Tips to improve PPC Campaigns

PPC or Pay Per Click is one of the most effective methods which you can use to get traffic on your website. If you are a new to PPC or are a new startup dealing with PPC you might be one of the many people who are making mistakes which lead to unsatisfactory results in the campaigns.


PPC programs like Facebook Ads and Google Adwords are the two most used PPC programs. All the marketers who want to use PPC to drive traffic mention a particular amount which they are willing to spend on their campaigns. You as a marketer can also indicate if you want to display the ads in search engines or within content blocks present on your website. PPC works like an auction system where the bidder who bids the maximum amount for a particular keyword gets the maximum exposure and traffic on his website.

Most people think that PPC advertisements are simple but most of the beginners get very less ROI because they are using wrong keywords in their campaigns or are not using good format. There are many other mistakes which can lead to bad PPC campaigns. You can follow some tips to improve PPC campaigns shared below.

Don’t use broad match keywords

One of the main mistakes which people do while launching their PPC campaigns is not using proper keywords. People don’t understand the difference between specific keyword matches and broad match keywords and go for broad match keywords which results in displaying of advertisements for the keyword phrase and the phrases which are similar to the one you choose. Broad keywords can definitely help in increasing your exposure but they can also bring irrelevant traffic which might lead to wastage of money.

To avoid losing your money on irrelevant clicks you should always focus on the keyword phrase or exact match keywords.

Separate content and search ad placements

By search network placement we mean the PPC advertisements which you see in the search results whereas the content network placement means the websites which display PPC advertisements just like blocks in their web pages. A lot of people select both type of ad placements when they are launching their first campaign. It is also seen that new marketers also go for the same keywords, ad content and the payment amount setup for each click.

The queries which trigger the content network placements can be different compared to the search network. If you are running the same advertisements on both the networks it might lead to wasting of your money at irrelevant places.

Use Negative keywords also

Most of new PPC marketers don’t use negative keywords thinking they will result in bad effect on their PPC campaigns. Let’s say we are using a keyword phrase baby shower gift ideas. The negative keywords in this phrase are going to be baby, shower and gift.

Target ad campaigns efficiently

If you are not able to target your audience efficiently it might lead to poor result of your PPC campaign. If you want to increase the efficiency you can take full advantage of the features in PPC account which will allow you to specify the advertisements you want to show to your targeted audience.

Below are a few areas which you can consider for targeting your ad campaigns.

Multiple countries

If you are interested in targeting several countries you can set an ad group for each country. If not you can limit your advertisement to US placement or whichever country you are targeting.

Micro geographic focus

If you are creating ad for the local business you can use the micro geographic features from the advertiser account where you can specify the zip codes. Your advertisements will only be displayed in the specified zip codes based on the delivery area of your business.

Time of day

If you have analyzed the previous results of the ad campaigns you did and founded out that at a particular time most of the conversions happen you can set your campaigns at that particular time and run them only at that particular period.

Matching the landing pages to advertisements

If you are sending a visitor from your PPC campaign to an irrelevant landing page it will not only affect the sale process but will also lead to low advertisement quality scores. If you are having low advertisement quality score you would be paying more for each click done and will also get less exposure then the advertisers which are having high scores.

You can always decrease the number of keywords you are using to avoid low score and landing page pairing. Using less keywords will help in making the landing pages are relevant as possible.

Test ad copy

It can be very difficult to write an effective ad copy. If you are not using different versions of the advertisements to see which one is performing best, you won’t be able to maximize the return on investment of your PPC campaign.

Most of the PPC platforms allow marketers to split the tests which will rotate the different ads for each of the targeted keywords. If you want to do the tests effectively you can adjust the settings of the ads so that they are displayed randomly and you get the maximum number of clicks on your ad campaign.

Track your ROI

If you want to effectively manage all your PPC campaigns you can should track them and find out the return on investment you received. You will be able to find out the clicks which lead to a sale in the PPC campaign if you are tracking it. You can link your PPC account with Google analytics and find the clicks which lead to sales. If you are not having this information you won’t be able to adjust the keyword bids or eliminate the less effective keywords.

These are 7 tips which you should follow too improve PPC campaigns. Are you using any other tip which has proved effective? Share it with us using the comments section below.