How To Optimize Your PPC Strategy

ppc pay per click technology advertising or advertisement concept with team people and clicks icon modern flat style - vector illustration

You want everyone to be interested in your company or brand. You need to appear in the top Google SERPs (search engine results pages), and on YouTube and other platforms. This can be achieved in two ways: either organically or through paid advertisement. As any digital marketing agency such as can tell you, it is best to use both.

The quality of content and strong SEO foundation are the keys to organic search results. Consistently posting blog posts and sharing content on social media will gradually increase the authority of your domain and help you climb up the search results.

There’s also paid search advertising and pay-per-click marketing (PPC). You can bypass the system by creating viewership to gain leads, close deals, and recoup your investment.

What is pay per search?

Nearly every search query on Google and Bing will include a few links at its top, with the words “AD” next to them. This allows brands to increase viewership without the need to spend months developing organic content strategies.

Here are few terms you might want to reminisce:


Targeting your ads to specific keywords in a search query is possible. You might target common terms such as “pre-workout shake” and “best supplement for working out.”

Companies and businesses will be more interested in short-tail keywords than the former.

Long-tail keywords like the latter will have lower competition and cost less to advertise.

Impression share

The impression share is a measure of how well your PPC ads are performing. It is simply the sum of the impressions you have received and the impressions that you were eligible to receive.

Negative Keywords

These are not keywords you want to appear for, but they are target keywords. You might want to exclude “workout supplement weights” because the user was likely trying to find the viral product, “Shakeweight”.

You will get the best results for your brand if you constantly adjust your bidding for the keywords that you want to rank for. To avoid spending marketing dollars on irrelevant search queries, monitor your impressions and remove any negative keywords.

Now let’s get to the optimization.

  • Optimizing Your Bid
  • Placement Scrubbing
  • Optimizing Ad Copy
  • Optimizing Conversions
  • Optimizing Against Competitors
  • Monitoring Search Terms
  • Optimizing Internal Levers

Bid Optimization

You probably know that Google’s first page is crucial. You will also get the majority of clicks if you are in the top three spots.

The optimized paid search strategy is the key to being number one.

You don’t want to be the first result on a Google SERP. It is important to be the first result on relevant search pages. Optimize your bidding strategy to achieve this.

Optimizing Your Ad Copy

PPC ads only have one chance of capturing the user’s interest and inciting them to click. You will need to use actionable words, relevant titles, and optimized copy in your ad copy.

You have 135 characters for grabbing a user.

30 characters for the Headline

90 for the Body

15 for the URL Ad Path

Your Headline is the most important part of your website.

Your Body copy should contain actionable words

Optimizing Conversion Rate

Your targeting skills and a copy may not be the best if you have a high conversion rate but an impressive rate.

Use key search strategies, and Similar To Audiences to increase conversions in your search campaigns.

These will allow Google to show ads to more qualified leads (those most likely to convert).

scroll to top