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.



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 Tasks You Need to Complete Before Creating a PPC Campaign

Being highly visible on the SERP through PPC advertising is a key strategy for acquiring quality web traffic.

Most businessmen today, depend on search based traffic to increase their share of leads, sales, growth, and revenue.

But for newer websites and those who aren’t doing well organically, paid search plays a vital role in bringing consistent traffic to their sites.

PPC is a great way of getting targeted audience to your website by publishing ads on the search engines.

So, you’re ready to bounce and advertise your business on search engines with PPC campaigns?


But before you start, you need to plan how you are going to make it work effectively for your business.

Here are top 8 tasks that you need to complete before starting PPC campaign

1. Know what your Goals are

Can you grow your business and take over the PPC advertising without having a proper goal?


Well, if you don’t set measurable goals you won’t get there.

Generally, you already know your destination at the beginning of any journey.

Same is the case with PPC. Before embarking PPC journey, make sure you have a roadmap to follow.

Before setting up your PPC campaign and running it, the very first thing you need to decide is what your goals are.

Remember, a PPC campaign with no goals is doomed Click To Tweet

Setting goals is a good thing but abiding by those goals is simply perfect.

Once you have set your goals, make sure that you hold yourself to them to achieve PPC success.

You should have a clear view of where your company is standing right now and to what level you want to take it through PPC advertising.

Different businesses have a different set of goals. You should decide directly what the entire goal for your website is.

Whether it is to persuade visitors to sign up for a newsletter, give you their contact details, increased sales or a simple visit to your website.

Knowing what you want to get out of your PPC campaign will help you to reach your target result.

Moreover, set SMART (Specific, Measurable, Attainable, Realistic and Timely) goals for your campaigns.

2. Determine your Budget

Knowing the budget for your PPC campaign bears uttermost importance.

Not having a defined budget will let your PPC campaign run wildly and you will end up spending more than planned.

As the name suggests, with PPC campaigns you will have to pay for every click. Click To Tweet

So, You need to carefully think about how much you can afford to spend overtime.

When setting up your budget for the entire campaign, generate a total budget for the campaign and then segment it on the basis of monthly, weekly, and daily budgets.

Your budget will be different depending on your industry and how much competition already exists for the keywords you want to target.

For example, if you are a bakery owner, your keyword might cost you around 30 cents. On the other hand, if you are an automobile part owner you might end up paying around 5 dollars for a keyword.

Examine your PPC campaigns on a regular basis and associate together the campaign goals and budget to generate maximum ROI.

3. Recognize your Target Audience

In PPC advertising, audience targeting is the focal point.

With PPC campaigns, you need to think about who are you selling to and what they’re needs are.

As with traditional marketing, knowing your target audience in digital marketing is also very significant.

Being aware of your target audience is a key factor in running any successful campaign. Click To Tweet

Without, a comprehensive understanding of your target audience, it can be quite difficult for you to create compelling ads that will attract potential customers.

Audience targeting becomes really important if you are running more than one PPC campaign.

With multi campaigns, you can aim to hit different target market for each of your campaigns.

This is important if you are running gender or location specific campaigns.

In highly specific campaigns, creating campaigns without having the knowledge of the target market can lead to assured failure.

The importance of identifying your target audience is even more essential in online marketing than offline because the competition in online marketing is far fiercer and the shopping process is faster.

Moreover, throwing a net too wide can lead to wasted time and money.

Whatever your business challenge is, reaching your target audience is imperative and essential.

4. Organize a Keyword List

Setting up and maintaining strong and high performing PPC campaign takes time, budget, and expertise.

But without a continuous keyword research throughout the campaign, you will never get the best possible return on your investment.

The keywords that you select for your campaign will eventually determine when your ads will show up for various search results.

Good keywords will make sure that your ad is shown to the relevant target that is more likely to convert.

Pick keywords carefully and consciously and create a comprehensive keyword list out of them.

Add only those keywords to your list which are relevant to your business. Click To Tweet

Include everything that relates to your business like the general terms, specific terms, misspelled terms etc.

Put yourself in the shoes of your customers and then search for your company to bring out the keywords and combination of terms that work best for you.

This will help you to find the lesser used keywords that are inexpensive and can still generate good results for you.

You should also try to avoid “broad match” keywords as they pull in irrelevant search results.

Use negative keywords also.

Negative keywords allow you to be more specific in eliminating irrelevant search traffic.

By eliminating irrelevant search traffic, you can ensure that your ads will show up to those people who are more likely to buy your product or service.

5. Have Well Optimized Landing Page

The next step to determine after mining the keywords are where are you going to send the people who will click on your ad.

To the homepage?

A big NO

It becomes important for you to decide what page of your site is more relevant to the campaign you are running.

The page which bears relevance to your campaigns is called a Landing Page. Click To Tweet

You might be wondering what exactly is the difference between a home page and a landing page.

The home page is an introductory page of your website, typically serving as a table of contents for your website.

Whereas a landing page is a distinct page on your website that is built for one single conversion objective.

If you drop all your PPC customers on your homepage, there will be high chances for you to lose your potential customers and bounce rate of your website will increase which is not a sign at all.

So, do not redirect your ads to the homepage, instead create a separate landing page that tells elaborately about the product/offer.

A landing page is always better as it brings in more conversions and improves the CTR. That is why landing pages are an essential part of PPC advertisement.

Use keywords that have high conversion rate in the right amount for your landing page. Also, insert quality graphics and images in your landing page to enhance conversions.

To get good ROI you will need to make sure that your landing page that traffic into leads and sales.

The major goal for your landing page should be to turn site visitors into leads and sales.

You should have a landing page with relevant content that immediately addresses what a visitor is looking for after a single click.

This will improve your user experience and quality score.

6. Get Ready with your Conversion Tracking

The beautiful thing about PPC marketing is that you get a chance to track everything.


One of the most important factors in monitoring the success of your campaign is installing conversion tracking on your website.

Every PPC manager has a common nightmare, that is finding an account that doesn’t have any form of conversion tracking.

No matter how small or big the daily, weekly or monthly budget is, conversion tracking is a must. Click To Tweet

Conversion come in different forms, some of them are:

  • Inquiry Forms
  • Contact Us Forms
  • Purchasing a Product
  • Requesting a Call Back
  • Making a Phone Call
  • Downloading an Ebook, PDF, Brochure
  • Engaging in Live Chat

If you track any of the above-mentioned forms of conversions, you will be able to identify which keywords and ads are the best performers for your business.

Implementing Conversion Tracking should be a high priority for you as it shows you exactly where your campaign value lay.

Conversion Tracking lets you identify how well your ad campaigns are generating leads, sales, downloads, email sign-ups and other key actions for your business.

The data that is recorded by conversion tracking allows you to recognize the working and the non-working areas of your PPC campaigns.

By this, you can optimize your bids, ad text and keywords as and when required.

You should also note that conversion tracking not only benefits your PPC accounts, but it also helps you to determine what other channels of marketing are proving beneficial for your business.

7. Identify your Competitors

Analyzing your competitor’s PPC campaigns is a great way pull out data about their company’s conversion strategies and methods.

The conflict for leads, sales, customers and revenue through PPC advertising is fierce and it’s getting rougher day by day to differentiate yourself from your competitors.

Just like you, your competitors are also bidding on brand terms and keywords which lead to the bidding war.

This bidding war increases the CPC.

If you want to gain an advantage and win the PPC battle, conduct an in-depth competitor analysis. Click To Tweet

Conduct a comprehensive analysis of your competitor’s impression share, keywords, ads, landing pages, messages, offers etc.

The above analysis will give you a better understanding of the competition and will reveal ways to improve your conversion funnel.

Analyzing the ads of your competitor is also a way to see what all your ad are missing.

The process to analyze your competitor’s PPC campaign is as follows:

  • Define who are your competitors.
  • Do a quick assessment of how quick are they.
  • What is their USP and how is that different from your business?
  • What do you want to draw out from their data?
  • Optimize your campaigns accordingly.

Discovering the strengths and weaknesses as well as keeping a close eye on your competitor’s each move is highly required.

8. Hiring the Right PPC Agency

For PPC marketing, hiring an agency is always preferred over individual account manager.

As the individual account manager has a multitude of responsibilities, PPC management agencies can solely focus on the art of PPC.

PPC agencies concentrate on recognizing and working with global search trends and constantly keep themselves updated.

PPC needs constant attention if it is to be done correctly. Click To Tweet

PPC agencies have no responsibilities other than that of optimizing the PPC campaigns and accounts.

PPC advertising is a performance oriented industry and hence, an agency has to deliver best results in order to sustain.

Before finalizing the industry, check how have they advertised their own agency.

This will give you an insight of their advertising skills and expertise.

Also check whether the company is solely involved in PPC activities or if it offering a lot more services like web designing, web development, SEO, SMO.

If the agency is engaged in various activities then reject the agency at once.

Merely choosing an agency is not enough, you should choose the right PPC agency that correlates with your business goals.

Because PPC requires relentless attention and involvement of an entire team where professionals together work toward building best service in the market.

To get the best of PPC advertising, have a brainstorming session with an agency professional on the following points:

  • The nature of your product or service.
  • If you have offers or discounts to promote.
  • Why would the customers buy your product/service?
  • How is the offer of your product/service different from that of your customers?
  • How your competitors are promoting their products/service and how is their campaign going on?
  • What has been your company’s strength over years?
  • Who are your target customers?

These points will enable the agency professional to bring out the possibilities that will make your PPC campaigns fruitful.


PPC advertising is a great way to receive instant exposure to your website.

It increases your chances of seeing an immediate growth in revenue.

However, if you rush into it without a proper plan or without any experience, you increase the risk of burning your entire budget very quickly.

The above 8 tasks are crucial in not only determining what is right for your PPC campaigns but they are also essential in developing and implementing successful campaigns.

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.

Boost Your PPC Performance With These Quick Tips

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

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

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

Achieving great results in PPC campaigns is quite an accomplishment.

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

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

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

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

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

Quick Tips to Boost PPC Performance

1. Create A Powerful PPC Campaign Structure

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

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

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

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

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

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

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

You can segment your campaigns in the following ways:

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

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

2. Pause Keywords With Poor Performance

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

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

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

It is simple!

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

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

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

The reasons for keywords to underperform are:

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

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

Be prepared to get merciless with poor performing keywords.


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

3. Optimize Ads & Ad Text

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

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

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

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

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

This will result in less traffic.

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

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

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

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

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

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

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

4. Bid Optimization

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

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

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

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

(A) Automated Bidding

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

It has the ability to handle large or complex accounts.

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

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

Automated bidding set bids to optimize the following objectives:

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

(B) Manual Bidding

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

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

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

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

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

Manual bidding set bids to optimize the following objectives:

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

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

5. Add Negative Keywords

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

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

They are an integral part of your PPC campaigns.

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

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

Step 1: Find your negative keywords.

Step 2: Prepare your list of negative keywords.

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

Step 4: Enter your negative keywords.

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

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

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

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

Benefits of building a negative keywords list are:

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

Try adding negative keywords on a weekly/monthly basis.

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

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

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

6. Optimize Your Landing Pages

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

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

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

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

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

Requirements for an optimized PPC landing page include:

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

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

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

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

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

Landing page optimization has two primary benefits for your campaigns:

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

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

7. Track Every Element of PPC Campaigns

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

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

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

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

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

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

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

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

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

You should track the following key statistics:

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

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

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

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

8. Multi-Channel Marketing

Multi-channel marketing is simply marketing across different channels.

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

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

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

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

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

The importance of Multi-channel marketing is:

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

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

9. Add Ad Extensions

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

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

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

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

Types of Ad Extensions

1) Manual Ad Extensions:

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

Manual Ad Extensions are of the following types:

  • App Extensions:

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

  • Call Extensions:

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

  • Location Extensions:

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

  • Review Extensions:

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

  • Sitelink Extensions:

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

  • Callout Extensions:

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


2) Automatic Ad Extensions:

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

Automatic Ad Extensions are of the following types:

  • Consumer Rating Extensions:

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

  • Previous Visit Extensions:

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

  • Seller Rating Extensions:

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

  • Dynamic Sitelink Extensions:

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

  • Dynamic Structured Snippets:

    They show additional information about various categories of your site.

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

10. Combine PPC with Organic Search Marketing

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

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

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

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

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

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

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

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

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

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

Most common benefits of combining PPC with SEO are:

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


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

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

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

Therefore, Optimization of PPC campaigns becomes quite essential.

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



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

Characteristics a Successful PPC Manager Should Have

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

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

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

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

But not just anyone can manage a PPC campaign.

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

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

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

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

Characteristics of a PPC Manager

1. Proactive

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

Online advertising is consistently seeing changes.

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

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

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

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

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

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

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

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

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

2. Analytical Thinking

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

There is an abundance of data available through engine interfaces.

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

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

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

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

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

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

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

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

3. Effective Communication Skills

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

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

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

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

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

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

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

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

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

Good communication skills are essentially important in the following areas:

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

4. Organized

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

“Being organized is being in control.”

This applies in the PPC management space.

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

Leaving things for later results in discord of campaign harmony.

Organize your workload according to priorities.

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

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

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

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

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

Being organized includes:

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

5. Mathematical Skills

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

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

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

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

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

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

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

6. Data Driven

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

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

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

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

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

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

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

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

7. Creative

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

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

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

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

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

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

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

8. Desire To Learn

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

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

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

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

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

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

9. Passionate

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

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

Successful PPC managers are passionate about their PPC campaigns.

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

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

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

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

10. Business Minded

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

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

It includes driving relevant traffic at the right time.

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

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

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

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


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

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

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

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

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

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.

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.

Powerful PPC Tools Which Help You to Save Money and Time

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

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

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

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

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

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

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

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

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

Why do you need to Use PPC Tool?

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

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

Let’s look why PPC tools are important.

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

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

Types of PPC Tools

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

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

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

PPC tools are segmented into these major types-

  • Competitive Analysis

  • Keyword Research

  • Display Research

  • Analytics

  • Testing

Ten most powerful PPC tools

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

1.Google Keyword Planner

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

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

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

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

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

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

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


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

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

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

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

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

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

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

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

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


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

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

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

This tool provides:-

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

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

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

4.Adwords Conversion Optimizer

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

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

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

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

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

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

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

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


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

This tool covers four important regions-

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

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

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

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

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

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

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

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


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

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

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

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

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

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

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

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

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

7.Google Adwords Editor

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

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

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

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

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

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

8.Facebook Power Editor

Facebook has appeared as a new platform for online marketing.

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

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

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

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

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

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

9.Microsoft Excel

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

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

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

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

(a)Excel Pivot Table

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

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

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

(b)Excel Conditional Formatting

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

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

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

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

10.Display Ad Builder

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

You need not have to do a great designing skill.

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

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

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


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

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

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

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


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.