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How to Improve the Performance of Your PPC Strategies

PPC advertising is arguably one of the most effective forms of digital marketing.

A pay-per-click program, or PPC program, allows advertisers to pay only when a user clicks on an ad. It’s a simple concept that can bring qualified traffic to your website. To succeed with PPC advertising, you must use the right keywords, develop a good strategy and efficiently optimize your account. Avoiding common PPC mistakes can help ensure your account’s success.

So, in this article, NESMA Group, your trusted pay per click agency wants to teach you all the tips and tricks you’d find useful in optimizing your PPC campaigns:

Determine Your Goal

This is the first and most crucial step when creating your PPC campaign. This will guide you on how you’ll optimize your account for the best possible outcome. Choose whether you want more impressions, clicks, a specific conversion rate, or even more conversions.

Focus Only on High-Performing Keywords

With Google AdWords, advertisers can search for keywords with the most monthly searches on Google, YouTube, and the Display Network. There are two types of keywords: broad match and phrase match. Broad match keywords are those that match with a variety of related keywords. Phrase match keywords match a specific keyword or phrase — and you pay only if someone searches for those keywords.

For example, “power tools” is a broad match keyword that would match with “gas or cordless drill,” and “gas or cordless drill” is a phrase match keyword that would match with “gas or cordless drill reviews.”

For every dollar spent, phrase match keywords will be more cost-efficient than broad match keywords. 

Optimize Keyword Bids

Your campaign will perform better if you know how much you’re willing to spend for each keyword. This is called a keyword bid. The higher your bid, the more likely your ad will show up when your keyword is searched.

For instance, if you are an advertiser trying to sell a $50 product and the average search value of your keyword is $10, you will receive a more qualified visitor and expect to receive more sales per impression.

In contrast, if your product is $2,000, you should spend less per keyword because the average search value of your keyword is only $1. The $1 keyword for a business selling $2,000 products is less likely to result in a conversion.

Start Creating a Distinctive Copy for the Ad

Copywriting is one of the most crucial aspects of a PPC ad, and it should be planned out carefully. You should know your ideal customer, their needs, what they’re looking for, and what you’re offering.

Without knowing your audience, you might find yourself trying to sell a product to the wrong person. Your ad should be designed to sell what they want and need, not what you want to sell them.

Keep in mind that your copy should be appealing to your target audience and Google’s algorithm. The quality score, which is the invisible “secret sauce” algorithm that Google uses to rank paid ads, is based on the relevancy of your ad’s keyword to the ad copy.

Create Ad-Specific Landing Pages

Landing pages (also known as conversion pages) are specific pages on your website. The purpose of a landing page is to deliver relevant information to each visitor and convince them to take a particular action on your website.

Keeping your landing page content consistent with your ad copy is essential. Each page should deliver on a specific promise mentioned in your ad. If your ad was “Get 20% off on all orders,” then your landing page should deliver on that promise by having a code box for visitors to use.

Conduct Testing of Your PPC Elements

Once your campaign is launched, you’ll need to monitor its performance by testing and optimizing your PPC elements. Test different sizes and colors of your ads, other titles, description lengths, and different landing page designs.

If you do not see the results you want, change the elements to see if you can generate different outcomes.


PPC advertising can be a potent tool for your business. With PPC sites like Google, Bing, and Yahoo, advertisers can reach large audiences at a reasonably low cost.

To get the most out of your campaigns, you must avoid common PPC mistakes. Remember, your goal is to drive qualified traffic to your landing pages. Create your landing pages with specific conversion goals in mind and make sure your ad leads potential customers to the most relevant information. You can always look for a specialized pay-per-click agency to help you with your campaigns.

NESMA Group is one of the most reliable PPC advertising companies that can help you get the results you want. Contact our team today to know how we can be of help to you!

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