10 Tips to Improve PPC Performance
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10 Tips to Improve PPC Performance

PPC is a very competitive strategy that requires a lot of moving parts to all work together seamlessly. Any friction in the ad experience, from poor account optimization to bad ad copy or a below-average landing page, can negatively impact your performance.

For these reasons, pay per click marketing experts knows that improving their campaigns is an ongoing task. If you aren’t continuously managing your keywords and campaigns, with the intent of improving PPC performance, then you’re holding the door open for competitors to gain the edge.

This discussion will explore 10 tips that can help you improve PPC performance and ensure that you aren’t left behind by the competition.

improve ppc performance
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Improve PPC performance

1. Focus On The Right Platforms

The majority of PPC users focus their attention on Google Ads. It is easily the largest paid advertising platform and offers excellent features and options for marketers of all skill levels.

But, this popularity also creates an ultra-competitive environment. Some marketers find great success by supplementing their Google Ads activities with a smaller PPC platform, such as LinkedIn Advertising, Facebook Ads or Bing Ads.

Each platform has its own positives and negatives. Sometimes, these advantages help specific types of businesses. So, be sure to evaluate every available platform and see if any fit the scope of your company.

2. Take Advantage Of Machine Learning

Over the last year or so, Google has introduced a number of smart tools and features to its ad platform. Smart Bidding, for example, automates bid adjustments based on your targeted goal. This frees up a lot of time and yields better results than manual bidding.

The machine learning brain inside these features uses your historical campaign data to evaluate the best possible decisions with each bid auction. You can’t beat that!

3. Retarget Past Visitors

PPC is great for improving your brand’s reach and visibility, particularly in audiences that may not be familiar with your company. But, it’s also really good at retargeting past customers and visitors to your website.

These are valuable leads to follow up with. They are familiar with your company and its products, — maybe they’ve even purchased from you before — so there’s less groundwork that needs to be laid to encourage a conversion.

4. Utilize Small and Single Keyword Ad Groups

Many PPC marketers have overly robust ad groups full of many different keywords. Google even leads users to astray right from the account creation process. They recommend a bunch of different relevant keywords, which form your very first ad group.

The problem with large ad groups is that not all of these keywords are actually related to one another. This makes it really hard to develop ad copy and landing pages that make sense with every keyword in the group.

To resolve this problem, a lot of PPC marketers are creating single keyword ad groups (also referred to as SKAGs). This allows you to create a unique ad and landing page for each keyword, instead of stuffing a bunch of words into one not-so-relevant ad and landing page design.

5. Ensure Mobile Performance

With more potential customers interacting with ad content on their mobile devices, it is important that your landing pages are correctly optimized for smaller screens. You don’t want a mobile user to have a bad experience; it will cause your bounce rates to spike and lower your Quality Score.

You also should pay attention to the page speed on mobile. If the page takes too long to load, mobile users will click away.

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6. Target Your Biggest Weaknesses First

If you want to improve your PPC performance quickly, you need to cover the biggest holes first. Some PPC marketers obsess over keywords that are falling just below their desired performance line. Meanwhile, other aspects of their campaign are performing well below that same line.

Imagine if your PPC report card came home with four A’s, a C+ and an F. If you wanted to raise your overall score, you would focus on the F over the C+, right?

7. Don’t Be Afraid To Pause Troublemakers

If you don’t have time to fix every PPC issue in your account, or you just want to give up on an underperforming ad group, don’t hesitate to pause it. By pausing your worst performers, you can preserve your Quality Score, as Google won’t continue running and collecting data on these groups.

For this reason, it is better to pause than to “wait and see” with your worst performers. If you allow a bad ad group to continue to run, it will lower your Q-Score and hurt your overall Google Ads efforts.

8. Optimize Your Ad Schedule

Timing is an often overlooked aspect of pay per click advertising. Some Google Ads users don’t pay any attention to the timing settings offered. This means that they may be running out of their ad budget early in the day.

You want to pay attention to when your conversions are happening. When are customers receptive to offers and more likely to take action? Then, structure your ads around these times.

9 & 10. Adjust Tirelessly & Test Relentlessly

The only way that your campaigns will truly improve is if you dedicate the necessary time and attention that PPC requires. There’s no cheat codes, short cuts or easy routes. The best PPC accounts achieve that status by putting in the time, monitoring their campaigns closely, making adjustments when necessary and studying how each subtle change affects their overall performance.

This is what we mean by adjusting your PPC strategies tirelessly. Whether it is changing your bidding strategy, pausing an ad group, restructuring your campaigns or otherwise, every small step is progress.

And, don’t forget to test and experiment with new ideas, different settings, fresh ad copy, a unique landing page design, etc. Not only will testing help you gain a clearer understanding of what sort of messages and offers work best with your audiences, but you may discover entirely new and interesting ways to approach PPC, which will help you stand out from competing ads!


All of these tips will help you elevate your PPC campaigns to the next level. It’s up to you to decide which strategies deserve your attention first!

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