How to optimize your PPC campaigns?

Posted on / by Arifur / in BMG's Marketing Blog

Want to get the most out of your paid search campaigns? So don’t stand still waiting for netizens to just show up. Understand how this process works and adopt paid search best practices that we’ll list for you! It’s a quick game: there are 7 tips that will help you improve the performance of your paid search campaign.

It’s a quick game:  These 7 best practices will help you improve your ad performance and attract even more customers to your business. We will focus on Google Ad words for our paid search and PPC best practices.

Let’s dive in!

1. Plan Your Keywords

We always think we know everything about our audience, don’t we? But the internet is a vast world of people and opportunities, and each person thinks differently.

Just imagine that in 2013 Google received more than 450 million unpublished searches a day, a number that must have grown a lot in the last few years. That means that the terms used in searches can vary a lot, do you agree?

So, make sure you are planning the keywords for your sponsored links. You should Google Keyword Planner, a tool that will help you figure out how your potential customers think.

Enter the keywords you think are right for your campaigns into the tool, and get ( yes, it’s free) some good ideas of which keywords to use. How nice Google is, isn’t it?

But it may be better than you think. You can also enter your competitors’ website and find out what keywords they are using to attract traffic. This will help you define your own keywords and stand out from the competition.

2. Rate Your Keyword List

In Google Adwords, you can create campaigns, ad groups, and ads. This targeting helps direct your message to the right audiences. But to be even more successful, you must rank your keywords by relevance and search volume.

Broad terms such as “marketing automation software” or “CRM system” should name your ad groups and enter more specific keywords, such as “small business marketing automation software” or “CRM for schools”.

Remember that broader keywords attract many people, but without the quality that you need for conversion. Without conversion, it is no good for your business. In contrast, more specific keywords attract less traffic but qualified leads to purchase.

3. Don’t Forget Negative Keywords

Just as important as knowing which keywords you want to associate with your products and services is knowing which keywords you don’t want to see linked to your brand.

So-called negative keywords are important to exclude unqualified traffic and to prevent improper association with your business.

For example, if you sell juices you would not want to see your product associated with the word “contaminated juice”. If you have a business management consulting firm, you would not want to see your image associated with “crisis” and “bankruptcy”.

4. Target Your Campaigns by Device Type

Consumer behavior differs greatly on each device used. On the smartphone, people make small purchases. Usually immediate consumer items such as food, clothes, shoes, jewelry. Items that do not need in-depth research time and do not need large specifications from the manufacturer or seller.

Already in desktops and notebooks are made higher-value purchases such as cars, real estate, management systems, among others. This is because consumers need more information, and viewing it all on their smartphones takes a long time.

Therefore, target your sponsored link campaigns according to the device your potential customer uses. If you sell real estate and want to create a mobile campaign, be simple, insert a contact button to let your broker team contact the customer.

By respecting the differences of each platform you will see your results take effect much faster.

5. Use Contextual Targeting

If your budget is tight and you need to get your sponsored links back quickly, use contextual targeting for the Google display network. With it you can show your ads on sites in the same niche that you operate, increasing the visibility of your brand and reaching a larger number of people.

Be sure to keep track of the sites your ads appear on to see if they really reflect the context you need and attract the right people to your ads.

As you track your results, eliminate those sites that don’t help drive conversions and focus on those that bring qualified traffic.

6. Align Your Landing Pages with Your Ads

Every paid ad must lead to a landing page, which will be responsible for converting. Make sure the landing page is an extension of your ad, bringing in more detail, stimulating purchase, and creating an emotional connection with the visitor.

Good design, reinforced by a thought-provoking message. It should be tailored to your brand profile is all you need to get them to act quickly and become leads or customers (it all depends on the purpose of your campaign).

7. Use Geolocation Targeting

If you have a local business or plan to expand your business to a new region, a good way to achieve better results with Google Adwords is to use geolocation targeting.

Each device, be it desktop, notebook or smartphone, has a trackable IP address indicating where it is located. Try signing in to Google Chrome and viewing the bottom of the search page. It will indicate where your device is located.

This type of targeting helps reach a distinct audience with unique messages. For example, if you are opening a new unit in your restaurant, try targeting your ads to the region where this new unit will open. When people search for restaurants in this region, the chances of you appearing in search results increase considerably.

Now that we have discussed paid search best practices. There is another important content marketing strategy that comes with this. We call it Pay Per Click or in short PPC. To get the best possible results ou should also know the best practices for PPC campaigns. Here we go!

PPC Campaign Best Practices

So, your website is ready and online. But now, you would like to reach your target audience and show them your products and services. That is why; you will also seek the help of an SEO company like BMG. But, everything is not so easy.

Today, there is always a new technique that is added to SEO strategies on a regular basis. But, SEO does not show instant results. It takes a period of 3 months to scratch the ground. But, if you want to get the highest return on investment or ROI, you can make use of PPC services for this purpose. Pay per click advertising service provides an instant boost to your website traffic.

PPC services are also used when you cannot get natural and organic web traffic for your website, despite having the best products and services. Therefore, you can use these services to increase awareness of your products worldwide. PPC services provide the best links with the lowest budget you can pay at the beginning.

There are some fundamental or main steps, which are considered as the best practices for the PPC campaign. Any company providing these services should follow these best practices for an effective and successful online PPC services campaign.

  1. Firstly, the experts establish a daily budget plan for PPC management activities, which has been planned in consultation with you.
  2. The second step is very important, as it concerns the choice of keywords, which are closely related to your products and services. It is very important when you compete with other companies in the market. This step can decide the success and failure of your business.
  3. The third step is the establishment and management of PPC services. While working, the experts focus on conversion rates rather than aiming to increase clicks. This is due to the fact that clicking on the ad does not guarantee conversion to sales of products and services.
  4. The fourth step is to check the operation of the ad and landing pages. One of the important features of any PPC campaign is the consistency between the PPC ads and the landing page. The PPC experts at PPC services make sure that the landing page is a full match for the ad being displayed through Google PPC advertising. Any ambiguity in both may result in the loss of the potential sale.


What do you think of these tips to further optimize your Google Adwords and PPC campaigns?

Want to continue to unlock the potential of sponsored links for your digital marketing strategy? Seeking for more chances to reach your right audience at the same time? PPC with BMG! Follow our blog and if you have any questions or comments don’t hesitate to contact us!