This document provides 5 tips to improve PPC campaign performance on Google: 1) Increase daily budget to improve ad delivery and frequency of impressions. 2) Split keywords into new campaigns/ad groups to improve delivery to lower-performing keywords. 3) Create new campaigns for under-performing ad groups to increase impression frequency. 4) Analyze clicks to optimize bids for targeted vs non-targeted keywords. 5) Optimize ads, keywords, and landing pages to attract prospects and guide them to desired actions.

1. 5 tips to boost your PPC results on
Google

2. As costs of PPC campaigns are increasing, internet
marketers are more than even under the pressure to
deliver positive results. The performance of PPC
campaigns is dependent on following factors:

3. - The impression rate

4. - Your ad position

5. - Click thru rate (CTR)

6. - Conversion rate

7. Finding the right balance between impression rate, ad
position and clicks is the starting point to successful PPC
advertising. Before exploring tips to help your campaign
perform better, let's quickly sum-up the concept how
Google displays your ads in its sponsored results:

8. * Daily budget controls frequency of your ad display

9. The frequency is expressed by number of impressions. If
your daily budget is not high enough, your ad may not
show all the time (meaning you don't have enough
impressions per day).

10. * Ad position depends on the Rank Number

11. The higher the rank number, the higher is your ad's
position on the page. The rank number is calculated based
on the following formula:

12. Rank Number = CPC (Cost Per click) x CTR (click through
rate) x (Ad quality)

13. Now we're ready to explore what practices are more likely
to help us improve PPC campaigns performance:

14. 1/ Improve Ad Delivery

15. If your ad does not show up every time when searches are
performed under your keyword, it may be a sign that your
daily budget is not high enough. As you now know, how
frequent of your ad display is controled by the daily
budget. If you would like your ad to be shown more
frequently, please consider to increase your daily budget
in order to receive a maximum exposure for your ad.

16. Normally, you have 50% margin for your daily budget. For
example, if your desired daily budget is $10.00 per day,
you can set your actual daily budget on Google to $15.00
per day, because your actual spending is based on your
click thru rate, by setting the daily budget higher will allow
your ad to get more exposure, but your actual spending
may still be in your desired daily budget range.

17. However, be sure to monitor your daily advertising costs
and if they are rising too high, decrease the budget on the
safe level.

18. 2/ Improve Ad Delivery per Keyword

19. Each campaign can have one or more adroups. An
AdGroup is a group of keywords and ads that will display
when those keywords are searched for on Google. You
may have experienced a situation when only few
keywords out of the whole AdGroup trigger your ad. The
explanation lies again behind the daily budget that
controls a number of impressions for your campaign.
These impressions are distributed between individual
AdGroups and further between individual keywords. So it
may happen that some keywords in a particular Adgroup
have more impressions than the others, meaning some
keywords trigger your ad more frequently than others.

20. If you want to improve the ad delivery for your targeted
keywords, you can consider splitting your keywords and
creating a new campaign for keywords with low
impressions. This should improve the frequency with
which they will trigger your ad.

21. 3/ Optimize your Adgroups

22. As mentioned above, each campaign has one or more
adroups that all share campaign's impressions. Often, the
impressions are not divided evenly between adgroups. So
it may happen that some adgroups have more impressions
and show their ad(s) more frequently than others. It is a
very similar scenario as with keywords we just described
above.

23. To improve results of your low-performing adgroups, you
can consider to create a new campaign for them in order
to increase the frequency with witch they show your ad on
Google.

24. 4/ Analyse your Clicks

25. Make sure the clicks are made for specific, targeted
keywords. If you're getting lots of clicks on non-targeted
keywords, consider reducing Max CPC and/or your ad
position in order to improve your ROI. Similarly, you can
raise bids for targeted keywords that are performing well.

26. 5/ Optimize your Ads

27. Make sure you bid on targeted keywords, create
compelling ads and link them to relevant content on your
website. The keywords you chose will segment the market
and target your desired audience. If you won't chose
wisely, you'll finish targeting the wrong market and
wasting your advertising budget. The ad you create needs
to attract attention of your prospects. It needs to
communicate your unique selling feature - in other words,
what makes your product/service different from others
and why a visitor should visit your website. Be specific
about your offer and include call to action. Lastly, guide
visitors to the content on your website where they can
access more information about the offer advertised. The
landing page should also clearly state what is the next
natural step to make - buy your product, download the

28. PPC management requires lots of work and testing but if
you stick to the basics you can make money instead of
losing them. Remember, the only measure that matters on
the Internet is the profit you make.

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