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Top Strategies That PPC Experts Should know to Reap The Best Results

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Charlie Brown
July 04, 2017


Charlie Brown
Charlie Brown has written 7 articles for CGIDir.
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Do you think you are a PPC expert? It is true that almost all digital marketing specialists know about the basics of making and using AdWords account and planning PPC campaigns, but only the top end marketers know how to tap into this avenue to enjoy reassuring results. If you are looking forward to learning some top-end strategies in PPC, the following tips will surely interest you.

AdWords Quality Score

The eventual goal of any PPC campaign is to grab the highest AdWords Quality Score since it is the most crucial factor of any ad campaign. Even though this formally serves the purpose of ensuring that the users are only shown the ads which are pertinent to their online behavior. It also plays a vital role in understanding the position of your ads in the SERPs.

It is also a necessary measure when it comes to deciding the cost of your paid campaign based on the keyword clicks. Higher Quality Score means more visibility to your ads and also higher costs. Most of the digital marketers focus on enhancing the Quality Score on keyword and ad group by matching messaging from the keyword to the landing page.

Successful marketers also concentrate on ensuring relevant on-page SEO of the landing page to supplement it positively. Optimizing landing page with the help of the same keywords in the ad will help AdWords to ensure the relevancy of the page where the users need to be taken.

Focus more on the top keywords

Nowadays, most of the AdWords groups use two or more keywords, and sometimes it may be in hundreds. If you know the top keywords that are relevant to your niche, try to dedicate the entire group to it. Avoid similar keywords or long-tail keywords, but just stick to that individual keyword.

This unique strategy will let you align with the ad copy to that particular keyword correctly. It will in turn naturally improve the performance of your ads. Going a step ahead, dedicating an entire ad group to that specific keyword will also help to monitor its performance in isolation, which will help you gain a deeper insight into future strategies.

Standardizing the account names of AdWords

It may seem to be a strange suggestion to the traditional marketers, but forming and following a predetermined naming convention and account structure will surely help you to run a campaign in a much more controlled and smoother way from start to end. Most of the marketers do not give a serious thought while they name ad groups and campaigns and tend to give them more generic titles.

It is also advisable to be detailed while you name the ad groups. Also, try to name all the ad groups and sub-campaigns under a particular campaign in the same way which will help you to distinguish between two groups later.

Setting retargeting frequency

Retargeting is a leading PPC technique that any leading digital marketing agency may frequently use. However, when used effectively, this strategic approach can help maximize the effectiveness of your campaigns. Retargeting serves ads to the repeated visitors who failed to get converted during their initial visit. However, this needs to be done in a balanced manner. If you bombard them at too close frequencies, it may only create an adverse impact.

It is crucial to plan the timing and frequency of your ads strategically. Tune them up rightly with the buying cycle of your product to ensure the best results.

  • For example, a footwear company may run a retargeting ad about winter shoes during the colder months. However, it does not make much sense if you continue to run this during the summer months when no one will even think of buying such a boot.

Use different retargeting cookies for different pages

The primary goal of retargeting PPC campaigns is to supply the relevant ads to the recent visitors that come back to the site and take a buying decision. The greatest challenge in accomplishing this goal is determining how to create a relevant ad for the users.

  • The smart solution is to place distinct retargeting cookies on different products or pages of your site. Adopting this way, you will know which element was most attractive to your users, and thus you can plan for more relevant ads based on it to enhance the chances of conversion.

Someone looking for a winter boot has a different need than someone who is searching for a sports shoe on the same website. Having different cookies will allow the marketers to ideally segment their target audience and work with each section to enjoy precise and focused results.

Preference to mobile

Studies have shown that most of the internet searches are now happening on smartphones, and it is increasing day by day when compared to computers. This shift to mobile opens up a ton of positive implications to the retailers and marketers, especially those who are planning for campaigns like local PPC to attract people to their brick and mortar storefronts.

So, to reach to people who search for a little shopping place on the go, you need to ensure that your site and ads are mobile friendly too. For any business, there is no excuse for not having a responsive website. It is critical in terms of ensuring Google ranking too. Along with these, you also need to make sure that your ad campaigns rightly target all devices people tend to use. There is a scope of making mobile-preferred ads now. With such ads, you need to check if you have a shorter and attractive headline and if the content is displayed clearly on smaller mobile screens.

To conclude, even though each of these advanced strategies may offer many further benefits by going into minute details of each, the above overview is just to highlight a few ways new-age digital marketers use them to fine tune their PPC results. All it takes is a bit of proper planning, strategizing, and timely execution to reap success.


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