9 Quick Tips to Significantly Improve PPC Performance


PPC advertising is arguably the most effective form of online marketing.

As the name suggests, it works on a pay-per-click basis – in other words, when ads are clicked on by a user, the advertiser pays a fee to Google.

Pretty simple, right? Not only can PPC advertising bring targeted and qualified traffic to your website, its method is consistent and scaleable. Achieving success using PPC advertising is simply a matter of optimizing your PPC campaigns efficiently and avoiding common PPC mistakes.

So, in this article, I am going to teach you all the tips and tricks involved in optimizing your PPC campaigns.

1. Define your goal

Everyone needs a goal, so does PPC advertising.

Without a definite and measurable goal, you cannot optimize your PPC Campaigns.

Your campaign goals are the foundation of your optimization process.

That is why you need to ensure that you have a roadmap to follow before starting with PPC advertising.

It is important to remember that you should have measurable PPC campaign goals because only then will you be able to know if you have attained your goals or not.

Do you want to drive more traffic to your site or do you want to maximize leads, sales, downloads and subscriptions?

The optimization process of your PPC campaigns depends on the goals you are trying to achieve

After defining your goals, you will be able to compare your campaigns and see if you have reached the desired level or not.

2. Focus on high-performing keywords

To optimize your PPC campaigns, you need to check the performance of your keywords. Since they are the building blocks of all PPC campaigns, it is very important to keep a check on them.

After reviewing your keyword’s performance report, you can actually see which keywords are the best performers and are actually paying you back.

Your top-performing keywords are the ones that bring more business for you, hence you should focus on these keywords.

One thing to remember here is that just because some keywords are performing the best does not mean that you should let them run on as they are.

Keep introducing changes at the bidding strategy of these keywords. By doing so, you can trace out the optimal bid for each of the keywords.

The quality score is the performance indicator of your keywords so keep checking the quality score across all keywords to check which keywords are consistently top performers.

3. Filter out low-performing keywords

While on one hand there are keywords that are exceptionally good and top performers, on the other there will always be keywords that do not perform that well and hurt the performance of the entire campaign.

These keywords do nothing when it comes to getting traffic or conversions and additionally waste your advertising spend.

After analyzing the performance of your keywords, pause the keywords that are not performing well, i.e., not generating impressions, clicks or conversions.


There are different types of non-performing keywords.

First, there are keywords that have no impressions.

These keywords play a primary role in wasting your ad spend. If a keyword isn’t capable of generating impressions, it means that users are not searching for it.

The first option to fix these keywords is to wait and check the performance of the keywords in a week, and if their performance shows no improvement, you can go ahead and delete them.

Secondly, there are keywords that have impressions but no clicks.

An impression occurs when the user’s search query has at least one of your keywords, causing your PPC ads to appear. However, clicks occur when the user finds the ad relevant to his or her needs and clicks on it to get redirected to your landing page.

If the keywords have a lot of impressions but few or no clicks, that means that your keywords are lacking relevance.

The solution to this problem is to ensure that your keywords are carefully targeted so that when a user searches for you, you are showing them an ad that clearly correlates with their search query.

Lastly, there are keywords that have clicks but no conversions.

If you are getting a substantial amount of clicks but no conversions, this means that either your PPC campaigns are improperly managed or your website is lacking the necessary elements to generate more conversions.

The initial step to check why your clicks are not turning into conversions is to analyze your PPC campaigns. To identify the main issues which are preventing conversions, you can review a number of factors within the campaign.

  • You can check the Search Query Reports in AdWords to find the root cause
  • You can check your website to look for more reasons for the non-conversions
  • You can analyze and check the design, Call-to-Action and landing page

Always ensure that your ads are directed towards a landing page and not your homepage.

There may be other reasons that your keywords are not performing beyond these. Perhaps the bid of the keyword is not high enough – or the search volume of the keyword is too low. It could be that the keyword lacks relevance or the match type isn’t appropriate.

Either way, to avoid losing money, you need to track the performance of your keywords.

4. Create a negative keyword list

Negative keywords are important keywords that save your ad budget by preventing your ads getting triggered by irrelevant search queries. They help you to make sure that your ads appear only in front of those who are actually looking for your offer.

Negative keywords give you a chance to filter out any unwanted traffic and save some dollars that otherwise would have been wasted by the irrelevant clicks.

For example, if you sell New Laptops, you might create ads using New Laptops as your keywords. But your ads may get displayed to users searching for Old Laptops, Repair Laptops and Second-Hand Laptops.

Since you only sell New Laptops, not Old, Repair or Second-Hand Laptop, getting triggered to these ads is not helpful and will bring in no returns.

Thus, to save your ad budget you can add Old, Second-Hand and Repair as negative keywords.

After adding these negative keywords, your ad will only get displayed for a search query that is directly correlated with your targeted keywords. Apart from saving your ad spend, negative keywords can also improve your PPC campaigns  by increasing your click-through-rate (CTR), conversions and quality score.

Because the negative keywords make the ads more targeted and focused, the clicks that are generated are more conversion-oriented, and when your CTR and conversions rise, your cost-per-click reduces thus improving your overall quality score.

5. Optimize your keyword bids

After selecting your top-performing keywords, creating your negative keyword list and culling your non-performing keywords, the next step is to adjust your keyword bids so that you stay in the competition.

Bid optimization depends on your marketing strategy and varies from one campaign to another.

Let’s now discuss the bidding options that improve the performance of PPC Campaigns.


(I) Manual Bidding is the best option for optimizing bids.

As the name suggests, you can make bid adjustments manually.

These type of adjustments give you maximum control when it comes to bidding and you can also make swift changes as and when required.

You can get very granular with your bids through manual bidding. Manual bidding also ensures that the bid adjustments are in effect without any delay. As online marketing is dynamic and changes frequently, you can always react to changes in your bidding strategy.

(II) Target cost-per-acquisition (CPA) Bidding

Target CPA Bidding strategy sets bids at the target CPA so that you get as many conversions as possible.

It automatically optimizes the bids and offers bidding abilities that tailor bids for each auction. You can use Target CPA Bidding in a single campaign or across multiple campaigns, ad groups or keywords.

By using the historical information of your campaigns, Target CPA Bidding automatically finds an optimal CPC bid for your ad when the ads are triggered. You may risk the possibility that some of your conversions will cost you more than the targeted CPA while the others will cost less.

In this case, AdWords will try to keep your Cost per Conversion to the targeted CPA that you have set.

For example, if you choose a Target CPA of $20, AdWords will automatically set your CPC bids to try to get you as many conversions at $20 on average.

(III) Target ROAS Bidding

This lets you base your bids on your targeted Return On Ad Spend. Targeted ROAS Bidding helps you get more conversion value.

Just like Target CPA Bidding, you can use Target ROAS Bidding in a single campaign or across multiple campaigns, ad groups or keywords.

By using your reported conversion values that you get through conversion tracking, AdWords predicts your future conversions and related values, then it sets a maximum CPC bid to maximize your conversion value.

With Target ROAS Bidding, AdWords tries to keep your conversion value equal to your Target ROAS.

For example, if you set your target ROAS to 400%, AdWords will automatically adjust your bids so that you can maximize conversion value while reaching your target ROAS.

6. Create compelling PPC ads

The ad copy is the first point-of-contact between you and your potential customers. As the saying goes, the first impression is the most important impression, so make sure that your ads are compelling and engaging.

Create distinctive ad copy to attract more and more potential customers. This involves creating attention-grabbing headlines. Most people browsing online only scan the screen and focus on the headline so make sure it describes your product/service in an enticing way.

You should also make your ads specific and relevant – do not beat around the bush, just be concise and get to the point. Moreover, avoid using irrelevant words and include those words only that adds value to your product/service. Highlight the unique selling proposition and include a strong call-to-action (CTA).

A good CTA measures the effectiveness of your PPC campaigns and also increases the CTR.

While creating a CTA, avoid the use of generic phrases like ‘click here’ and instead use phrases that convince the users to click the link and complete the desired course of action.

7. Put in ad extensions

Ad Extensions are the ad formats that show additional information about your product. When you show extra information about your products, you help your customers get to know you and your products in an optimal way.

Ad Extensions also improve your visibility, increase the CTR and improve the overall ROI.

To ensure that your PPC campaigns benefit from the Ad Extensions, you need to choose the right Ad Extension:

  • Sitelinks Extensions are the additional links in the ads that direct visitors to reach their desired location on your website. These extensions provide links to additional landing pages to give more specific options.
  • Call Extensions allow visitors to call you with the help of just one click. This makes it easy for your potential visitors to call you.
  • Location Extensions improve your ads by displaying your physical address, contact number, and a map to show directions to reach out to you. They make it easy for local customers to reach out to you quickly.
  • App Extensions come in the form of links just below your ads, and direct the visitors to the App Store or provide a download link of the app.
  • Review Extensions come from online reviews, which online customers are proven to trust and turn to.

8. Make ad-specific landing pages

Your ad copy and landing page are complementary to each other.

The ad copy will work at its optimum level only if it is aligned to its relevant landing page.

It’s therefore important to write the ads while keeping in mind what is being offered on the landing page.

Some advertisers make this mistake of either directing visitors to the homepage or creating a generic landing page for all ads in the campaigns.

Align your ads to your landing page as both of them correlate to each other.

Make sure you highlight the benefits, features and the USP in your landing page that you mentioned in your ad copy to ensure consistency.

9. Conduct A/B testing of PPC elements

A/B Testing is a process which is omnipresent on every level of PPC campaigns, whether in the keywords, ad copy or the landing page.

A/B Testing is a critical part of PPC campaigns because it makes your ads more relevant.

To test your PPC Ads, you need to decide which of the following elements of the ad to test:

  • The headline
  • Description
  • Link
  • Keywords
  • Ad Extensions

On the other hand, to test your landing pages, you can choose any of the following elements to test:

  • Design
  • Headline
  • Images
  • Benefits and features
  • CTA

Since the PPC space is forever changing and evolving, you should regularly use A/B testing to test your bids, keywords and ad groups to identify which keywords are performing best, and which bit of ad copy is increasing your conversions.

A key thing to remember while conducting A/B testing is that you should test only one element at a time to get proper results because if you test multi-elements simultaneously, the end results will be convoluted and indeterminate.

A/B testing should be considered as a performance booster process to optimize your PPC campaigns.

Final thoughts

Never forget to track and monitor your PPC data and results.

PPC requires constant monitoring to give it the best possible outcome, and the beauty of this marketing approach is that you can see every part of where your expenditure is going if you take the time to look.

The data that is recorded by conversion tracking gives you an insight of the performing and non-performing metrics so that you can optimize them for better performance. Conversion tracking is not a one-time activity – make it a constant so as to improve your conversion rates.

To stand out from your competitors, you really do need to have that urge of doing better every single day.

Hopefully, by taking these optimization tips into account, you can effectively improve the performance of your PPC campaigns and enjoy better results.

Guest Author: Dinesh Thakur is the co-founder of Ads Triangle, which is a Google Partner and Bing Ads Accredited agency. He has 7+ years of experience in pay-per-click marketing. Dinesh has helped hundreds of businesses to grow their revenue through PPC. He has expert skills in Google Adwords and is passionate about all things digital.

Adwords PPC Mastery – Stay In Control Of Advertising Budget In Reaching Out Your Potential Customers


Why You Need Adwords PPC Mastery? Finding The Right Customers That is Highly Qualified to your Business, Get Discovered on your Industry by Writing an Effective Ads that Converts and Building The Illusions Of Grandeur by Leveraging The Power of Remarketing.

Finding what people search on the search engines is one of the most important aspects of search engine marketing. Keyword research also helps in search engine optimization. In this lesson we will learn about the mindset behind keyword research and also the different tools and methods you can use to do keyword research.

we will discuss about what should happen after people click on your ads. Unless you have high converting landing pages and track your conversions, you will not be able to get a ROI from Adwords. This lesson is less about Adwords and more about what needs to be there beyond Adwords to make your campaigns work.

The Ultimate and Affordable Adwords PPC Mastery Training Ever!You Will…

*  Successfully implement an online Ad Campaigns that will attract the right customers to your business

*  Analyse the internal search data your customers are searching for

*  Develop a multichannel strategy that delivers on your marketing objectives

*  Create online brand domination that works in your industry

*  Gain confidence in crafting a highly effective PPC ads that encourage click-throughs and conversions

*  You will develop a bid management strategy to maximise high quality visitors and minimise costs

*  Gain great perspective on online marketing in both local and global market

*  Remarket to your previous website visitors to get them coming back to your site

*  How to easily double and drive consistent traffic to your business

*  Stay in control of your advertising budget in reaching out to your potential customers



 Who Can Benefit From Adwords PPC Mastery?

 Local Business Owners

Flower shop, hair salon, furniture, restaurant, etc.

 Product Vendors/Owners

Authors, Ebook Vendors, Software Developers, etc.

 Big or Small Companies

 Construction, Insurance, Food Manufacturing, etc.


Dentist, Chiropractor, Certified Lawyer, etc.

High Paying Jobs 

Paid Search Specialists, Digital Marketing Specialists

 E-Commerce Business

Shopify, Bigcommerce, Volusion, 3dcart, etc.



Pop Notify – How To Use Facebook’s Behavior Conditioning To Your Advantage

This diabolically simple yet easy-to-use plug-in utilizes Facebook’s behavior-conditioning shenanigans to compel users to click any link you want, whether it’s affiliate links or any PPC ads you’re getting commissions from, among many other moneymaking methods on the Worldwide Web.

People have a tendency to automatically click pop-ups and whatnot, especially if they’re Facebook users.

Take advantage of this conditioned Facebook response to bring customers to certain pages that are in desperate need of clicks, attention, and traffic. The Pop Notify site even has a video detailing how all this works.

Watch it and have your mind blown on how simple it is to make money on autopilot by depending on the kind of behavior that many social media users are used to by now when it comes to clicking and visiting sites.

The more (natural, non-click-fraud) clicks you get out of those users, the more commission you’ll have. This can also result in convertible gains for the people paying you to drive traffic to their sites and widen that visitor-to-customer bottleneck in their sales funnel.

You’re literally forcing visitors to click on specific things you want by taking advantage of their conditioned response from using Facebook, Twitter, and Instagram. Then again, those sites have conditioned them to react to pop-ups and whatnot for the same reason you’re taking advantage of the very same thing.

This clever little tool by developers Andrew Lewin and Brad Gosse understand the story behind Pavlov’s dog and how certain stimuli makes a person do things that would otherwise not make any sense. Facebook has associated certain actions with certain rewards, such that the actions in people’s minds are linked to the reward.

Pavlov had a dog that he fed whenever he rang a bell for a few weeks. He afterwards rang the bell without feeding the dog to gauge his response. He observed that the dog would salivate every time the bell is rung, thinking he’d be fed even though he was never fed.

The same conditioned response from Facebook and its denizens can be taken advantage of with Facebook-style notification pop-up boxes from the bottom left corner of the page courtesy of Pop Notify.

Instant Profit Silos – Learn How To Create Strong Keywords Related Themes On Your Site & Improving The Relevancy Search Engines

Instant profit Silos is an info product that teaches you how to build small niche websites (pages), and use pay-per-click advertising on search engines. Basically you will be taught how to choose a niche and about keyword research. Finding profitable keywords is crucial to make this work for you, and Instant Profit Silos does teach you at least the basics.

You learn to find hot niche markets Mark basically labels as “embarrassing topics” where people are too worried about talking about, going to a doctor to and absolutely need to find a solution, so they go online. You then learn to promote relevant products to these people through PPC marketing on Bing ads.

The core of the product consists of 10 videos of good quality, with clear visual and audio. The size ranges from 4 minutes to about 14 minutes. The content is really impressive and Mark Bishop is explaining the method of his system in an easy way to understand. You will learn how to chose a lucrative niche and product(s), research relevant keywords and how to create your mini website.

instant profit silos review

5 steps it takes working Instant Profit Silos:

1) Find A Niche And Product

2) Research The Keywords

3) Create Your WordPress Website

4) Buy ONE Domain Name & Website Hosting

5) THE TWIST! Create An Ad Campaign With Bing

Your traffic will come from paid advertising instead of organic searches. So this is the method of creating a mini site, which will be explained in detail inside this product.

You can repeat this process and create as many sites as you want. You will not find any training related to SEO inside this course, but instead you will have to spend money to get traffic. PPC is risky while SEO is much safer and that is why I think that SEO is more important. In short, you will learn about setting up mini sites as sub domains under one domain name.

Easy Image Ads


Imagine… A new lightweight piece of technology that’s so incredibly sophisticated yet intuitive and easy to use that allows you to seamlessly monetize your audience and skyrocket your conversions, revenue and sales within literally SECONDS

 That’s exactly what we’ve designed Easy Image Ads to do: whenever a visitor hovers with their mouse over ANY of your site’s image – either by accident or because you encourage them to, they get presented with some form of advertising (that you can pick and customize yourself.

That means you can show them buy buttons, autoplay videos, make them opt-in and much more – and this form of interaction is so new, so intuitive and so surprising that your visitors won’t be able to ignore it!

Even better yet – it’s undetectable by ad blockers! And it’s so engaging, your audience won’t be bothered by those ads – they’ll be DELIGHTED and interested and they’ll want to click, to buy, to subscribe. It’s literally – your very own money machine

Using professional yet intuitive and simple to use features – it’s like you have your own Photoshop for WordPress! Crop, resize, edit and improve with just a push of a button!


With state of the art technology inside, Easy Image Ads has been built from the ground up to make you the most money possible from

your existing assets, and make it EASY for you to convert future visitors into ecstatic buyers and loyal subscribers!

Regardless if you’re just starting out or you’re already an experienced marketer, it’s getting harder and harder to engage your audience. Heck, it’s actually a huge problem for big online brands and publishers too!

The reality is, people are immune to traditional forms of selling, or perhaps already have an ad-blocker, making your site’s ads, products and opt-in forms completely invisible


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