A successful PPC campaign can make or break an advertiser’s overall conversions and revenue.

What better way to find potential customers than to have them search on Google and tell you exactly what they want?

However, because you pay for each click on your ads, a poorly managed PPC campaign can cost more (sometimes significantly more) than the revenue it generates.

Although your target audience and messaging are unique to your company, there are some basic tactics that work consistently in PPC campaigns across industries. Google Ads optimization can appear daunting, but it does not have to be.

Here are a few Google Ads tips and tricks to help you enhance your performance right now:

1. Focus On Keywords

 Keywords play an important role in Google Ads and you should know how to use them in your favour. Let’s see how you can do so. 

1. Choose Right keywords

Choosing the right keywords may be the most challenging part. You want to cover all effective keywords so that your ads are seen by the right people who will convert.

How To Choose The Right Keywords?

• When making your keyword list, consider yourself a customer.
• Select precise keywords to target a specific demographic.
• Choose broad keywords to reach a larger audience.
• Create an adgroup for similar keywords

2. Incorporate Negative Keywords

Negative keywords are one of the most effective tools you can use in your Google Ads campaigns. Negative keywords are frequently overlooked, but it is critical to remember that they ensure that you eliminate searchers who are irrelevant to your products or services.

It is equally important to tell Google what your product and service are not as it is to tell them who you are.

3. Eliminate Duplicate Keywords

Remember to remove any duplicate keywords. Duplicate keywords hurt your Quality Score while draining your budget.

When you bid on the same keyword multiple times, you are essentially competing with yourself and increasing your CPC unnecessarily.

However, there are times when duplicates are useful.

Duplicates are useful when:

• You’re bidding on the same keyword that will be used in various placements, such as search or display ads.
• You’re using different match types for duplicate keywords.
• Your ads are segmented to serve different geographic areas.

2.  Experiment With Keyword Match Types 

The next step is to go over and update your campaigns’ keyword match types. Keyword matching assists Google in determining how relevant a search term is to your ad and thus displays your ad appropriately.

Your Google Ads account should have a variety of campaigns with different match types that complement each campaign’s goal. Your matching strategy will evolve as you refine and segment your top-performing campaigns.

Consider it like casting a wider net at first and then refining your campaigns by narrowing your match to a more targeted search.

Source: WordStream

3. Clear & Direct Ad Copy

While the design is important, an ad copy is what brings people to your website. Your ad copy, whether the headline or the call-to-action (CTA), must be compelling, concise, and clear.

The most important aspect of ad copy is that it should be written in simple language and capable of proper comprehension. Avoid using ornamental and difficult words instead use words that are short, simple, and easily understood.

4. Use Ad Extensions To Increase Clicks

Ad Extensions are an important part of the customer experience and can significantly improve the performance of your ads when you highlight promotions, products, or valuable brand information.

Ad extensions can help you tell your brand’s story more effectively while also providing valuable information to your customers.

Profit from this by:

• Adding account-specific extensions
• Using as many extensions as possible – as long as they are relevant
• Keeping your snippet extensions and ad elements in sync
• Using ad rotations to select high-performing extension combinations

Source: Navigator

5. Adjust Bids For Geotargeting

You can benefit from focusing your marketing budget on specific geographic locations regardless of your market or industry.

Examine the sources of your engagement in order to prioritise media spending in those areas.

Even if your products and services are not geographically dependent, you can optimise your PPC campaigns with geotargeted bids based on seasonality, weather, and user needs.

Many Google Ads beginners fail to consider the needs of their various customer types and other qualifiers based on their audience’s physical location.

You can save a lot of money by blocking ads in some areas while increasing the likelihood of a conversion and increasing bid adjustment in others.

Source: Thundertech

6. Bid On Your Own & Your Competitors’ Brand Names.

Yes, you should bid on both your own and your competitors’ brand names! Why? Because your competitors will bid on them if you do not. Furthermore, it will assist you in reaching the top of SERPs where you are not organically on the first page for your brand name.

When you bid on your competitor’s brand name, you entice their customers to look at your brand name and see what you have to offer. It’s a delicate balancing act. You must ensure that your advertisement does not impersonate any competitor of yours. Instead, you should offer a previously unconsidered alternative.

Please keep in mind that you cannot use trademarked brand names in your ad text or landing page URL.

7. Landing Page Relevancy

This is one of the most underrated aspects of paid search.

It’s easy to get lost in paid search platforms and focus all of your efforts on them. However, something significant takes place after that user clicks on an ad on that platform you are so focused on: they visit your website!

PPC marketing’s ultimate goal is to make a sale.

A successful PPC ad directs qualified leads to a landing page, but that’s only half the battle.

It is then the landing page’s responsibility to convert that prospect into a paying customer.

You should optimise your landing pages for PPC conversions by aligning the message of your ads with the message of your landing page.

Maintaining consistency in keywords, ad copy, and landing pages should increase click-through and conversion rates while decreasing CPC.

As you already know your customers are interested in your offer and message in your ad, you can boost conversions by repeating the message and CTA on your landing page.

A well-managed & optimised PPC campaign can help businesses significantly maximize their profits. 

Try out the above suggestions for your PPC campaigns, and you should be able to achieve your goal in no time.