As costs of PPC (Pay Per Click) campaigns are increasing, internet marketers are more than ever under the pressure to deliver positive results. The performance of PPC campaigns is dependent on following factors:

– The impression rate
– Your ad position
– Click through rate (CTR)
– Conversion rate


Finding the right balance between impression rate, ad position and clicks is the starting point to successful PPC advertising. Before exploring tips to help your campaign perform better, let’s quickly sum-up the concept how Google displays your ads in its sponsored results:

Google KEYword SEO
Daily Budget

* Daily budget controls frequency of your ad display

The frequency is expressed by number of impressions. If your daily budget is not high enough, your ad may not show all the time (meaning you don’t have enough impressions per day).

Affiliate managers

* Ad position depends on the Rank Number

The higher the rank number, the higher is your ad’s position on the page. The rank number is calculated based on the following formula:

Rank Number = CPC (Cost Per click) x CTR (click through rate) x (Ad quality)

Now let’s take a look at what can help to improve PPC campaigns performance:

1/ Improve Ad Delivery

If your ad does not show up every time when searches are performed under your keyword, it may be a sign that your daily budget is not high enough. As you now know, how frequently your ad display is controlled by the daily budget. If you want your ad to be shown more frequently, please consider increasing your daily budget in order to receive the maximum exposure for your ad.

Normally, you should have 50% margin for your daily budget. For example, if your desired daily budget is $10.00 per day, you can set your actual daily budget on Google to $15.00 per day, because your actual spending is based on your click through rate. Setting the daily budget higher will allow your ad to get more exposure, but your actual spending may still be in your desired daily budget range.

However, be sure to monitor your daily advertising costs and if they are rising too high, decrease the budget to a level that you are comfortable with.

Googles Ranking Signals

Google uses more than 200 ranking signals to decide which pieces of content appear on the first page of the search engine results. The algorithm pays careful attention to signs that a particular web page will give searchers the information they seek.

When you focus on SEO, you choose primary keywords related to search intent. Writing  content that people love to read will ensure  you provide meta information to help Google better understand the copy.

If you optimize your website for conversions, you focus on guiding visitors toward a specific goal, whether it’s joining your email list or buying one of your products. Just like Google, you want to give your audience exactly what those consumers want.

Knowing how to optimize your website for SEO and conversions simultaneously furthers both of those goals and creates a better relationship between your site and the search engines.

2/ Improve Ad Delivery per Keyword

Each campaign can have one or more adroups. An AdGroup is a group of keywords and ads that will display when those keywords are searched for on Google. You may have experienced a situation when only few keywords out of the whole AdGroup trigger your ad. The explanation lies again behind the daily budget that controls a number of impressions for your campaign. These impressions are distributed between individual AdGroups and further between individual keywords. So it may be that some keywords in a particular Adgroup have more impressions than the others, meaning some keywords trigger your ad more frequently than others.

If you want to improve the ad delivery for your targeted keywords, you can consider splitting your keywords and creating a new campaign for keywords with low impressions. This should improve the frequency with which they will trigger your ad.

Google Keywords

3/ Optimize your Adgroups

As mentioned above, each campaign can have one or more adroups that all share campaign’s impressions. Often, the impressions are not divided evenly between adgroups. Frequently some adgroups have more impressions and show their ad(s) more than others. It is a very similar scenario as with keywords I just described above.

To improve results of your low-performing adgroups, you can consider creating  a new campaign  in order to increase the frequency with which they show your ad on Google.

4/ Analyse your Clicks

Make sure the clicks are targeted for specific keywords. If you’re getting lots of clicks on non-targeted keywords, consider reducing Max CPC and/or your ad position in order to improve your ROI. Similarly, you can raise bids for targeted keywords that are performing well.

Pay Per Click Ads
Word Cloud

5/ Optimize your Ads

Make sure you bid on targeted keywords, create compelling ads and link them to relevant content on your website. The keywords you choose will segment the market and target your desired audience. If you don’t choose wisely, you’ll be targeting the wrong market and wasting your advertising budget.

The ad you create needs to attract the attention of your prospects. It needs to communicate your unique selling feature – in other words, what makes your product/service different from others and why a visitor should visit your website. Be specific about your offer and include a call to action. 

Lastly, guide visitors to the content on your website where they can access more information about the offer advertised. The landing page should also clearly state what is the next  step to buy your product, download free digital products, sign up for a free trial, etc.

PPC management requires lots of work and testing but if you stick to the basics you can make money instead of losing it.

Thanks for reading-leave any comments and I will get back to you. 

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