5 effective PPC tips & tricks to try

SocialB Digital Marketing Blog Last modified: 23 Jun 2014 by Carla
Google | Hints & Tips

Pay Per Click (PPC) marketing is a fantastic way to promote your company but getting the hang of how best to do this can be tricky! The basis of PPC marketing is for advertisers to pay a publisher (typically a website) when an advert is clicked. Simply put, PPC means “the amount spent to get an advertisement clicked”. This method  not only directs traffic towards your site but it can have a big effect on sales if done correctly.  Follow our 5 PPC tips and tricks to make the most of your PPC marketing .


1. Include ad extensions

Ad extensions offer additional Click Through Rate (CTR) opportunity and the chance to expand on standard ad characters. Ad extensions are shown at Google’s discretion and only when ads reach a top 3 position. Ad extensions can include text, call extensions for mobile campaigns, location details for businesses, links to apps, customer review details and social links, and this list will grow as Google develops the platform.

2. Use Search Query Reports to build negative keyword lists

Historically named ‘Search Query Reports’, these reports are now found via the ‘dimensions’ tab under ‘Search Terms’. The data is keyword specific and offers insight into the exact terms used by users. This means phrase match and broad matching terms are opened up to pull terms from and build either negative key word lists, if keywords are irrelevant, or new keyword lists, adgroups etc if they are specific. For example, if you’re a children’s retailer and ‘dolls house’ is on phrase match and your search query reports are pulling through a lot of people searching for ‘model dolls house’, ‘model’ will need to be added to the negative lists for that campaign and maybe other campaigns.

3. Schedule your activity for the time of day conversions are seen

If conversions are your objective and you know your adwords channel is working at the users decision stage of the buying cycle, then via a report found under ‘dimensions’ > ‘time’ > ‘time of day’, you can pull information that then shows the time of day your converting the most traffic into sales. These metrics can then be used to build ad scheduling in the campaigns settings; e.g., if you convert all your business between 7am and 10pm, then ads can be scheduled to only show during these times and you then save money on wasted traffic at 10pm to 7am!

4. Use {KeyWord:Insertion}

This is a handy formula to use in ad titles that will ensure your text matches that of the users search query. It’s a good idea to always test alternative ad copy, and also without {KeyWord:Insertion} to ensure the best ad drives the campaign forward.

5. Split out your account as much as possible to focus the account efforts

There are many adwords accounts out there where all keywords are in one campaign and one ad group with only one ad. This does not allow for a targeted and tailored approach. It’s always best practice to separate your campaigns, adgroups, keywords and ad copy as much as possible. This allows accounts to flow and be optimised to a far deeper level. Ensure your keywords are at the heart of your campaigns and flow from campaign name through to ad copy.

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