Are You a PPC Expert? Then You Should be Using These Advanced PPC Tactics

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So you consider yourself a PPC Expert? While most search engine marketing professionals know the basics of creating an AdWords account and running PPC campaigns, only the most experienced can really tweak the system to provide outstanding results. Try some of these advanced PPC tactics to take your campaign to the next level:

Apply On-Page SEO Best Practices to The Landing Page Where You Drive Your PPC Traffic

The ultimate goal is to achieve the highest possible AdWords Quality Score, as it is extremely important to an ad campaign. Although it officially exists to ensure that users are only served ads that are relevant to their search queries, it also plays a role in your ad’s position in the search engine results pages (SERPs) and in determining the costs your campaign is charged for keyword clicks. The higher your ad’s Quality Score, the more visible your ad, and the farther your budget will reach. Most marketers concentrate on improving the quality score on the keyword and ad group level through matching the messaging from Keyword to Ad to Landing Page Content.

The most successful PPC professionals also look at the on-page SEO elements of that target landing page. Optimizing the landing page using the same keywords used in the ad and the ad group will help AdWords recognize the relevancy of your page, improving your Quality Score.

PPC, digital marketing, SEM

Image Credit: Used under license.

Focus on High Value Keywords

Most AdWords groups use multiple keywords, sometimes hundreds of them. If you have a really high-level keyword, though, dedicate an entire group to it. No long-tail keywords, no similar keywords, just that one individual term. This tactic allows you to perfectly align the ad copy to the keyword, which will help improve your ad’s performance. Furthermore, dedicating an ad group to that keyword allows you to monitor its performance from the ad group level, giving you a deeper insight into that term’s success.

Standardize AdWords Account Names

This suggestion might sound strange, but creating and sticking to a predetermined account structure and naming convention will help your campaigns run more smoothly from beginning to end. Many marketers don’t give a second thought to naming their campaigns and ad groups, and give them arbitrary, generic titles like “Spring Campaign 1”.

Which spring? How many ad groups are under this campaign? What are these ad groups being called? Not only will a specific naming convention help keep you organized when you work within AdWords, but it will allow you to run short and long-term reports easily and to have better oversight into your performance.

When naming your ad groups, it is important to be as detailed as possible. Name all of your campaigns and ad groups in the campaign in the same manner, and you’ll never get two groups mixed up again.

Align Retargeting Frequency to Buying Cycle

While retargeting is a basic PPC tactic that all SEM professionals should know and utilize, there are strategic moves that can maximize the method’s effectiveness. It is important to serve ads to visitors that failed to convert on their first visits. However, if you bombard them too often with ads, you risk alienating them, causing them to mute your ads or shun your company.

Therefore, it is important to think strategically about the frequency and timing of your ads. Match them up to where they are in the buying cycle of your product. For example, a shoe company can run a retargeting ad that features a winter boot successfully in the colder months, but it doesn’t make a lot of sense to continue running that ad in July – no one is even thinking about wearing or buying snow boots in the winter.

Additionally, think not only about buying seasons, but the overall buying cycle when planning retargeting. For example, B2B software tends to have a longer buying cycle – you can run more retargeting ads throughout a year-long period than a shoe salesman could, since the buying cycle for shoes is much shorter.

Use Separate Retargeting Cookies for Specific Pages

The main goal of any retargeting campaign is to serve relevant ads that will entice a former visitor to come back to your site and take a desired action. One of the most challenging parts of accomplishing this goal is determining how to make a truly relevant ad for that user. One smart solution: Place unique retargeting cookies on each specific product or service page on your site. That way, you will know exactly what element of your company was interesting to that user, and can write and serve the most relevant ads with the highest chances of converting that user. After all, someone who is looking at snow boots has a much different need than someone looking at cross-trainers on the same site. Different cookies allow marketers to segment their audience, and work within each segment for more precise, targeted results.

While each of these tactics could merit its own in-depth explanation, this overview just highlights a few ways that digital marketers can fine-tune their efforts to create more quality PPC results. All it takes is strategy, planning, and timely execution, and the ROI of your paid advertising can dramatically increase. Good luck!

Featured Image Credit: Used under License.

Alexander Kesler
With over 15 years of experience building companies, Alexander Kesler is an experienced entrepreneur with hands-on traditional and digital marketing experience. He is currently the President of inSegment, a Boston-based full-service digital marketing agency.
Alexander Kesler
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  • Kole McRae

    Why use separate retargetting cookies with individual pages? You can simply remarket to those pages through rules. eg. people visited the buy page but left before the thank you page or people who visited your t-shirt page. Creating separate cookies would accomplish the same goal but be double the work and harder to organize.

    • Alexander Kesler

      Thank you for the comment and you are absolutely correct, if you are using Google’s remarketing code you can and should do exactly as you said. However, we use 3rd party independent retargeting companies that allow us to serve ads on Google’s network and beyond, and with most of these systems, we have to have separate cookie pools for correct targeting.

  • Poulami Ghosh

    Great points.It will surely help to draw traffic if the points are followed properly.It is really important that the keyword should be noticed.Thanks for your sharing.

  • Ravi Chauhan

    I’m not PPC expert, but i want to become PPC expert. Last 3 months I’m using PPC on my website and get average result. After reading your blog i have learn landing page is most important for PPC campaign because its give us quality score. So thanks for sharing this useful information with us!

  • Justin McGill @ Workado

    Great insights…never thought about the naming/account structure, but can certainly see where that would be helpful!

  • Travis

    You nailed it. Getting the best ad score is crucial yet so many people don’t pay enough attention to it. I also love re-targeting as it generally offers a lower cost per click and it is laser targeted.

    • Alexander Kesler

      Agreed. The important element in a correct retargeting setup is frequency, which is often forgotten. Otherwise, it is one of the most effective spend categories.

  • tnss

    Its nice post,,always we have ad score is very important,,,its nice tip using high level keywords to generate leads for your product,,,Thanks for Sharing…:)

  • Vineeth


    You should have written about negative keywords as well, because they prevent the ads from showing on keyword terms that are not related to the conversion.You can simply identify it by running keywords and it will help you to find ones that are not related to campaigns and ad them as negatives. Even then some of the big e-commerce like companies are not using it wisely and just wasting their money.

    Anyway keep writing ūüôā

    • Alexander Kesler

      Thanks for your comment. Negative keywords are hardly an advanced tactic, but I agree with you that there are many companies not using negative keyword capabilities properly. There are lots more capabilities like that to discuss – day parting, A/B testing, match types, etc. Stay tuned!

  • Ron

    Is the structure of your Adwords account sufficient to being easily managed, optimized, and achieve a positive ROI? If not, here’s a tip on how to do that: Split the types of advertising into different campaigns. Have one for search, one for banners, one for search remarketing, one for display remarketing, etc. This easily helps you see which kinds of ads perform well for your business. Remarketing gets mad props but it doesn’t always work with all kinds of website prospects and can just run up costs. You can easily tell if banners are working in comparison to search keywords if they’re in different campaigns. So there’s your tip for the day folks – to those that are newer to Google Adwords at least.

  • Ehtesham Shaikh

    Thanks for partaking in such an amazing tips and solution Alexander Kesler,
    Using separate Retargeting / Remarketing cookies for specific pages is one of the newest thing I come across with. Would like to share this opinion with our colleagues.

  • Daniel Cuttridge

    This is a great article, I especially think it’s important to do that on-page SEO. One good tip is to focus on co-citations (the text around your keywords) because on a landing page, you may not always have a huge amount of room for a lot of text, getting the keyword density right can be difficult because of this in my experience.

    If you only have 300 words on a really basic landing page, you may only get your keyword in 3-4 times before risking keyword stuffing. So I like to make use of the surrounding text, making sure these are either relevant long-tail keywords or at least relevant enough for Google to understand the pages relevance to the keyword you’re targeting.

    Really I could do a whole article about that in itself, but for the sake of brevity it’s something you need to keep in mind especially with smaller landing pages.