Quick Tips To Improve Your PPC Campaign Performance

In the previous post we covered getting started with Google PPC Ads. Once your campaigns are live, it doesn’t mean your work is done, however. Google Ads isn’t really a platform where you can just set your campaigns and forget them. In order to get the most out of your PPC campaigns, you will need to keep track of your them and optimize for better performance on a regular basis. The great thing about Google Ads is that the platform actually gives you a number of tools that can help you tweak your campaigns.

Here are a few things you should be doing on a regular basis:

Check your search terms reports

The search terms report is a nifty feature that, when used efficiently, will definitely help you improve your campaign performance. This report contains all the search terms that triggered your ad over a given period of time. Use it to find the search terms that generated conversions and add them as new keywords to your existing campaigns. Another thing you should do is look for negative terms – search terms that you don’t want your ad to appear on – and add them as negative keywords.

Optimise your bids

Once your campaign is up and running and you’re getting traffic to your site, you should (hopefully) start seeing some conversions. The next step is to figure out which keywords are the most profitable. By measuring the keyword conversion rate and cost per conversion, you should begin to have a pretty good idea how much you can afford to pay per click on these keywords and adjust your bids accordingly. Google Ads has a number of automatic bidding options to assist with this, but it’s often a good idea to run your campaign manually at least until the system has enough data to start making informed decisions.

Shift budget towards the best performing keywords

Since you’re paying every time someone clicks your ad, it doesn’t make sense to keep spending large chunks of budget on keywords that don’t generate conversions. Instead, you should allocate more budget for the campaigns that have a strong track record of producing conversions. Remember, budgets are controlled at campaign level, and if your campaign runs out of its allocated budget, Google will stop showing your ads. You’ll want to make sure that the campaigns that contain the best performing keywords have enough budget allocated for them, otherwise you could be leaving money on the table.

Google Ads Audit

The key to winning at PPC is careful management and regular campaign optimization. Ideally, you should check how your account is performing at least once a week, but even if you just set aside a few hours per month to do these three things, you’re already doing better than a lot of advertisers out there.

Are you running Google Ads PPC campaigns for your business? Get in touch with us today for a free, no-obligation Google Ads audit. We will manually review your account and send you a report outlining your PPC performance and suggestions to improve your account.