PPC - Pay Per Click Management

Managing a PPC campaign is no walk in the park, my friends. It’s a complex, intricate dance that requires finesse and know-how. Just ask any seasoned PPC manager, and they’ll regale you with tales of the overwhelming amount of information that bombards their senses, making it feel like finding a needle in a haystack when searching for resources to level up those PPC ad campaigns.

But fear not! We’re here to shed some much-needed light on the matter.

Our crack team has gone the extra mile to consult with 11 top-tier PPC experts from around the globe. We’ve gathered insider tips that pack a punch, guaranteed to enhance your PPC advertising efforts and make your rivals green with envy.

From the nitty-gritty of landing pages to the intricacies of ad groups, from taming those elusive negative keywords to crafting captivating ad copy, and from unraveling the secrets of your target audience to mastering the art of bidding strategy, we’ve got your back, my friends. These invaluable tips will give your ad spend a kick in the right direction, supercharge your ad copy, and magnetize your ideal audience through the power of effective ad groups and PPC ads.

So brace yourself, my fellow digital warriors, as we catapult your PPC campaigns into the stratosphere. Are you ready? Here we go!

1. Demographics Targeting & Reporting: Don’t overlook the goldmine within Google Ads’ demographics section. It’s been expanded, my friends, and it holds the key to unlocking visitor trends and optimizing your ROI. But wait, there’s more! This treasure trove of data also lets you fine-tune your future marketing efforts, both online and offline. It’s like a crystal ball that reveals the untapped correlations and niches, making your PPC campaigns soar to new heights.
2. Utilize Pay Per Conversion: Google has unleashed a game-changing feature, my friends. It’s called “Pay Per Conversion,” and it’s a ticket to sales heaven. Here’s the scoop: you set a cost per sale target and provide Google with your ad collateral. The result? Google delivers sales, and you only pay when those customers hit that sweet conversion button. Oh, and here’s the cherry on top—you’ll never pay more than your CPA price. It’s an innovation that dances hand in hand with performance marketers, those champions who need to deliver sales (or leads) with unwavering precision.
3. Dark Posting on Facebook Ads: Let’s dive into the realm of Paid Social ads on Facebook and Instagram, my friends. I’ve got a gem of a strategy for you—dark posting your ads. Dark Posting, you say? Yes, indeed! It’s all about using the same ad ID across multiple campaigns and ad sets. The beauty of this strategy lies in the viral social value it unleashes. When likes, comments, and shares start pouring in, things get interesting. And guess what? If someone tags their friend or shares your ad, the engagement ripples through their network, all without spending an extra dime! I’ve witnessed clients experiencing a whopping 20% surge in traffic while keeping their ad spend in check. So why not infuse this social engagement magic into your PPC campaigns?
4. Keep an Eye Out for Long-Tail Keywords: Ah, the allure of long-tail keywords! Don’t let them slip through your fingers, my friends. You see, many folks have strayed from the path of diligent research and actioning the goldmine that lies within their PPC account. But fear not! Long-tail keywords still hold great value and offer a chance to outsmart the competition. So let’s not forget the “old ways” and build PPC campaigns that conquer the digital realm!
5. Make Use of Rule Bidding: Here’s a little trick up my sleeve, my friends. I love adding rules to accounts, and there’s one that takes the crown. It’s all about maintaining your position and slashing those CPCs. Listen closely: set your keywords to decrease by a smooth 3% every blessed day, especially when they’re reigning in the glorious position of 1.1. But wait, there’s more! Set another rule to boost your position by 3% if it dips below the magnificent 1.5. This balancing act ensures you don’t overpay for keywords sitting pretty in first place, while still securing that coveted top spot at the lowest cost possible. It’s a surefire way to wring out every drop of potential from your brand keywords and conquer the PPC landscape.
6. Search Attribution Reporting: Ah, the elusive tab that often escapes our attention—the search attribution report. My friends, it’s time to give it the spotlight it deserves. Nestled under the measurements menu in Google Ads, this little gem holds the key to understanding how people convert on your website. It unravels the touchpoints, the pre-conversion dance that users perform. But let me tell you about my favorite report—the “top paths” report. It’s a treasure trove that unveils the keyword path users take, adorned with impressions and clicks. This report reveals the true essence of how keywords contribute to your grand campaign performance. So, before you hit the delete button on a keyword with a seemingly low conversion rate, pause for a moment, my friends, and consult this report. That keyword might just be the glorious first touchpoint that sets the stage for future conversions down the line. Remember, haste can be the thief that snatches your precious conversion volume.
7. Don’t Get Caught Up On Spend Targets: Let’s unveil a secret, my friends—a hidden gem known as in-market audiences in observation mode for search campaigns. It’s your ticket to a treasure trove of data without disturbing the delicate equilibrium of your current ads. Gather that precious data, my friends, and let it simmer until the perfect moment arrives for optimization. This secret sauce ensures you surpass your clients’ expectations, delivering results that leave them speechless.
8. Aggregate Similar Conversion Events Into A Single One: Gather ’round, my friends, for I have witnessed many a conversion point that could be united under one event. By bringing them together, you gift Google or Facebook with a wealth of data, enabling their machine learning prowess to optimize your ads’ delivery like never before. The more data you provide on a conversion point dear to your heart, the more remarkable results you shall reap from your advertising endeavors. And if you’re a clever one using Google Tag Manager, simply unite those different conversion point triggers under one tag and watch the magic unfold. Step one: organize your conversion points, group them like peas in a pod, and ascertain whether they dwell under different events. If they do, my friends, it’s time to make the necessary changes and witness the meteoric rise of your performance.
9. Turn Off Auto-Application of Ad Suggestions: Ah, the siren call of Google’s suggestions. But heed my words, my friends—they often serve the mighty Google rather than your own best interests. Take matters into your own hands by navigating to Settings > Account Settings > Ad suggestions and flick that switch off. Bask in the glory of full control over your ads and watch the pennies you save transform into mountains of success. It’s a revelation, my friends!
10. Use Segments in Your Tables: Prepare to feast on a buffet of data, my friends. Embrace the power of the “Top vs other” segment in your tables. In certain niches, such as the legal realm, where cost per clicks can reach dizzying heights, this segment holds the key to unlocking a world of traffic and conversions. How, you ask? Simple. Target those users who dare to venture to the bottom half of Google’s SERP with an enticing ad that brims with features and benefits. Snatch those opportunities, my friends, and pay less while reaping the rewards.
11. Embrace the Automation! Ah, the sweet embrace of automation—the pinnacle of progress. Once upon a time, manual CPC bidding strategies reigned supreme. But my friends, times have changed. The automated strategies bestowed upon us by the mighty Google have evolved into a force to be reckoned with. When coupled with effective management, realistic targets, and captivating products, these automated strategies become the hero of the PPC tale. They’re no longer seen as the lazy or impure ways of managing Google Ads. Nay, my friends, they have become the crème de la crème, the best option for both growth and bidding control.

There you have it, my friends—11 expert tips to fuel your PPC campaigns and unveil their true potential. So go forth, armed with wisdom and newfound knowledge. Elevate your PPC game to unimaginable heights, leaving your competitors in awe. The search engines await, my friends. It’s time to conquer them and watch the results unfold!