PPC Best Practices: Transforming Good Into Great 

 January 9, 2022

The greatest is always the best, so why settle for less?

In the world of pay-per-click (PPC) advertising, advertisers know that what works nowadays may not work later due to increasing competition.

PPC strategy and Google Ads best practices are essential if you want to maintain your position at the top. You won’t get very far if you take a careless attitude to either.

So, what are some of the finest techniques for PPC advertising in sponsored search?

Proven PPC Strategies for 2022 in the World of Google Ads

It never hurts to know what you’re doing when it comes to account optimization. With only a few mistakes with Google Ads, you may do a lot of harm.

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These 10 recommended practises for PPC advertising can help you step up your game this year.

1. Maintain Consistent Access to Program Updates

A great deal changed in Google Ads this year, and the system is still evolving. It’s a good idea to keep an eye out for new PPC best practices and evaluate the new features. Maintaining a cutting-edge approach will be facilitated by this.

2. Tracking Of Conversions Should Be Enabled

Once someone clicks on your advertisement, you need to know what occurs next. Did they opt-in to get your newsletters? Did they use your app or purchase something?

Conversion tracking is an evergreen PPC best practice that should be activated in your campaign settings to obtain all the data you want.

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3. Maintaining An Active Presence On Your Account 

No one would be surprised if active accounts were more likely to succeed. To get the most out of your marketing efforts, you need to devote significant time and effort to tracking and improving the back-end of your campaigns.

PPC best practises include using the following strategies on a regular basis:

  • In the event that you’re paying more than you’re getting back, lower your keyword bids or your budget.
  • Bid on keywords that aren’t converting or converting in low places, then lower the prices on those that are converting. Consider eliminating low-ctr keywords (CTR).
  • Add unrelated search terms that bring in unqualified traffic and use them as negative keywords.
  • Analyse the effectiveness of your advertising, and if necessary, pause or split-test fresh ones.
  • Think of new means of targeting by device, network, location & language roughly once a month. When creating your ad structure, keep your objectives in mind.
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4. Setting goals is an essential part of every paid advertising strategy

Your campaigns, ad groups, keywords, and advertisements should all be linked in a logical framework with your objective in mind so that they all work together to achieve yours.

5. Ad Groups Should Be Organised In Accordance With PPC Best Practices

Your site might be a bustling hub of new customers and low-cost visitors, or it could be an expensive digital ghost town.

PPC recommended practices for managing your ad groups include the following:

  • Ad groups should include at least three advertisements apiece, each using at least one of your keywords in the headline.
  • Advertisements with similar keywords should be grouped together if you have many ads with the same set of keywords. As a result, these adverts will be seen by people who are looking for the same thing.
  • Pick a certain subject – Each ad group should have a specific topic, and each ad should use keywords that are relevant to that subject.
  • Avoid reorganising campaigns and ad groups months later, since the rearrangement might wipe out all of your data! Organize as you go.
  • Consider using “single-keyword ad groups” For each ad group, it’s best to focus on a particular term. For each ad group, Google suggests using between 15 and 20 keywords.
  • Keywords should be related to the content of the landing page.
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6. Consider Using Custom Ad Extensions

It’s possible that your advertisements just don’t say enough. Additional details about your products and services may now be included in Google Ad extensions to urge customers into taking action.

In 2022, ad extensions will be used in a variety of strong ways, such as call buttons, site links, customer reviews, and structured snippets.

7. Ensure That Your Ad Copy Is Optimised For Search Engines

You have the option of writing plain text or creating content that is tailored to engage the reader. The latter of the two is the most advantageous.

If you want to get the most out of your ad text, you need to accomplish the following:

  • Create a headline that will get people’s attention.
  • Use as many characters as possible to make your point.
  • Make sure your site link is clearly visible at the bottom of the page.
  • Visitors will be encouraged by a powerful call-to-action and an appropriate button.
  • Use keywords that are relevant to your audience’s needs to help your content stand out.
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8. Adding Negative Keywords Is A Great Way To Improve Your Search Engine Rankings

Many people will type in search keywords that are somewhat relevant to what you’re selling, and they may wind up clicking on your ad as a result of this. You’re paying for clicks from folks who aren’t likely to make a purchase, thus you’re wasting your money.

To avoid wasting your time on leads that aren’t worth your time, identify these search phrases and add them to your campaigns as negative keywords. 

As time passes, you’ll see an increase in the percentage of your visitors that is both eligible and likely to perform.

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9. Check Your Landing Page’s Relevance to Your Campaign Strategy and Goals Before Creating it

Your ad is only a small element of the customer’s overall experience. In the next step, your leads will be taken to a landing page that, ideally, is in sync with your ad. Additionally, the landing page should be related to your goals and marketing plan.

Here’s a quick guide on PPC landing page optimization best practices:

  • It has a nice look to it.
  • The ad’s keywords appear here as well.
  • Your call-to-action (CTA) is obvious.
  • Mobile users will appreciate how quickly and easily they can navigate around the site thanks to its responsive design.
  • In order to build trust, your company’s contact details and logo must be clearly displayed.
  • Titles, meta descriptions, and the body of your page’s content all include the same targeted keywords.
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10. Inspect Your Preferences Frequently

Those aren’t just for show, either. Setup your campaigns and ad groups, then check your settings to be sure they’re all set up correctly.

  • If you don’t pick the proper place and language, your money will be wasted quickly! 
  • If your results change depending on the device, create separate ads for each one. 
  • Decide on the amount of money you’ll spend on each campaign.

Staying Active Is The Best Way To Maintain Your Leadership Position.

Even though it isn’t exactly a well-kept secret, many individuals in the PPC advertising industry aren’t using it. It is imperative that you have a consistent and disciplined approach to Google Ads if you desire success.


Don’t leave anything unchecked. Every aspect of your campaign must be put up and monitored so that it can be evaluated and improved upon. This is the essence of PPC best practices.

How Digital Marketing Makes Use Of The Intent Of The User

Everything that people type into search engines has a purpose — they’re looking for answers to issues, information about services, or they’re looking to buy something.

To get the most relevant results, Google uses artificial intelligence to go through billions of pages of data to get the most relevant results first.

It’s imperative that your business and its offerings be better known online if you want to see an increase in the number of individuals who find out about it.

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When you know exactly what your ideal consumer wants, you can create web pages, content, and advertisements that are all tailored to their demands.

Search Engine Marketing (SEM) and the Intention of the User 

Managing user intent and SEM is a delicate balancing act. A lot of money may be wasted in the pursuit of expertise, though.

Google AdWords campaigns for bookshop owners are common. You’ve included the term “books” as a marketing keyword.

Although this is plainly relevant, it is so wide that only a small percentage of the millions of people who search for “books” each day are actually interested in purchasing books. As a result, you’ll get a lot of clicks but just a small number of conversions.

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Because Google has a specific site that sells free books, you’d encounter another issue in this particular situation. A bad idea is to try to take on the main search engine with one’s own search engine.

Consider the reasons why people are searching for a particular subject. You must consider the various stages of the user journey when dealing in SEM in order to ensure that your marketing funnel aligns with each phase of user intent.

The intent of the Searcher in SEO 

SEO gives marketers greater leeway to experiment, but you still need to be careful with the terms you use. You must employ the same keywords that people are typing into search engines to optimise your content.

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As a result, your bounce rate will skyrocket since many of your visitors will be searching for something else when they arrive at your site.

You can uncover high-value keywords by doing extensive keyword research with user intent in mind.

  • Have a reasonable amount of traffic each month
  • Aren’t your competitors already making use of them?
  • Maintain a low cost-per-click
  • The best way to drive visitors to your site is to employ these keywords in your content and your advertising campaigns.

The Intention Of The Viewer In A Video

The popularity of video marketing has skyrocketed in recent years, and it is expected to account for as much as 80% of all internet traffic by the year 2020. That’s a new twist, but the old SEO and keyword approaches still apply.

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Using keywords and subjects that people are searching for, marketers may develop original video content that provides fresh answers and information.

You may increase the number of people who see your video by using your keyword in the title, description, and closed captions, all of which are search keywords in themselves.

Infographics: Understanding What the User Is Looking for

In the same way that video content is growing popular, so is infographics. An infographic’s social media reach is three times more than that of a text article.

Is there any way to employ terms and user intent if it’s simply a picture, though?

  • To help Google understand what your infographic is about, give it a descriptive filename. So, no “pic1” filenames for you. Get to the point. It is preferable to use a a.png filename extension for the title of the content.
  • The markup for headings in documents the infographic can be viewed by Google if it has H1 tags placed above it.
  • The meta description should include the keywords and relevant phrases. As a result, you’ll see an uptick in traffic to your site a result on the search engine results pages.
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While Google Is Helpful, You Must Also Do Your Part

Even while Google is a highly advanced computer, it still has a long way to go in understanding the intent of its users. Because it’s still changing, we need to be cautious while choosing our keyword phrases.

To get the most out of wide match type keywords, we need to consider the user’s intent. There are a lot of individuals searching for these terms, so can our content benefit them?

Modern marketing relies heavily on user intent, and it might take some effort to get it just right. Think like your ideal consumer and consider their issues and how they are looking for answers by putting yourself in their shoes. 

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It won’t take long until this strategy puts you in touch with folks who are truly curious about what your company has to offer.

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