you a ready made list of potential keywords which the users might have searched.

These keywords come directly from your targeted audience and make your work easier of finding quality keywords.


7. Not reviewing the chosen keywords

It is universally accepted that PPC marketing is an ongoing process that requires continuous monitoring.

Same is the case with keyword research, as it is dynamic and flexible that need constant attention.

The tastes, preferences, and expectations of the users constantly change, develop and evolve over time.

As a result, their choice of keywords also changes simultaneously.

This makes reviewing your regular keywords comparatively essential.

While performing keyword research, conduct keywords audit and reviews to remove the underperforming keywords and to identify more profitable keywords.

Have a look at our previous blog on “Complete Guide on How to Use Keywords in PPC”

In that blog post, we have mentioned the tips and strategies to deal with performing and non-performing keywords.

Do not leave your keywords running for too long.

You should regularly monitor your keywords to know:

  • Which keywords are overspending?
  • Which keywords are under-performing?
  • Which keywords are generating no or less traffic?

Hence, it is always beneficial to keep an eye on your keywords to assess their performance because he keywords that seemed relevant today might lose its relevance tomorrow.

So, you should constantly revisit the keywords of your choice to make sure that they are still working.

Have a constant check on the keywords to ensure that they are still in progress. Click To Tweet

By reviewing the keywords every now and then, you will not only clean up the mess but be able to focus on keywords that drive results.



Before you dive into keyword research for your PPC campaigns, you should know about these common keyword research mistakes that many advertisers make.

Executing keyword research takes a lot of time.

It is important for you to take a considerate amount of time and really think about the keywords that you actually want to bid for.

Avoiding these mistakes related to keyword research can save your time, help you to formulate a successful marketing strategy and drive in the potential and targeted customers.

By targeting valuable and appropriate keywords, your traffic and conversions will increase. Click To Tweet

On the other hand, by choosing the wrong keywords, you will simply waste your budget.

So, it totally depends on how you conduct the keyword research.

Hopefully, we have provided you with ample information that might prevent you from making common keyword research mistakes.



Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

How To Avoid Most Common PPC Mistakes

Pay per Click (PPC) advertising is an outstanding way to drive traffic to websites.

By applying keyword based PPC ads, marketers can generate more leads and sales and increase their profit.

Creating a profitable PPC campaign can sometimes be challenging and hence requires expertise management to run it successfully.

We all are humans and therefore capable of making mistakes.

And as you manage few PPC campaigns, making mistakes becomes pretty common.

Making wrong decisions while setting up PPC campaigns can cost you a lot.

Your whole account including your ads can suffer as a result of common PPC mistakes that be easily avoided.

Fixing of these problems would mean saving thousands of dollars and generation of extra revenue.

This is the reason that we have incorporated this article which covers the 8 most common PPC mistakes that marketers make.

Our main aim in writing this article is to increase your awareness of these problems and the consequences and the methods by which you can avoid these mistakes.

List of most common PPC mistakes that can be avoided.

1. Not knowing the fundamentals of PPC

Before you start up with any PPC advertising, it becomes very important for you to understand the fundamental concepts of PPC campaigns.

Sadly, some PPC managers just overlook this fact straight away jump in assuming that they can figure out everything on the basis of trial and error.

Starting PPC campaigns without knowing the essentials could be a very costly mistake. Click To Tweet

Therefore, prior to setting up your PPC campaigns, you should understand the basics of keywords, ad copy, landing page, bid adjustments, audience targeting etc.

Understanding the key ideas above will help you to make appropriate adjustments in your campaigns so that they are successful.

Apart from understanding the basic elements of PPC management, you should also be aware of certain warning indications in PPC.

Fundamental elements of PPC are:

  • Keywords
  • Impressions
  • Clicks
  • Click Through Rate
  • Landing Page


2. Using Broad Match Keywords

It is important for you to use keywords correctly and appropriately.

You should avoid this mistake of using broad match keywords while running a PPC campaign.

Most of the advertisers use broad match type keywords that bring in irrelevant searches thus leading to wasted ad spend.

Broad search keywords are hardly recommended as there is already tough competition for generic keywords which prevents your ads from ranking high in the search results.

If you set up broad match keywords, you will be targeting searches that are beyond your reach and inappropriate for your campaigns.

For example, if you are only selling formal shoes and you add a keyword phrase “formal shoes”, your ad may still show up for queries like: “When should I wear formal shoes?”, “Shoe polish for formal shoes.” etc.

Broad match type keywords do not provide you with enough information about the user intention. Click To Tweet

Therefore, to achieve the desired results you should make your PPC keywords compact so that your prospective customers reach out to you.

To know more about the types of keywords, refer to our previous blog on “Complete Guide on How to Use Keywords”.

3. Not using Negative Keywords

Negative keywords are a very fundamental part of a PPC campaign.

Negative keywords help you to get the right type of traffic based on your campaign goals. Click To Tweet

Not adding negative keywords to your PPC campaigns is a very common mistake that needs to be avoided.

By preventing your ads being shown to irrelevant queries, negative keywords not only save your ad spend but also improves your campaign performance.

In order to combat the unwanted clicks, it becomes really important for you to do research and come up with a good list of negative keywords.

For example, if you only sell laptops and not the desktop computers, then adding “desktop computers” as a negative keyword will be beneficial for you as now your ad won’t show up for desktop computers at all.

Just like common keywords, incorporate the negative keywords in your campaigns and gain the rewards of reaching your target audience more accurately.

By using negative keywords you can significantly reduce irrelevant ad impressions for your ads, improve your quality score and lower the Cost per Click.

In addition, your Cost per Acquisition and ad spend will decrease while causing your conversion rate to increase.

4. Irrelevant Landing Page

The landing page is where you close a deal with the customer in PPC.

So, a continuous process of landing page optimization becomes exceptionally necessary.

Whatever you state in your ad, repeat it on the landing page where you are taking your visitor.

Ensure that your landing page is relevant to the query. Click To Tweet

By not creating a relevant landing page, you will disappoint your customers when they click on your ad.

The most common mistake that the beginners do is that they make all their ads land on the home page.

Moreover, the home page is the introductory page of your site whereas the landing page is a page that is built for a conversion objective.

Now just imagine that you have created a very good, eye-catchy ad copy and have even added ad extensions.

Your ad copy is simply perfect but when your user clicks on your ad, he is directed to a wrong landing page. The result of this mishap will be that your user will lose interest and will not convert.

Sending all the traffic to one landing page or even worse the home page is indeed a terrible idea.

You should design a target oriented landing page that serves only one purpose.

Therefore, it becomes really important for you to use correct landing page and also maintain a relevance between the keywords, ad copy, and the landing page.

5. Not improving your Quality Score

Quality Score is a metric in PPC advertising that reports the relevance and historical performance of your keywords, ads and landing pages with respect to the search query.

Your Quality Score can either make or break your campaign.

There are many factors that can lead to negative Quality Score.

For example, if one of your ads has a low score and you do not make any changes to improve it, then your entire campaign will have to face negatively because of it.

Low-Quality Score increases your campaign’s cost and lowers your impression share. Click To Tweet

Quality Score acts as a helpful warning to let you know when you have to optimize your PPC campaigns.

There are a number of factors that determine the Quality Score like:

  • Click Through Rate
  • Landing Page
  • Keyword Relevance
  • Ad Text Relevance
  • Historical PPC Account Performance

For your ads to be successful, Quality Score is an important factor.

It not only plays a key role in determining your ad position but also tells you how much will you pay for a click.

Therefore, the more relevant your ad, the more will be your Quality Score.

6. Considering #1 position to be the most appropriate

Advertisers scramble over each other to make sure that their ads make it to the top position.

Because they think that being on top determines their campaigns’ success.

A common assumption about PPC advertising is that #1 position is the ultimate goal.

In reality, there is a slight change.

#1 position isn’t always the best ad position for your business especially when you are paying a lot of dollars for a click and when you have broad match type keywords.

Being #1 will mean that your ad will attract visitors who might not have used the right keywords for their search query leading wastage of ad spend.

Certainly, #1 position will not hurt your ads from impression perspective but it is not an optimal position from conversion or ROI point of view.

According to a blog post by Search Engine Watch, it is also said that #1 Position doesn’t always get highest CTR.

One more thing to consider is that just because your ads aren’t appearing on #1 position does not mean that they aren’t being clicked or your potential customers aren’t visiting your website.

#1 position receives a higher percentage of clicks yet it generates the most non-converting traffic. Click To Tweet

7. Creating Weak Ad copy

One of the most important elements of any PPC campaign is the ad copy.

With the right keyword targeting, great bidding strategies and appropriate audience targeting, an ad copy can still make or break your campaign.

No doubt you will draw in more customers and leads if you create a very general or broad ad copy.

But this will also make your ads feel neglected by your potential customers.

Ad copy is the only part of your work that your target audience will interact with. Click To Tweet

So, make it the best you can.

Also, make sure that you target that audience who can benefit from your product or service.

Remember the best way to improve your ads is to study other ads, only then you will get an idea on how successful ads are created.

Another mistake that the marketers do is that they don’t use enough keywords.

Use keywords as much as possible because this will help your ad to connect to your user’s search query.

If you have any available offers, promote them in your ad so as to make your ad copy stand out above all the other ads.

8. Not Tracking Conversions

Conversion tracking is a method which enables the advertiser to know from where the conversion came from and what initiated the conversion.

If you think that your job is done after creating and uploading your campaigns, maybe you have a false impression about PPC advertising.

You need to optimize your PPC campaigns in order to get better results and for this, you need to have a proper process of conversion tracking.

Conversion tracking is important because PPC advertising involves multiple marketing activities, so unless you know from where the conversion has come from you will not be able to know which parts of your marketing activities are generating conversions and which are not.

Through conversion tracking, you can either stop or improve the non-converting marketing activities.

Conversion tracking isn't a one-time activity, it should be constant to improve your conversions. Click To Tweet


Only when performed correctly, PPC management can take your business to new heights.

Moreover, the problem is that some marketers end up ruining their PPC campaigns by making simple mistakes that could have been easily avoided.

By using keywords correctly, having a relevant landing page and by conversion tracking, you can make your way towards winning campaigns.

Avoid these 8 PPC management mistakes and you could run successful campaigns that your clients will applaud.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

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.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

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.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

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.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

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.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

How to Maximize Impression Share in PPC

An impression in PPC is how often your ad was shown.

Each time your ad appears on Search or Display network it will count as an impression.

To bring good numbers of impressions your ad needs to be relevant and must have high performing keywords.

To bring good numbers of impressions your ad needs to be relevant and must have high performing keywords.

When a total number of impressions received is divided by the estimated numbers of impressions your ad is eligible to, you get a measure of impression share.

Impression share is a dependent variable, which is dependent on your current ads’ targeting settings, approval statuses, bids, and Quality Score.

Impression share differs at different levels. In each level, it is controlled by different metrics. It can be viewed at ad group level, campaign level, and keyword level.

Impression share is mostly affected by the geo-targeting and quality score. Keyword match type also leaves a mark on it.

If broad match keywords are considered then they actually increase reach to more audience but most of the cases they maximize exposure of your ad to irrelevant queries.

Companies with low budget should refrain from using broad match. Exact match keywords and medium to long tail keywords are what they should start with.

Impression share differs with the change of network. Impression share metrics actually provide greater insight into the nuances of impression share.

Think impression is your market and consider impression share as your market share. It truly defines the length and breadth of your market.

Impression share is mostly affected by geo-targeting and quality score. Click To Tweet

Why is Impression Share So Important?

Impression share is a metric that helps in keeping the tab on the health of the campaign and overall success.

Analyzing Impression Share can reflect 2 major elements of your campaign-


It shows the status of the keywords. The performance of the keywords can be monitored through it. It provides required guidance in keywords expansion and gives you courage and confidence regarding their implementation.

Using search query Report you can include negative keywords in order to come pinpoint regarding the search queries of the users. It is an important aspect of improving campaign’s performance.



You impression share is your market share. Close analysis of impression share allows you to discover why you are losing this valuable business proposition- is it for budget or rank?


Let’s discuss the comparative metrics that help in closely monitoring impression share-

Search Impression Share-

It is the impression you receive in the search network divided by the estimate of eligible impressions.

Your target impression share should be 80% in your powerful regions.

Finding the right keywords for ROI takes time and budget is a crucial factor. You should know actually which group of keywords is working for you. If search impression share is high then you do not have worry about other metrics.

Finding the right keywords for ROI takes time and budget is a crucial factor. Click To Tweet

Search lost impression share (budget) –

It is the percentage of impression you lost due to insufficient budget. This data is available at the campaign level.

When you lose your campaign you miss out important share in the marketplace. In such situations, strengthen your targeting and my search term reports to add a negative keyword.

Also, before recommending the additional budget, evaluate keywords. To reach the most relevant target audience, use controls like bid adjustment by location and ad scheduling.

Search lost impression share (rank)-

It happens due to poor Ad rank your ad did not show in search network. Remember this situation will not be indicated in your Ad groups tab.

Before improving Ad rank first, improve your landing page by conducting tests. By grouping and matching of keywords, try to enhance the quality score.

Search exact match impression share-

When the number of impressions received by your ad through exact match keywords or close variants is divided by estimated eligible impression, you get this metric of impression share.

Include more keywords which are actually multiple variants of the currently used keyword. Variations including the keyword must exactly match the query that the users put.

With high CTR and good volume of traffic, medium and long tail keywords may help you gain efficient clicks.

Display impression share-

Display impression share is the number of impressions received divided by a total number of eligible impressions. It is similar to search impression share; it shows how the display network is pulling traffic for the ads.

Display lost impression share (budget)-

The percentage of display impression share due to lack of display impression share for having an insufficient budget. This data is available only at the campaign level. You cannot get it in ad group level.

Display lost impression share (rank) –

The percentage of display impression share lost due to lack of sufficient Ad rank in display network. Again this data is available in campaign level only not in ad group level.


How you can see the campaign level impression data

It is important to monitor your data at the campaign level. Checking at this point AdWords allows you to gather greater insight into where your entire effort is falling flat.

After opening your AdWords account follow these steps-

Click on the campaign tab

Click on columns buttonSelect customize columns and then select competitive metrics

Select customize columns and then select competitive metricsNow, add the impression share columns

Now, add the impression share columns


Enable viewing of impression shares data by adding impression share column in specific ad groups on Ad groups and keywords tab. You must ad impression share column in each tab.


Analyzing impression share data

Impression share data is the report of your potential opportunities and it helps you design strategies to get more impressions and clicks.

It provides you deeper analysis of the volume of traffic you have at present or the numbers you have missed. Also, what is the reason behind low impression share whether it is for Ad rank or budget?

If 70% is your campaign level impression share, do not be complacent about it, work hard towards achieving rest 30%.


Approaches to Improve Impression Share



Your budget limit may hamper your campaign success. If your campaign needs further budget allocation or existing budget is not enough to fulfill the current needs then notification alerts would appear.

From impression search lost to budget, figure out the gap between the current and required budget. This metric will guide your future budget allocation.


Your Quality score may start falling due to low ad rank. It is always recommended that the run a script to keep track of your quality score on the daily, weekly and monthly basis.

Your keywords may be not providing optimum service to raise the quality score. Improve your ad copy or landing page to make it working.


Reading auction insights can provide valuable insights in the impression share. It helps in comparing and improving keywords.

A drop in the impression share could indicate the need for introducing newer and stronger keywords. It also tells you which is out-numbering your campaign performance.


Induce more competition by involving greater bid price. Work closely on bid adjustment. Invest more on powerful keywords and measure their performance regularly.

Put your focus on the exact match keywords. If the performance is still not improving as per your desire then go ahead in bidding more.

Make your campaign more competitive with higher bid amounts. Click To Tweet


Things that help to maximize overall impression share


Apart from working on improving keywords and increasing the budget for the entire campaign, there are things that play a vital role in maximizing impression share.

1- Ad quality-

Ad quality rests much on the quality score, selecting the right keyword, creating granular ad groups and creation and testing of ad copy. So, you need to look after at these fields.

2- Accelerate Ad delivery-

This option resides in the campaign settings. It determines how long the ad will be displayed throughout the day.

If a standard delivery rate is there in the Ad delivery methods, AdWords does not give any guarantee that you will get all the impressions.

Accelerated ad delivery, actually increases the probability that you will spend your daily budget every day. Accelerated is not recommended for all advertisers.

If your campaign type is ‘all features’, in that case only the ads in that campaign will get this thing enabled. Accelerate improves ad appearance.

It would make your ads appear quickly until it reaches the budget limit. It may happen that your ad is not showing for the rest of the day.


3- Increasing Bid-

Put your ad in the competitive position by increasing the bid amount. Higher bid amounts put a considerable amount of impact in determining ad position.

Higher ranking ads receive more impression share as they appear in the top position and shows greater relevancy with the search query.


4- Keyword match type adjustment-

Keyword adjustment is important. Broad match keywords bring more impression share.

If a brand building is your target then more your ads appear more the brand awareness spreads. In this scenario, conversion is not your ultimate goal.

Broad match is used by retailers whose target is market dominance.

Phrase match and exact matches should be your choice when conversions or sales are your primary goal. The more your keywords are close to the search queries of visitors, possibilities are greater for gaining conversion.


5- Adjust geographic location targeting-

Impression share is increased when your ad is appearing in a geographically favoring location. You must know which regions are interested in your product.

It may appear to be limiting your ads reach but displaying ads before the uninterested crowd is not desirable for getting quality clicks.



Impression share leaves its mark silently in your entire campaign, through positive or negative impact. When your ad appears to a willing visitor it turns outs into a conversion.

A close investigation in its metrics will provide you where and why your ad is losing its eligible market share. This phenomenon can be triggered by two elements in both display and search network.

Budget and Ad rank are two important aspects that work behind increase and decrease of impression share. Limited budget and low ad rank hinder ads impression share.

An advertiser can check the data campaign level. The practice of using exact match in search network works in promoting more impression share.

Impression share plays a great role in brand building exercise. But before delving deep into the impression share arena also, take care of the relative CTR.

Relative CTR calculation allows you know the position of your competitors. The data regarding their position allows you to revise and enhance your keywords or increase bid price to your ad more competitive.

The more competitive your ads are, more they will be able to snatch the top position and impression share from the visitors.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

11 Adwords Success Secrets Every Marketer Should Know

Google Adwords is a great way to drive a high amount of quality traffic to your website or landing page.

It needs a proper accumulation of knowledge on Adwords to manage PPC campaign perfectly. Correct strategic implementation can save your spending.

Google Adwords is a profound online marketing platform that gives your business maximum reach. The other name of driving quality numbers of traffics is generating revenue from the ad.

Google provides numerous tools and possibilities to optimize your campaign.You need to utilize them methodically to generate the desired ROI. You just need to have the proper mindset and perfect strategic theories to maximize your marketing.

It is not about huge structural changes but proper strategies that can generate revenue from your campaign. Here are a few ways to maximize AdWords results.

1. Modify Bids Based on Geographical Performance

The performance of the Adwords campaign can be greatly affected by geographical areas. One of the best ways to check which areas are performing better than the others is by using Locations report at Adwords or Google Analytics.

Always check the preferred locations and only after then set up the Adwords Campaign. You can avoid the less profitable locations and save more funds, which can be utilized to drive traffic from locations that are providing higher profits.

You need to create multiple campaigns depending on the specific locations. Create a specific campaign for a certain location. It will also help you set a daily budget for each campaign.

Google is providing enhanced campaigns, which lets you target a different group of people situated in different cities, metros or countries.

After few periods you will come to know which location is returning great ROI. And on this basis, you have to modify your PPC ad.

If a certain location is unable to generate good CTR, you must decrease bids on that location.

Do not forget to evaluate your geographical bids performance quarterly.

If your business is enclosed in a small location then the Location extension is also fruitful for you.

This is the first step by adding location extension to maximize your Google Adwords marketing.

Geo-targeting bids let you modify your bid based on customer’s location. Click To Tweet

2. Use Remarketing Campaign to Retarget Website Visitors


Remarketing is one of the best ways to target potential customers. It helps you show your ads to people, who have visited your landing page or website in the past but left without filling up the form or purchasing anything.

It is also the way of bringing back the people, who are most likely to purchase your products or services.

Every time these users lookup the internet for products or services related to your ads, your ad will be displayed when they visit third party websites. There are various kinds of remarketing methods you can use on Google Adwords.

These include-

1. Standard Marketing
2. Dynamic Marketing
3. Remarketing for Mobile Apps
4. Remarketing Lists for Search Ads
5. Video Remarketing

You need to analyze the data to develop the strategy. This could help you out to know whom you have to target and how you should design your re-marketing.

The remarketing strategy should be based on-
• Which pages are visited often
• On which products people are showing interests
• Which page cannot accumulate considerable traffic
• Remarketing list sorted out within the Analytics
• Selection of the right audience

Remarketing is a great tool to reach those visitors, who once visited your site before. Click To Tweet

Since remarketing is a great tool in Google Adwords to enhance your profit, do not forget to optimize it.

3. Do A/B Test for Your Ads

To maximize your ad and to have good CTR you must go through split testing your ads. A/B testing is a great option to improve your campaign.

A/B testing is not a new idea in Digital Marketing world. It is all about how strategically you are implementing the results out from the A/B testing.

Going through several testing with various ad variations is worth valuable to the campaign owners. As it helps you identify the flaws and mistakes.

A/B testing tells you how to improve your ad. An improved ad means better CTR. CTR is a key factor in determining the Quality Score, which helps you to maximize your Google AdWords.

Now you must be thinking What is A/B Testing.

This is an easy but effective split testing. A/B testing is a simple approach to your PPC ad. It lets you understand which ad copy is better to maximize your ad.

You have to make two consecutive ad copies for a group in a single campaign. Each ad copy must consist of different establishments from another but should target same term or query.

You must run both of the copies simultaneously to know which one is performing better.

Once you get to know about the better version, pause the poor one and make another ad copy to beat the best performing ad.

Experienced PPC Managers always suggest doing A/B testing to improve CTR. Click To Tweet

Do these Five simple A/B testing to boost your ad

i) Test Headline:

In a search, result headline is shown as a link. You must generate the most compelling headline to invite more quality clicks.

Headline carries the information about what you are going to offer. Keywords must be introduced at this level also.

ii) Body Text:

Body text carries the same idea as the headline does. But Body text elaborates your products descriptions or offers. Test body text by introducing various keywords and texts to know which version is attracting more traffics.

iii) Call to Action in Landing Page:

Test your landing page ‘call to action’ because the traffic is influenced largely by your landing page.

You may bring changes in wording, position, and matter in the ‘call to action’ setup. AB testing will simply tell you the perfect ‘call to action’ structure.

iv) Display URL:

In AdWords Display URL is another important feature through which customer can anticipate your content. It increases the chance of having clicks if your display URL can properly state what you are going to offer.

Ad link borrows the same valuable impact as the ad does itself on the conversions. Whether your link should be landed to a landing page or product page, AB testing will tell you. You may alter the link texts also.

v) Keywords:

A/B testing is the most powerful tool to know which keywords work for your ad. You will come to know which set of keywords or phrases are bringing greater conversions.

Tips to do A/B testing

    • A simple change can make a big difference. You may also introduce drastic changes on the ad copies.
    • You should run a single variable for a certain time
    • Measure your goal to know the best result
    • Always keep testing as you never know the limit of the best

Testing should be run to touch the finishing end. Do not stop testing before it shows the result.


4. Check For Negative Keywords

You bid for productive keywords. However, you should know about those terms close to your keywords for which you do not want your ad to be shown.

Implementing negative keywords is a great way to filter unwanted clicks. It will automatically rule out the searches that are not meant for your products or services.

Negative keywords let you have more control on your campaign. It helps in so many ways-

  • It stops driving unqualified traffic
  • It helps to improve CTR
  • You can improve your campaign performance by increasing quality bids
  • It will increase Quality Score, which helps to maximize your campaign

Google Adwords provides you with a search term report. You can check search term report on Adwords.

This report enables you to check the various terms used for which the ad was displayed. This is one of the best ways to check for negative keywords that need to be used.

You can build a strong list of negative keywords and enhance the ad campaign further. This is also a great way to save on the money spent on irrelevant terms.

Negative keywords increase CTR and bring more relevant traffic. Click To Tweet

5. Evaluate Keywords Based on Bounce Rate And Page Views

The keywords you use need to be evaluated correctly. Regularly check the conversion rate of your keywords for each campaign. This helps you figure out which keywords are performing well and which ones need to be taken off.

Reviewing the bounce rate lets you evaluate your keywords technically.

Understand Bounce Rate

According to Google Analytic when a visitor comes to your page, spends a few moments and leaves immediately or without going to other pages it means the visit bounces.

If your ad bounce rate is 20% or less, your campaign is doing the excellent performance. To experience up to 60% bounce rate is common in PPC ad but it needs to be improved.

But if your data tells that the bounce rate is more than 70% then you have to look for improvement immediately.

Bounce Rate = Total Number of Visitors made only one hit/ Total hits on the Page

The user behavior is often determined by the keywords you choose for your landing page and ad body text. If they both differ from each other user feels confused. It may lower their interest also.

Identify the productive keywords by testing your bounce rate also. Try to introduce engaging keywords for the landing page.

If your ad bounce rate is 30% or less, your campaign is doing an excellent performance. Click To Tweet

Page Views- important to assess the keywords

Page views can be considered as productive impressions. Usually, a visitor comes to your page and roams around few more pages. Generally, the visitor visits 2 or 3 more pages.

Each individual page the visitor visits is considered as page views.

As a campaign owner, you always focus on the revenue you gain; you must alter your keywords implementation on the basis of page views.

The more users roam around your pages the more they likely to make revenue for you.

Try to introduce keywords that can make the pages more engaging.

Engaging keywords will reduce your bounce rate and will help to maximize your ad by reflecting great conversions.

Bounce rates tell about the nonengaged visitors. Bounce rate is the percentage of bounces your landing page faces.


6. Don’t Use Mobile Apps


One major mistake most people make while using Google Adwords is not excluding mobile apps from the display targeting.

Google displays ads on mobile apps by default unless you take off this option.

It not only invites lots of unwanted traffics but also reduces overall campaign performance and affects the CTR badly.

Run Placement Exclusion and block unwanted clicks. If you have a strict budget then you must not opt for mobile apps.

The main rule of maximizing Google AdWords is to eliminate the unqualified clicks and to maximize the conversions.

Improper Display Network Traffic placement causes huge portion of the budget being to get wasted. Click To Tweet

Google Display Network demands diversified approach in order to run successful PPC Campaign.

According to a study, most clicks on mobile app ads are by accident or the ‘Fat Finger’. While these clicks will cost you money, you will not benefit from them in any manner.

You can exclude mobile apps by excluding adsenseformobileapps.com at placement.


7. Link Google Analytics to your AdWords

Linking Google Analytics to AdWords solves the mystery of what happens in between the clicks and conversions.

It elaborates the activities of visitors if they are enhancing leads, emerging sales or just e-mail sign ups. The analytic reports help you modify your campaign accordingly.

Google Analytics provides a standard report about your account performance. This report on different parameters lets you bring strategic changes to your campaign.

Google Analytic actually helps you refine and improve your campaign structure.

Google Analytics helps you identify irrelevant traffic. And thus it indirectly helps you utilize your budget more efficiently.

While using Google Analytics for your remarketing campaign, take out the list of people who visited your website or landing page for less than a minute.

If you want to filter it, even more, target only the ones that stayed for a long time and visited multiple pages.

How Analytics help you-

  • Reflects Keywords Performance
  • Draws Campaign Performance
  • Chalks out the real revenue
  • Lets you have clear idea of e-commerce transaction
  • It imports metrics like, new visits, bounce rate and spending time on site
  • It makes you strengthen the remarketing strategy
  • You can establish a quality customer base


8. Know Utilization of Auction Insights

The auction insights report that Google Adwords offers is available for the entire campaign, the ad group, and the keywords.

Not only this report helps you compare results, it also helps you see the top competitors, who are using similar ad campaigns. It helps you see which campaign shows up first and thus enables you to choose your bid amount accordingly.

This tool also helps you manage your budget. You can figure out keywords which are in high competition and thus you can avoid using them.

In this high competitive market most of the times, your competitors determine your campaign performance. So, you have to be a step forward.

Google Analytics is an amazing tool to compare your running campaign performance with your competitors. Google offers the Action Insights on ad group, keywords or campaign level.

Auction Insight tells about-

  • Average Position
  • Impression Share
  • Overlap Rate
  • Top of Page Rate
  • Position above Rate
  • Display URL Domain

This powerful tool tells you how your campaign is performing comparing to other advertisers.

You must use this intelligence to maximize your ad performance in term of reconstructing strategy and developing the components.

View your auction insight reports regularly on all the parts of your account to analyze.

The reports tell you how the campaign performs better than the other advertisers with every change that you introduce.

You have to remember that the insights tell only about advertisers on the same auction.

How you can Utilize Auction Insights-

  • Set of Keywords:

Include a set of keywords of a group or a group of keywords that have the same term to the test. The auction insight will tell how those keywords are performing on that term comparing to your top competitors.

  • Single or Multiple Campaigns:

Run the tool for campaign level to get a report on the extensive range. It gives a broad picture about your competitors. Multiple Campaigns insights clear the picture of competition on the higher level.

  • Single or Multiple Ad Groups:

Run the auction insight on the group to know about the performance of the eligible keywords. This will give a picture of how your keywords in the certain group perform in comparison to the advertisers, who compete with you on the same term.

9. Split Test Bidding Strategies

Your bidding strategy plays an important role in the success of your ad campaign. Different bidding strategies can cause in different results. There are various options available for bidding.

These include

  • Manual Bidding
  • Cost Per Acquisition Bidding
  • Manual Bidding With Enhanced Cost Per Click

Once you’ve figured out what works for you on a specific ad campaign you can safely use it. However, continue the split test for every new ad campaign you start.

Always opt for Split Test to know which bidding strategy works for you the best. Click To Tweet

In PPC ad you never know which strategy reflects good results. You should not be afraid to run a test using different strategies. As one strategy clicks for a moment you should opt for another as your business progresses.

There are primarily three bidding strategies to boost your ad-

CPA Bidding Strategy:

This bidding strategy asks the visitors direct to take a call to action. It is mainly conversion focused.

CPC Bidding Strategy:

It is the most effective bidding strategy to direct traffics to your website.

CPM Bidding Strategy:

This strategy is usually implemented to make brand awareness. It ensures the maximum impressions.

As you do not know which strategy is suitable for your campaign, you have to split test on the basis of above-said strategies. If needed you may run bidding in the combination of those three.


10. Customize Call To Action For Mobile Users


In this era of smartphones, you cannot escape from the mass of mobile phone users. You must make your ad as many users friendly as possible and make people reach you on the easiest way.

Most of us forget that the primary use of a mobile phone is to make calls. Mobile ad visitors always prefer to call the advertiser and thus your mobile call to action should always have a call now option.

The conversions for a ‘call now ‘ call-to-action button has proved to be more successful in comparison to a ‘click here’ or a ‘contact us’.

‘Call now’ option makes the visitor contact you directly instead of visiting your landing page. It ensures driving only the quality clicks.

If you want to implement both ‘clicks to call’ and ‘clicks to visit site’, add call extensions to your campaign. This customization enables you to attract only the interested people. You will also be able to improve your CTR this way.

This is an essential feature if you are not having the responsive website or mobile website. This tricky call extension makes you convert the mobile traffic.

You will still have to pay the CPC cost for the call the user make but you are in direct contact with the customer.


11. You Should Scrutinize Landing Page Optimization

All the ad campaign traffic will be driven to the landing page. Your landing page needs to be optimized in right way. Your landing page determines whether or not a potential customer will be converted into a lead or sale.

While most people try to do too much with the landing page, here are some easy tips that will help you optimize your landing page for your benefit.

#1 – Relevant Title:

This is obvious, but there are a few brave souls who like to confuse customers by using titles that don’t match the ad campaign. This will result in complete failure, so stick to catchy titles that are relevant to the ad.

#2 – Call To Action:

Yes, you need to serve your customers on a plate. So a call to action is necessary.

Once they are on your landing page, all you want is to convert them into a lead. In order to do that you need to have a strong call to action which is visible on the page.

#3 – Trust Signals:

Ensure the information customers provide will be kept confidential (And keep your promise). If you’ve got an online payment gateway, provide customers with a link to the terms for that payment gateway.

#4 – Catchy Content:

The content on your landing page is just as important as the title. It won’t take long for a customer to browse a few lines on the landing page and this will determine whether or not they are interested in staying further.

So keep the content interesting, relevant and precise.

Always test your landing page and confirm it works well on all browser types. Check the ones designed for mobile devices too. Some landing page designs might not load correctly on mobile devices and this means you could lose leads.


Your job is not done until your ad generates revenue, which is the main purpose of marketing.

Therefore, it is completely wrong to just set up a campaign and leave it for a self-run. It is a continual process to generate conversions by implementing newer strategies.

To maximize the ROI you have to maximize your Google AdWords.

You must think different, should be analytic and must awaken your creative mind to take the best out of the tips. You may utilize all of the tips in combination or individually.

Try to maximize your AdWords by improving each segment in the interface.

Now as you know all the secrets to maximizing your campaign, you are at the thresh hold to solve the mystery of bidding, budgeting and enhance the ROI.

Hopefully, this article has delivered enough to increase your confidence level and was helpful to clarify your doubts.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Complete Guide On How To Use Keywords in PPC- Part 2

Your job is not done until you trace performing and nonperforming keywords.

In our previous blog post, I discussed how to use keywords to set up a PPC Campaign.

The main purpose of keywords in the campaign is to make money. Yes, it is money that you want from your listed keywords.

As you are running your campaign for a period, you may notice there are some keywords that are not working.

Not working in the sense, they are not getting clicks or unable to get conversions.

Most numbers of clients come to me having a complaint that they have introduced many relevant keywords but there are only few that are paying them back.

I would like to tell them there are only a few keywords that can make business.

I cannot find out why most numbers of advertisers ignore the simple rule keywords=money.

I must tell you the numbers of keywords you use in your ad campaign most of them are nothing but wasting your money.

The latest survey on a sample of 5 million AdWord keywords has shown that only 5.9% of them generated conversion. It means rest amount of keywords are just there without doing anything.

Keywords should make relevant impressions for respective ads first to get qualified clicks. If they fail to generate impressions for ads then you should not think they can bring clicks.

It feels really bad when you come to know that you spend hefty money to keep keywords but the only minuscule of them perform their duty.

You can call a keyword is performing when it generates conversions #Adwords. Click To Tweet

Time has come when you should take that bold step and wipe out those non-performing keywords.

Now you must ask me what the huge amount of nonperforming keywords is actually doing. They are simply wasting your investment.

How to Identify NonPerforming Keywords


Let’s deconstruct step by step what the rest of the 94.1% keywords actually do and where your strategy is going wrong. It may help you out how to detect nonperforming keywords.

1 Keywords with No Impressions

People often add too many keywords without considering the fact that whether they actually will work or not.

Keywords that are not getting impressions are simply wasting your time. You need to trim them out from your account.

If you have given a lot of times for them then they are hard to optimize.

Your keywords are not getting impressions means your keywords are not being searched by Google users.

I have noticed that most of the advertisers gather thousands of keywords but only 10% of them actually can get impressions. This is not for a short period but after being spent years they still cannot generate impressions.

A majority portion of keywords stays lazy and incurs several pennies on your pocket. Click To Tweet

Sometimes, Keywords sit around for months but do not garner a single click due to lack of getting an impression. In that case, you must understand that time has come to shred them from keyword list.

I have found that people like to use Long tail keywords. However, keywords that have not generated impressions for long period, Long tail keywords have proven fruitless in showing good results for them.

2. Keywords Having Impressions But Not Getting Clicks

Advertisers often ask me- ‘our keywords are having numbers of impressions but why cannot they even generate a single click?’

Your ad appears only when users put your keywords in the search query. At this point users can only see your ad. If they leave without clicking on your ad then it will not generate business for you.

Users will only click on your ad when your ad meets their requirements. If your keywords unable to get clicks, they are actually irrelevant to their needs.

You might be confused if those keywords are working because they are making impressions. In reality, they are not working at all. Having too many impressions without generating clicks is actually lowers CTR. And it means it affects Quality Score.

Keywords with impressions but zero clicks lower CTR and Quality Score as well #Adwords Click To Tweet

You need to take a solution for those ‘pretending to work’ keywords. They are not only hurting overall ad performance but also draining your money.

3. Keywords Getting Numbers of Clicks But Zero Conversions

You may be happy that none of your keywords matches above mentioned two points. You need no stop here and ask yourself if all your keywords are generating conversions!

Just getting clicks is not enough, keywords are not performing if they are not generating conversions. Good Conversions rate creates a business that converts into the success of an ad campaign.

You should find those keywords that are not converting because they will hurt your account slowly. Finally, they will appear to be the cause of wasting a huge amount of money and time.

These keywords must be eliminated at once as they increase your Cost of Acquisition and eat out your budget. Like a parasite, such keywords live by sucking your money and reducing the quality score.

Conversion rate and cost/Conv. defines the credibility of keywords #Adwords Click To Tweet

Measure Keywords Performance

To improve your campaign performance you need to trace how many keywords are sitting there doing nothing. You need to filter non-performing keywords to boost well impact over your ad campaign.

You can simply use Google AdWords keywords filter to measure performances of keywords. I would like to suggest you to use keywords filter report to find following points-

1.Numbers of Active Keywords in your Adwords Account:

You need to trace out total numbers of active keywords in your PPC account.

Active keywords are those, which are more likely to get impressions and have yet not been paused or deleted.

In order to get reports from Google AdWords on total numbers of active keywords, you need to go to Keywords tab

Click on Filter then select Impressions less than equal to zero. Try to check at least last 14 days data to get better data insights.

If keywords don’t get even 1 impressions in last 14 days that means these keywords have very low search volume and no one is searching for these keywords.

2. Numbers Of Active Keywords That Are Exhausting Your Money:

You need to have a close eye on the report to know how many of active keywords are actually paying back.

Keywords that are having numbers of clicks but cannot generate Conversions will cause higher Cost of Acquisition. They are sucking your budget.

You can download these keywords same as above, here you need to set a filter for keywords which spent x amount of money and gave zero conversion.

3.Numbers of Keywords Paying You Back:

At the end of the day you will find that there are only a few keywords that are actually able to convert. You need to work with these keywords.

If some keywords are giving less than 10% conversions you should also bid for them. They will finally count your campaign success.

As you analyze report you will find more numbers of such nonperforming keywords. I do not consider them and do not allow them to waste money and time. It would be better to concentrate on those keywords that are paying me back.

It would be better to concentrate on those keywords that are paying you back Click To Tweet

What to Do With NonPerforming Keywords


You should give a considerable time to analyze keywords performance. You can take the report on monthly basis. But I suggest you analyze at least 6 months report.

I suggest advertisers not to waste time and money for those non-performing keywords. These keywords are actually affecting quality score and doing nothing.

Once you have keywords performance report, your next step will be to take strategic action on nonperforming keywords. You should ask yourself what to do with almost 94% useless keywords.

1.Keywords With No Impressions:

You may give a certain time expecting they will improve performance. However, you must not give inconsiderable time span.

It is better to pause them immediately. Rather wasting time with them you should concentrate on keywords that are actually working well.

2.Keywords Getting Impressions But With Zero Clicks:

Getting impressions does not mean they will surely draw clicks. If keywords cannot generate a single click after having more than 200 impressions you need to eliminate them.

These types of keywords lower CTR, which ultimately drag down the quality score. You must not tolerate these keywords in lower quality score account. The low-quality score means more money.

Account with a good quality score may consider more impressions- at least 1000 impressions. As keywords that are generating impressions today, they might be potential for paying you back later. Well, the optimized account holder must try to optimize those keywords.

3.Keywords Having Clicks But No Conversions:

Even having a well optimized account, you must not spend much time with this kind of keywords. As they are having clicks, they are counting your costs.

You are paying for clicks and therefore you do not want that money goes wasted. [Tweet “Keywords driving clicks without generating conversions increase CPA #Adwords”]

To deal with such keywords I always find my Maximum Profitable CPA that is my target CPA. I pause a keyword when it crosses double of my target CPA.

Sometimes I give more times but obviously, it is not more than three times of my target CPA. You can set your own rule for removing a keyword in Adwords. It will automatically stop keywords that are not converting.

4.What to Do With Keywords that are Acquiring More CPA for Conversions:

These are those keywords that have potential to return you back. You should not pause them at all. They are costing more for conversions but they have possibilities of improvement.

You need to draw strategies to optimize them. As they are still generating conversions, you must not eliminate them. However, you need to improve their performance. Initially, you can bid less on them.

You can create a new landing page for these low performing keywords. Specific landing pages for these keywords sometimes give result by reducing CPA and improving Conversions. But ultimately you must concentrate on well-performing keywords.

How to Deal With Well Performing Keywords

As you are having keywords performance report in your hand, you can find which keywords are actually paying you back. These well-performed keywords are actually doing business and they are your treasure. These keywords also help you out to introduce potential new keywords.

No, you should not let them run themselves. I always suggest my clients to keep trying to increase their performance and always promote them. To increase profitability you should have more keywords like them.

In order to increase campaign performance more, you should also analyze the performance and characteristics of well-converting keywords.

1.Analyze Search Query:

You need to analyze search query report. This report will help you focus on finding exactly in which search queries these performing keywords are displaying your ad.

Depending on the search query analysis you may introduce new keywords. However, I prefer to use modified broad match type if any of the performing keywords are from broad match, phrase match or modified broad match. It will let the new keywords find new search queries.

2.Bring Changes in Bidding Strategy:

Different bidding options would help you trace if you are bidding at maximum profitability for those performing keywords.

You may introduce different bidding strategies such as optimal bid, enhanced CPC or conversion optimizer. By increasing or decreasing bids you can identify which is ideal bid for a certain keyword.

3.Check Quality Score:

Keywords may bring conversions but it is the quality score that tells truth about keywords performance.

If the keyword is having QS below 6 then they are not performing at optimal level. #Adwords Click To Tweet

You need to create separate ad groups with lower QS keywords. I recommend creating each ad group with only one keyword. It will ease your work to improve QS through testing.

On the other hand, if QS is below 4 then you should increase bid on those ad groups while testing. You can decrease bid gradually once QS starts improving.

4.Find Some Synonymous:

There are huge possibilities of the fact that users may put other terms other than you are using to search your product.

Most of the cases I found applying synonymous of performing keywords reflects good result. You should find similar keywords in order to have enhanced conversions.

Keep Your Campaigns Tidy and Neat


This is not the volume of keywords that determines your ROI. It is all about their performance. Your PPC marketing gets benefitted only when each of your keywords pays you back. You need to make your campaigns neat with only those performing keywords.

I have found most of the advertiser’s account is unnecessarily complex and packed with underperforming keywords. At this juncture, most of the advertisers suggest using long tail keywords.

My experience supports only small keywords inventories because they are simple to understand and manage. Though long tail keywords are more specific and less expensive but it can match the lower volume of traffic.

Long tail keywords are less competitive but at the same time, they will only sit around if you cannot make them work.

If you cannot use long tail keywords effectively, it can only expand your account. Long tail may face less competition and can save your money but they cannot make you meet your advertising goal.

Here comes the necessity of match types. Match type lets you fetch impressions from those keywords that are not on your list.

It is the really good advantage of using match type proficiently. You can seek help for broad match type if you want to expand your account with effective keywords.

I would like to suggest you use the long tail as less as possible if you cannot control them or have mastered on them. It would be better to concentrate only on match type.


In short, the success of PPC Campaign is determined by how many performing keywords are there and how successfully you are treating them.

You need to understand why people will click on your ad and how to transfer most of the clicks into conversions. As you concentrate on the reasons you will come up with more successive solutions.

Do not be so complicated. I suggest you run a separate campaign only with the performing keywords. It will make you understand what I have actually conveyed through these two discussions.

One more important thing- analyze keywords performance before cut them out from your account. Do not make any changes without going through satisfactory justifications.