Undoubtedly, Pay-Per-Click (PPC) advertising is among the most effective techniques to drive qualified and targeted traffic to your website. With increasing internet popularity and growing e-Commerce marketplace, PPC provides quick solutions to get successful results for your online business.

As the name suggests, it works on Pay-Per-Click, it means when the user clicks your ad, your advertiser pays to Google. Achieving your business goals using PPC advertising involves a simple method of optimizing your marketing campaigns along with avoiding common mistakes.

Here are some tips and tricks that must be followed to make your PPC campaign a success:

1. Define Your Goal

Decide, what your goal is? Driving more traffic to your website, maximizing leads, increasing sales, promoting downloads and subscriptions or anything else. Optimizing your PPC campaigns ultimately depends on the goal you want to achieve.

2. Consider High Performing Keywords

The top-performing keywords are those that can bring more business, so you should keep reviewing the keyword’s performance report. It means you should keep a check on which keywords are best performers and analyze how they are paying you back.

3. Find Out The Low Performing Keywords

Some low performing keywords hurt the performance of your campaign. These keywords do nothing but waste your advertising spends. A variety of non-performing keywords includes:

• Keywords that have no impressions
• Keywords that have impressions but no clicks
• Keywords that have clicks but no conversions

To find out what is preventing conversions, identify various factors within your ad campaign, such as:

• Search query reports in AdWords
• Check your website to identify the reasons for non-conversions
• Analyze and check the design of the landing page and call-to-action

After proper analysis, start fixing the issues by using the appropriate strategy. It could be a lack of keywords relevancy, use of low-performing keywords or anything similar.

4. Make A List Of Negative Keywords

Negative keywords can ruin your ad campaign. To avoid your ads being triggered by irrelevant search queries, make a list of keywords that won’t work for you. This will help in creating a profitable ad by saving the ad expenditure and make your ads more focused and targeted.

5. Optimize Your Keyword Bids

Adjust your keyword bids to compete with other online businesses. Your marketing strategy determines the bid optimization and it varies from one campaign to another. Take a look at the bidding options that help to improve your PPC campaigns:

• Manual Bidding
• Target Cost-Per Acquisition Bidding
• Target ROAS Bidding

6. Create Compelling PPC Ads

Create a distinctive ad copy to interact and attract potential customers. For this, involve creating attention-grabbing headlines as they are the first things visitor notice while browsing online. Further, make your ad more relevant and specific. Be concise, deliver to the point, and avoid using irrelevant words and pay attention to the words that add value.

7. Focus On Putting In Ad Extensions

Ad Extensions improve visibility, enhance CTR and boost ROI. Make sure that your PPC campaigns take advantage of the Ad extensions, such as:

• Site Links Extensions to guide visitors reach a right page on your site
• Call Extensions allow visitors to call you via a click
• Location Extensions to improve your ads by showing your physical address or other information
• App Extensions is a link that directs visitors to the App Store
• Review Extensions from online review

8. Create Ad-Specific Landing Pages

Align your ads to your landing pages because they both correlate to each other. Highlight the features, benefits and the USP on your landing page that displays in your ad copy. Redirecting the customers to the homepage is a common mistake you should avoid.

9. Conduct A/B Testing Of PPC Elements

A/B testing is a significant part of the PPC campaign because it decides whether your ad is ready to display or it needs improvement. A/B testing includes the following elements to test:

• • The headline
  • Description
  • Link
  • Keywords
  • Ad Extensions

If you test your landing pages, you have to check design, headlines, images, benefits & features and CTA. Follow the tips mentioned above when you are planning to run a PPC campaign to improve your online advertising and marketing. In addition to this, always remember to track and monitor the data of your PPC ad and its results.