Five More Tips

In our last blog we started you off with 5 ways you can improve and optimise your PPC Ad Campaigns, that you could put into place right away to start seeing results. Now that you’ve had time to play with them and see if they work for you and what a difference they make, we wanted to share our next 5 PPC tips with you. So without further ado, let’s dive in!


Adjust Your Bids

Just because you’ve set your bid up and it’s running, doesn’t mean you can’t make changes. In fact, if you want your ads to succeed, we highly recommend changing things, tinkering and seeing what works. One of the ways you can do this is through bid adjustments. Bid Adjustments are designed to allow you to change the frequency of how your ads are shown based on things like location, time and methods people use to conduct searches. With a bit of industry knowledge, you can adjust the amount you bid for an ad to be shown based on these factors. For example, if you know your audience mainly search on mobile between 8am and 10am, then you can increase your bid for searches conducted on a mobile device at that time. By constantly tweaking and adjusting your bids, you can see much better results.


Optimised Your Bids

Optimising your bids (and therefore your ad positioning) is a constant task – not something you can just do once and then forget about. It’s something you should be working towards throughout your entire PPC campaign, while keeping tabs on your performance and analytics to make every penny go further. There are 2 ways you can optimise your bids:

  • Manual: This is the most basic method, and requires you to go in and manually make changes. Here you can either add or subtract simple bids based on ‘if’ or ‘then’ logic (Boolean logic) to reach a specific number of clicks, conversions or retargeting objectives. If you’re working with a small number of keywords this is manageable, but it becomes more tedious with every new keyword you add.
  • Algorithmic: This is a more advanced method, and combines the manual elements with an element of automation. It’s a much simpler way to work, and definitely preferred by many, since it allows Google to use their data and algorithms to give you the best results. It takes all the basic factors you would use in manual optimisation, takes some in-depth factors like budgets, constraints and long/short term goals into account and optimises your bids for you.



Single Keyword Ad Groups

This one pretty much is what it says on the tin – it’s an ad group with just a single keyword in it. The chances are you already have a good circle of keywords in your groups (Google recommends you have 10-20 keywords), so the challenge is actually creating a good ad for each one. If you’re struggling to do this, then your Quality Score will suffer. But with a single keyword ad group, you only have one term that can trigger an add – so you don’t need to work extra hard creating ambiguous and confusing ads that try to apply to lots of keywords at once. Keep it simple and succinct, and your ad performance and your Quality Score will improve.


Use DKI To Improve Click Through Rate

DKI stands for Dynamic Keyword Insertion, and it’s a brilliant way to improve the click-through rate of your PPC campaigns. In essence, it allows you to match the copy in your ads to a specific search term automatically,  rather than creating multiple ads for each term. To give you an idea of how DKI works, we should look at an example:

Say you have a range of keywords in your ad group, including leather coat, winter coat, black coat, purple coat, wool coat. In your ad copy, your DKI code would be: Buy>{Keyword:Coat}. If a user was to type in ‘black leather coat’, that little line of code will be replaced with the term they types in – so your ad now appears as ‘Buy Leather Coat’. So now, your ad is much closer to the query typed in, and much more likely to generate results. Just make sure your keywords are specific and spelt correctly!


Use Ad Extensions

Ad Extensions are all about giving the end user more information and more reasons to choose your business over the competition. Some typical extensions would include things like a phone number, address, links to specific landing pages or articles. These extensions give your ads more visibility on the results page, which means more value. They are mainly used as a way to increase click-through rate, and if used properly can boost you up several percentage points – all of which means more business for you.  You can set these up yourself, but Google Ads may sometimes show them automatically as well, if they think your performance will benefit from them.


So there you have it – our full series on how to fully optimise and kick-start your Google Ads performance. Hopefully by now you have a few ideas you can go away and try, and you’ll see a boost in your performance as a result. If you aren’t sure how to put any of our tips into practice in your own PPC campaigns, don’t worry – we’re happy to help. Just get in touch with one of the team at Ad-Extra today, and we’ll happily talk you through it, or even help you manage your campaigns going forward. And if you have any suggestions for topics you would like to hear about in our next series, please leave them in the comments below!