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How Adwords PPC Campaigns Can Be Optimized In 2017

Posted on the 07 November 2016 by Divine T. @backlinkfy

How do you manage your pay per click Campaigns?  

Are you well versed with the different components of setting up and managing a PPC campaign to success?  

These are all questions that are valid to ask before proceeding.  

With all the different segments to get your PPC ads running, you need to be careful inorder not to waste your budget on worthless advertising due to your own recognizance.

PPC campaigns are good but if you setup your campaign wrong, you might get a disappointment that might hunt you for a long time. 

Knowing how cautious you need to be with PPC Campaigns, I have decided to share with some ways to optimize your Adwords Campaigns for better results.  


How will you define PPC Optimization?

Pay-per-click optimization is when you monitor, test and refine your PPC campaign for better conversions or goal completions.  

Also see what is PPC if you're still wondering! When optimizing your Campaigns, you need to focus on all levels of your campaign creation; 

  • Targeted audience 
  • Location  
  • Campaign keywords
  • Ad Groups
  • Ad copy 
  • Budget adjustments 
  • Landing Pages

Once your PPC Campaigns start to collect data and you can manage the initial data collected, it's best to stay managing your Campaigns right away so you don't waste money on keywords that don't convert. 

PPC advertising platforms, that can help you get you PPC Campaigns on the roll include Google AdWords and Bing ads. 

These two Ad platforms are the most effective but can run your marketing budget to the ground, since you are targeting ads with keywords entered within your campaigns. 

It's always good to get second opinion on how to setup your PPC campaign when you're determined to do-it-yourself. 

adwords campaign structure

Starting Pay Per Click Campaign Optimization

As one of the most efficient search engine marketing strategies, PPC is always encouraged by backlinkfy as a way to target your audience and narrow your marketing to what works and eliminate what doesn't. 

Depending on what type of business you run and what your marketing objectives are, PPC can be a good fit as part of your overall marketing strategy or an add on online marketing strategy - (Always make sure your SEO and content marketing strategies are in place too).   

adwords optimization

How will you benefit for your Adwords PPC campaigns?

To benefit from your Adwords PPC Ads, we will show you how to optimize your ppc with a few tips and steps.  You can start optimizing your campaigns by applying these techniques or having your PPC Agency implement them for you. 

Pay-Per-Click Optimization Tips

These tips will get you started with structuring your PPC campaigns with Google Adwords and Bing Ads. 

We will take a look at; 

  • Campaigns
  • Ad Groups
  • Ad Copies
  • Key Phrases
  • Landing Pages

Campaigns can be optimized in Adwords settings. Campaign options include, the following important components:

  • Network selection (search, display, search & display)
  • Device selection (desktops, laptops, mobile devices and tablets)
  • Location targeting (country, city, region, zip code and custom)
  • Bidding selection (focused on clicks or focused on conversions)
  • Budget setting (total per day)
  • Ad rotation selection (evenly over time or as quickly as possible)
  • Ad extension selection (site links and contact info)

TIP: Campaigns should be setup for the search network and the display network. Don't combine these campaigns.

Ad Groups Don't have o lot of levels for optimization opportunities, but you can work on the following; 

  • Group Names
  • Select group bids for all groups with CPC or CPM budget limits.
  • You can change Automation rule usage by changing  maximum bids in groups, pause ad groups and enable ad groups for specific campaigns

TIP: Campaign groups should have clear names with keyword phrases that are relevant to the ad group for better campaign management and targeted groups.

Ads carry text and image structures. You will need to make a choice depending on your campaign type. Your text and image ads can be optimized through;

  • Headline copy
  • Description copy
  • Display URL selection
  • Destination URL selection
  • Image type (banner, leader-board, square, small square, large rectangle, inline rectangle, skyscraper, wide skyscraper)

TIP: make sure your text and image ads are created with click through rates as the possibility by adding a strong call to action that is relevant and convincing on your landing page.

Key Phrases are the backbone of any ppc campaign. Depending on the type of campaign you decide to run, you will need to optimize your keyword phrases to be successful. key phrase optimization includes;

  • Match type (broad, phrase, exact)
  • Maximum CPC (cost per click)
  • Maximum CPM (cost per thousand impressions)
  • Average Position on SERP

TIP: Apply key phrases that will help you reach your campaign objectives. If your campaign is focused on conversions, then use more specific, action oriented phrases that will encompass the target audience with exact matches.

If your campaign is meant to create as many brand impressions as possible, then use more general keyword phrases for a broader audience.

Landing Pages are the end point for every ppc campaign. Your landing page will play a direct role in how your ads perform and convert to leads. To optimize your landing pages and increase conversions, you should do the following;

  • Design (layout, colors, fonts and certifications or logos)
  • Copy usage (strong headlines, relevant text, helpful lists and trust building testimonials)
  • Usability adjustments (easy to use forms and functionality)
  • Call to action selection (CTA button(s) colors, sizing, text and placement)

TIP: To better increase your conversion rates, make sure your landing pages are simple and relevant to your keyword phrases/Ads that took the visitor to your page. keeping your landing page less cluttered will help you get more conversions, leads and sales with less effort. Your landing page is your storefront, so make it count. 

PPC Ads Optimization Process

After you have successfully setup your PPC campaigns, you will need to manage them and keep improving your campaign for better results. As you will constantly improve your search engine optimization, you will need to do the same with your PPC campaigns to see results and better avenues for optimization.

In case you need help!

When it's time to manage your campaigns or just wanting to improve your present campaigns that have been live, you can hire one of our PPC experts to help get your campaigns to the next level or help with consulting on the next steps to take for optimization. 

How ready are you for a PPC Expert?

Learn More About PPC Setup

Divine Tumenta is an entrepreneur and professional digital marketing expert based in Los Angeles. He has worked in digital marketing for more than 8 years. He is currently founder and CEO of and a go to consultant for startups and small businesses in the USA.

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