Today’s first digital technology is tomorrow’s obsolete one. And that’s not just Google AdWords and associated technologies. In an online marketplace where information is freely exchanged and every client desires to be attracted, a mastery of PPC remains as necessary as ever. 

Pay per click is one of the most effective channels of advertising available today. It allows advertisers who have limited budgets to breaking into the market on a competitive level. But simply having a PPC campaign isn’t enough to be competitive in the space. You need an invulnerable PPC strategy to be successful and gain the upper hand over your competitors. PPC strategies have several advantages that can help a company grow exponentially. Crisp definition of the campaign objectives and improved segmentation are some of the biggest benefits. The best PPC strategies will be able to offer you superior ROI.

Google Adwords is the most powerful advertising medium in the world. It is used by over 50 percent of businesses that advertise online. Google takes pride in being one of the best internet industries out there, and they have also become increasingly interested in automation. They did this through the introduction of PPC services Adwords and search advertising engine (Adsense). Their conventional thinking may not work today. They are aggressively working on improving their PPC services. With over 200 million searches made on Google every day, advertisers can’t take advantage of this opportunity fast enough. A PPC service strategy is a quick and promising way to gather leads as well as sales for any business. It’s ultimately about money invested. A good PPC service strategy is at its highest return on investment when using automated services that deliver high-quality link building and conversion rates from targeted traffic.     

Your approach must be in harmony with markets, opportunities, and technologies. If you want to be a PPC expert in 2022, you need to begin by understanding why it’s important, who is making money doing it, and how it all works. 

Whether you are a beginner to PPC or a seasoned professional in the industry, there are so many components to consider when putting together a hot PPC campaign; from account structure and management to building ads, bidding, using call extensions, and ad extensions to managing landing pages. 

Optimizing PPC account structures with the right ad groups and keywords is vital to a strong PPC campaign. We must learn how to structure your account before investing your money or starting ads. One needs to learn how one can get the most out of their campaign, including what ad group strategy does and does not do for you as well as when and how to build an ad group.

If you’re in the PPC industry, you can accomplish a lot in the year 2022. An invincible PPC strategy will help you dominate your market. The key to being invincible is to take the time now to figure out your strategy. This article will get you started on your PPC journey and how to fully utilize all the tools at your disposal: 

1 Every Keyword Must Be Assigned a Match Type 

Every keyword must be assigned a match type. If a keyword is found on the webpage, the range of that keyword should be used for the match type. Otherwise, the default match type will be applied to your keyword.

To ensure you reach a large number of customers who are using your product or service, every keyword must be assigned a match type. This means deciding whether the keyword will trigger an ad when someone searches the term OR if it will trigger an ad only when someone searches the term AND has already visited your site.

Let’s talk about match types. Every keyword must be assigned a match type from the list below. Understanding how each match type affects your campaigns, ad groups, and keywords is crucial to creating effective campaigns. You should associate your keywords with the correct match type. Incorrectly selecting a keyword match type can affect how likely a user is to see your ad, how much you may be charged for your ad, and even whether or not your account can be suspended.

A match type is a way to tell Google Ads when your ad’s headline, description, and keywords match the search query that triggered your ad. Match types are an important part of AdWords and Google Display Network campaigns. However, they can be confusing. Let’s see how to write different Match Types to help write the best ad copy in both AdWords and Google Display Network (GDN). 

Match Types of Keywords Decide how Closely the Keyword Needs to Match with the Users’ Search Query so that the Ad Can be considered for Auction

Keyword Match Types

Here’s what each match type means:

1. Broad Match 

When you use the broad match modifier, this keyword match type is set for your account. This means you can generate traffic to your website for any searches related to your broad match keywords. When you use broad match, Google Ads automatically targets ads to searches by adding additional words after your keywords and may also boost your ad’s relevance by considering the searcher’s search context at the time of their search. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work. Broad match is the default match type that all your keywords are assigned. Broad match helps you attract more visitors to your website and spend less time building keyword lists.

Broad match is the default match type for all keywords in your account. By using broad match, you will be able to see all the search queries that your keyword targets (for example, low-carb diet plan) as well as any searches that relate to those keywords but are not actual matches (for example, low-fat plan). Broad match keywords are similar to phrase match keywords except that Google AdWords does not consider any TrueView inStream ads and Display Facebook ads, image or text links, or YouTube video thumbnail links in the search results. Broad match works best with Smart Bidding.

Broad match keywords can match close variations of what you’ve entered. For example, if you enter the broad match keyword red car, your ad may show when someone searches for “red car” or “car red”.

How Broad Match Works: a) takes into account user’s recent search activities b) content on the landing page is important and c) uses other keywords in an ad group to better understand keyword intent 

2. Phrase Match 

Search queries on Google can include words, phrases, and terms synonyms. Google’s search network utilizes this information to present advertising opportunities that are more relevant to user intent. For example, if someone specifies “t-shirts” in their search query, ads will show on “t-shirts” as well as “shirts” and other related terms. The syntax for phrase match is to put quotes around keyword, such as “tennis shoes”.

An Example of how Phrase Match Works

The important point to be noted here is that negative keyword match types behave differently than positive ones. Negative keywords exclude your ads from showing on searches with that term. For example, a hat company that doesn’t sell basketball hats can add a negative keyword for basketball hats. 

3. Exact Match

With an exact match, you choose your keyword and tell Google what you want them to show on searches, which can help you reach more people with relevant searches. For example, if you owned a shoe shop, you could advertise [red shoes] at a higher cost per keyword to get more attention from people searching for red shoes in your area. The syntax for an exact match is to use square brackets, such as [red shoe]. 

How Exact Match Types Work

Note that negative keyword match types behave differently than positive match types. 

2 Your Ad Copies Must Be Relevant to Landing Page and Targeted Services 

The more successful you become in unbridging the gap between your ad and landing page; the easier it becomes for the potential customers on your website to convert. If you design relevant landing pages connected strongly with your search advertising campaigns, your total number of conversions will definitely be higher. 

Making your ad copies relevant and attractive includes the following:

1. Design a relevant Call-To-Action (CTA) button aligned with your campaign marketing goals
2. Perform competitive benchmarking take notes and improve your campaigns
3. Determine and reiterate your value proposition in a unique way; explain why your product or service is unique
4. Ensure that your ad copy is relevant to the search
5. Have proper knowledge about different ad copy formats.

Speaking of the ad copy formats, here’re the ones that one should know about

1. Expanded Text Ads

You can use expanded text ads to describe a product, service, or solution and tell visitors where they can get more information or purchase what you’re promoting.

Below is the format for Expanded Text Ads: 

2. Product Listing Ads (PLAs)

Marketers can use the Google Product feed to connect to a Google Merchant Center Account. Microsoft Advertising has a similar feature called Product Ads. 

3. Image Ads

These are often the responsive ads that adjust size automatically depending upon where they are being shown. One can also use any of the 19 standard image sizes enlisted below:

200 x 200, 240 x 400, 250 x 250, 250 x 360, 320 x 100, 300 x 250, 336 x 280, 580 x 400, 120 x 600, 160 x 600, 300 x 600, 300 x 1050, 468 x 60, 728 x 90, 930 x 180, 970 x 90, 970 x 250, 980 x 120 and 320 x 50

3 Create a Perfect Landing Page for Your Ad Campaigns

Have you ever wondered why some Ad campaigns work and others do not? Everything from the size of the image, and the use of color to where the link is placed can affect your conversion rates. Creating a perfect landing page for your Ad campaigns can positively impact your bottom line. These are the simple tips that should be kept in mind:

• Craft a headline focused on value-proposition
• Choose an image and a short video that illustrates the offer
• Write a compelling copy
• Keep the lead from above the fold
• Add a Call-to-Action that stands out and is clear
• Give a relevant offer
• Ask for what you need
• Remove navigation keys
• Design a responsive page
• Optimize for search
• Make appropriate use of a thank you page

Designing the perfect landing page includes placing special impetus on the page headline, adding relevant images, lead form, copy/description, and following the F-Pattern. The F-Pattern is a simple layout designed to guide a users’ eye to information that one wants them to see based on engrained human behavior. 

One can test a landing page with a headline copy, image, CTA color, click triggers, copy in the page, and lead from-length and fields. 

Copywriting on the landing pages should cover pain points, features, and benefits; respond preemptively to objections, build trust and prospects, use different variations of Best CTAs such as 

1. Free Trial
2. Download Now
3. Learn How It Works
4. Learn More
5. Try it Free!
6. Get Started!
7. Unlock The List!
8. Start Your Free Trial!

When it comes to A/B testing your landing page you can test headline copy, image, CTA color, click triggers, Copy on the page, and lead from length and fields. 

4 Ad Extensions – Employ Additional Information to Expand Your Ad

If you want to be sure your great deals get into the right hands, spread the word: Share information directly in your ad to reach customers when they’re searching on Google.com, Gmail, and more. By purchasing Ad Extensions, you can get up to 4 extra pieces of information in your text ads and Shopping results pages. Ad extensions related to features will help you provide more relevant and structured information about your products and services, directly from Google Search results pages.

Make your ad stand out and get more clicks by adding extensions to your ad. Use additional information such as callouts and site links to showcase special offers, boost engagement with your website, help with cross-selling and up-selling, or simply add more information about the products or services you offer.

Here are some best practices of ad extensions worth noting:

1. Keep the extension description short and precise
2. Give an in-depth information
3. Add start and end dates for sensitive extensions (e.g. a sale)
4. Check links periodically 

Marketers can benefit from an array of ad extensions including site link extensions, enhanced site links, callout extensions, structured snippets, call extensions, app extensions, location extensions, review extensions, and price extensions. 

5 Leverage the Power of Ad Scheduling 

The Ad Scheduling tool allows you to optimize your ad campaigns when your business is most active. You can even focus on the top-performing times or days of the week.  When using Ad Scheduling, we’ll schedule your ads at all three repetition levels: daily, weekly, and monthly across Google Display Network and YouTube channels.

Leverage the power of ad scheduling and get more ROI by focusing on when your customers are most likely to convert. With Power Editor, you can create an ad schedule within the Automation window and select specific days and times, or exclude specific dayparts. Moreover, you can see the performance of your campaigns by date range, which becomes really useful around the holidays when conversion rates vary widely as people purchase gifts based on time since Thanksgiving.

By leveraging a proper ad scheduling regime one can reflect, research, re-adjust and revisit their PPC marketing campaigns. One can also employ device targeting and can optimize their ad budgets. Delivery of optimized ads is based on ads expected to create a higher click volume. Ads are delivered more evenly into the ad auction; however, they are not optimized towards any kind of goals such as clicks or conversions. 

6 Know About Several Campaign Types & Leverage the Best One According to Your Business Needs

There are multiple types of PPC ad campaigns that marketers can choose from. These include search networks, display networks, shopping product listing ads, smart campaigns, and video campaigns. The critical thing for marketers though is to analyze which campaign they should opt for and when. Knowledge of all these specific campaigns helps the marketers in doing an effective campaign optimization which leads to successful advertising experiences and ultimately business success.

AdWords is a part of Google’s advertising programs. It allows businesses to optimize their campaign for the results that they want to achieve through paid search ads. The most widely used campaigns in AdWords are search networks, display networks with search opt-in, and shopping product listing ad campaigns. Advertisers can choose from the above-mentioned campaign types and must opt for the one that suits their business requirements. 

A marketer can choose from several different PPC ad campaigns that offer comprehensive reach to their target audience. What campaign works best for any kind of business largely depends on the business objective and budget at hand, with various factors as well. We present a high-level overview of some of Google’s different PPC ad campaign types to help you make an informed decision.

Let’s have a look at each of them briefly:

1. Search Network Campaign – Search network campaigns are an excellent option for small businesses at the starting point. This is one of the most basic types of PPC advertising and is also the easiest to run. However, this is important for marketers to be aware that their campaigns in the search network can target any location, country, or even a specific city. These campaigns include text and display advertisements and usually are less expensive as compared to other PPC advertising options available.

2. Display Network Campaign – A display network campaign is a way to showcase your products to a network of publishers using Display ads. Display networks are very similar to search network campaigns, with the twist that they appear on websites instead of search engine results pages. By leveraging the display network, you’ll be showing off your products on sites that offer some of the highest engagement rates in digital advertising!

A display network campaign primarily refers to running ads on websites, using the display targeting option. Display network campaigns may be either the regular CPC or the behavioral type (CPA or CPM).

3. Shopping Product Listing Ads – By showing a suggestion based on the search query, Shopping product listing ads helps your business reach consumers when they are most ready to buy. This is accomplished by combining keyword targeting with image and title enhancements along with your actual product data.

A shopping product listing is a text ad that is displayed when customers search for a keyword like a laptop, tablet, mobile phone, etc. On clicking on the ads customer causes the page to be displayed which displays products that you want to sell with features and price.

4. Smart Campaign – A smart campaign is a combination of an integrated media plan that uses both traditional advertising and digital marketing strategies. A smart campaign uses the right combination of media to make your brand stand out in the mind of consumers. It grabs potential customers’ attention through online banner ads, videos, display ads, social media platforms, and search engine optimization strategies.

A smart campaign is a series of checks broken up into daily segments with limited durations. These campaigns work great for retail businesses because they are time- and money-effective. When you create a smart campaign, you will not only save money but also increase sales and boost customer loyalty by leveraging the benefits of email marketing. 

Video Campaign – A video campaign is a type of marketing, advertising, and promotional strategy that is used by all businesses to promote their business on the internet by using videos. A video campaign simply promotes your brand, product, or services through a video during these days. It is better to use short yet interesting and good quality videos to attract more audiences to your business website or your social pages. You use video campaigns to tell your brand story, explain how your product works, showcase related products, or provide information about your business.

7 Tailor Your Campaigns to Target Diverse Device Platforms and Locations

You should take care to create ad campaigns targeted to several device platforms and enhance the end experience of the users’ seeing those ads on diverse devices. They will be through different channels and locations. Other than this, you also need to take care optimizing your marketing ROMI. For instance, if you target mobile devices bid modifier can be applied. 

Also, the campaign settings can be tailored to match the location of the targeted users in a particular geo-location. Do not forget to place a bid modifier for mobile devices, and also tailor your campaign settings to match the location of targeted users in a particular geo-location. The time zone and all the other details need to be properly verified. 

8 Articulate Your Branding Strategies 

Pay-per-click marketing can be a highly effective method for sneaking a peek at how your website content performs. This page will explore the pros and cons of articulating your branding strategies to better optimize your PPC campaigns.

With so many factors affecting the performance of your PPC campaigns, it’s important to have a strong brand presence.

There are many approaches to online marketing, each one tailor-made to fit the business model of a particular company. For example, a start-up company with a limited advertising budget and a less-than-stable cash flow may go for PPC strategies such as Google AdWords. Meanwhile, more established businesses with more resources at their disposal can adopt multi-channel advertising approaches that can be an excellent tool in building awareness and ultimately growing the business. 

The right branding strategies will help you optimize your PPC campaigns and gain insight into how potential customers are viewing your business. Your brand image is the public face of your company, which helps it connect with consumers, so it is important to make sure that the message being conveyed is well thought out. A strong identity conveys the proper values and benefits of a product or service and reflects the image of the parent company.  

Let’s see how you can optimize your PPC campaigns by articulating your branding strategies:

1. Target CPA – You can set bids to maximize conversions at your target Cost-Per-Acquisition (CPA). This helps you keep the costs down while the conversions keep on scaling.
2. Target ROAS (Return On Ad Spend) – This strategy allows you to set bids to maximize conversions within a target ROAS goal.
3. Set Bids to Maximize Clicks – Marketers should set bids to maximize as many clicks as possible while maintaining spend. This strategy is useful when click volume is the primary goal. 
4. Target Search Page Location – Marketers should change bids so that ads can consistently be shown at the top of the page or on the first page of the SERPs. This helps in maximizing the number of people who see your ads. 
5. Maximize Conversions – One should concentrate on deriving the maximum value from their campaign budget.
6. Enhanced CPC – Your maximum bid is spontaneously raised if Google believes that the click will convert. Your bid can be up to 30% higher when your ad is completed for a spot on the SERPs. 
7. Manual CPC – Set the maximum amount that can be paid for each ad click.  

9 Track Your PPC Conversions 

You have an opportunity to track your PPC in many ways. If you have access to your search campaigns, you can always check your Ads by clicking on the Keywords tab and then compare to other keywords or adjusting bids. Sometimes it is easier to set up a new campaign and make it as similar as possible to your current campaign, so you can track performance at the keyword level. 

If you have been running a PPC campaign for any length of time, you will already be familiar with the importance of tracking PPC conversions for marketers, as this is essential to making informed decisions about your campaign.

If you are using PPC in your marketing strategy, then tracking your PPC conversions is the first step to a successful campaign. The importance of tracking multiple PPC conversions is that marketers can start to understand what works best with their target audience. While one product may be converting at a higher rate than another, it may not be capturing as many leads as another.

There are several methods used for conversion tracking:

1. Webpage conversion tracking
2. Mobile or tablet app conversion tracking
3. Calls from ads using call extensions
4. Calls to a Google forwarding number on your website
5. Clicks on the numbers mentioned on your mobile website 
6. Imported goals (from a third-party platform such as Salesforce)

The conversions can be tracked using the following platforms:

1. Google analytics
2. AdWords linking
3. Google Merchant Center
4. Google Ad Manager
5. Remarketing 
6.  Comprehending the Important PPC Formulas Can Help

Comprehending the important PPC formulas can help the PPC marketers to get their tasks done with a greater amount of productivity and efficiency. Some of the important PPC formulas or tools which would be nice for the marketers to know are ad scheduling, keyword bidding, Quality Score, and PPC management.

Listed below are a few important ones of them: 

PPC Formula #1 

Cost Per Acquisition (CPA)

CPA = Cost/Conversions 

CPA = Clicks x CPC/ Clicks x Conversion Rate 

CPA = CPC/Conversion Rate 

CPC = Target CPA x Conversion Rate

PPC Formula #2

CPC Bid to Hit Your Target ROAS

ROAS = Revenue/Cost 

ROAS = Clicks x Conversion Rate x AOV/Clicks x CPC 

ROAS = Conversion Rate x AOV/CPC 

CPC = Conversion Rate x AOV/Target ROAS AOV refers to the Average Order Value of Sales

PPC Formula #3

CPC Bid to Maximize Profit

Profit = Revenue – Spend 

Profit = Clicks x Conversion Rate x AOV – Clicks x CPC 

Maximum CPC Bid = Conversion Rate x AOV

Wrap Up 

Paid Search is a great conduit for B2B Sales lead generation. With PPC, you can build agile strategies that work in real-time. As a marketer, you can create and change your paid search campaigns on the same day. PPC means the keywords and ads you choose will only be shown to people who are actively searching for your business. This blog provides you with several strategies to polish and optimize your click-through rates (CTR) through your PPC endeavors. These strategies will help you create a stellar PPC strategy by creating engaging ad copies, aligning your SEM strategy with business objectives, implementing geo-targeting, and employing proper keywords in your PPC campaigns. Hope these will help you optimize the total CTR of your campaigns, get the most impressions, and clicks, and accomplish other vital KPIs consistently. 

Author Bio Priya Kumari

Priya has about 7 years of experience in Market Research. Currently, she is working for Valasys Media, as a content writer, which is amongst the top B2B Media Publishers across the globe. She has been preparing several personalized reports for our clients & has done a lot of research on market segmentation, cluster analysis of audiences & inbound methodologies. She has worked with government institutes as well as corporate houses in several projects. She possesses various interests and believes in a data-driven approach to problem solving. She holds a post-graduation in science also writes extensively on all things about life besides marketing, science, data science and statistics. She is a firm believer in higher realities and that there’s always more to life than we understand. She is a psychic healer and a tarot practitioner, who believes in a spiritual way of living and practices Yoga and meditation. When not writing you can find her enjoying music or cooking.