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Tips for Pay-Per-Click (PPC) Search Campaigns

businessman pointing at the right pay per click target campaign

In order to receive the best possible results for your Pay-Per-Click (PPC) advertising budget, try the following tips for your PPC search campaigns:

1. Network Targeting

To get the best possible results from your search campaigns, use campaigns that only target the search network.

If you are running both display and search, you can change the campaign to only target search and create an entirely new campaign to target the display network. Click on the campaign and navigate to ‘Settings’. You’ll see ‘Search Network with Display Select’ listed as the campaign type. Click ‘Edit’ and select ‘Search Network Only’ from the drop-down list and click ‘Save’.

2. Your Ads

Make sure your ads relate closely to the keywords you are targeting in each Ad Group. Try to include the keyword in the ads. Your headline will be shown as bold type to help your ad stand out in search results page.

3. Ad Group Structure

Review the structure of your Ad Groups on a regular basis and try to optimize them to include tightly related, grouped keywords in order to improve the performance of your campaigns. To make sure your keywords are closely related, and are grouped correctly, you shouldn’t have more than 15 keywords in each Ad Group.

4. Landing pages

Make sure your landing page relate closely to your ads and keywords. If they don’t match, you need to create unique landing page. Google AdWords allows you to set the final URL (destination URL) for each of your ads. The display URL will be presented to people as they search can be more generic, for example your homepage.

5. Conversion Tracking

Conversion tracking helps you to understand what is working and what is not working in your campaign, and to improve the final outcome in your account.

You need to make sure that you have defined appropriate conversions for your campaign that complies with your objectives.

6. Ads Split Testing

Try at least two ad variations in each Ad Group in order to optimize your ads for the best performance of your campaigns. Trying A/B split testing makes it easy to see your top performing ad. Review the results based on click-through rate and conversion rate.

After one ad is clearly outperforming the other ad, pause the under-performing ad and create another ad. The goal is to continue testing on a regular basis to improve the performance of your ads.

Choosing 50% ad rotation so that your ads displayed evenly will give you more control when testing your ads to help you optimize your ads. If you are testing two ads you want to make sure your ads are displayed evenly, which mean that each ad is seen approximately 50% of the time. A/B split test ad rotation evenly will speed up your tests.

You can check your ad rotation by navigating to the ‘Setting’ tab in your search campaign. Under ‘Advanced Settings’ you will see ‘Ad Delivery’, be sure to check ‘Rotate Indefinitely’ is set.

7. Ad Extension

Ad extension helps your ads to stand out on the search results page. Take your time to set up suitable ad extensions that are appropriate and relevant to your landing page.

8. Review Actual Search Terms

Be sure to regularly review the search queries that are triggering and resulting in clicks. Navigate to ‘Keywords’ and click on ‘Details’ and select ‘All’ under ‘Search Terms’. You will see all the search queries that have resulted in clicks on your ads. Use this report to identify keywords to add to your Ad Groups. Be on the lookout for potential negative keywords to add to your Ad Groups.

9. Bid Adjustments

Bid adjustments allow you to increase or decrease bids to improve the results of your campaigns. For example, if you know that people located in a particular area are more likely to convert, you can increase your bids to improve the results.

Use your historical data in the ‘Dimensions’ tab to identify over- and under-performing attributes of your audience. In addition, check your data inside Google Analytics to double check your data and to make better adjustments.

By John Stanford – 2019 – Update 2020
Copyright © 2019-2020 Allied Publishing
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For additional articles written by John Stanford, see
John Stanford is the author of Ultimate Guide to Profitable Pay-Per-Click Advertising.

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