PPC Optimisation Chores: Tips to Clean Up Your Ad Campaigns

Pay per click is one of the most influential online marketing models that advertisers across the world swear by.

However, simply getting a PPC account up and running doesn’t ensure success in online advertising. For a PPC campaign to succeed, it is essential that the ad campaign is optimised occasionally to adapt to the changing advertising needs and appeal to the targeted audience in an efficient way.

Highlighted below are some tips to clean up your PPC account and boost your ad performance.

Get your hands on your search query report

Search query report is one of the key tools in your PPC manager’s toolbox that can help to evaluate the performance of your ad campaign.

Know that reviewing your search query report can be the most arduous task in your PPC cleaning undertaking, especially if your run multiple campaigns together. But this step is inevitable as it allows you to examine your ad groups and campaigns for under-performing or non-performing keywords.

So, run your search query on a regular basis to ensure you are not wasting your money on irrelevant or unprofitable queries.

Get rid of keyword clutter

After looking into your search query reports, you will be able to spot keywords in your campaigns that are just increasing your impressions, lowering click-through rates as well as quality score and not bringing in value. It’s time to clear out such keywords to keep your campaign performing better.

Begin by removing keywords that aren’t performing at all. These include keywords that have received no to low impressions and can have a bad impact on your quality score.

Also eliminate keywords that acquire a few impressions in a month or two but no clicks or traffic at all.

Review each ad group to find keywords with a low-quality score. Not only are such keywords deemed irrelevant by search engines but they also eat up your budget if left unattended.

Besides, keywords with a low-quality score which are driving up impressions and lowering click-through rates can be added as negative words.

Enhance Your Quality Score

So, you managed to get a good quality score and now you let your campaign sit idle assuming that it would only yield excellent results with that amazing quality score.

This is a common mistake most advertisers make. Keep in mind that quality score is not a constant metric. It keeps changing depending on the performance of your campaign. So, if your click-through-rate decreases, your ad positions will also drop, eventually causing your quality score to drop.

To maintain a good quality score, it is crucial to review your click-through rates on a regular basis and ensure landing page relevancy over time. In the long term, you want to improve your overall campaign performance by adapting to fluctuating customer behaviours.

If it is not viable for you to optimise your campaign and manage your quality score on a regular basis on your own, it would be a good idea to hire a professional AdWords management expert. By outsourcing PPC advertising services of a professional or a firm, you can rest assured that your ad campaigns will run smoothly and drive value for every dollar you spend.

Work with Ad Extensions

This may not be a significant part of PPC clean up, but it is an imperative to improve your ad campaign performance.

If you aren’t already using ad extensions, you are definitely missing out on a lot of potential customers. Extensions are a way to provide extra information related to your offering or business with your ad, which can encourage the prospect to take desired actions directly from search results.

There are different types of extensions you can incorporate into your ads such as call extensions, callouts, dynamic sitelinks, seller ratings and more. While extensions add more appeal and functionality to your adverts, it is not guaranteed that extensions you use will show with your ads.

To boost the chances of your extensions showing up with your ads, it is important to optimise your ads for high ad positions and Ad Rank. On the basis of your Ad Rank and ad position, Google will decide if an extension or a combination of extensions can improve your ad performance by showing up with the linked ads.

Spruce up your ad copy

No matter how creative your ad copy now, it will become obsolete and irrelevant as soon as your promotions or advertising needs change.

Appealing yet pertinent copy is paramount to the effectiveness of your ads. That said, it is important to optimise your ad copy to reflect up-to-date and accurate information about the required promotion or offering. Make sure that your updated copy includes targeted keywords, unique selling proposition and CTAs to appeal to the prospect and encourage them to click your ad.

Final Word

No matter if you exploit the best industry practices or equip your tools, you could always miss out on something when optimising your PPC campaign. And that is why it is necessary to audit your PPC campaign occasionally and clean up varied aspects of the campaign to keep it running seamlessly.

Follow the aforementioned tips to clean up your PPC accounts and eliminate unwanted elements to get the most out of your efforts and money.

Tanuj is a Sydney based Digital Marketer with over 18 years of experience in eCommerce and Online Marketing. Tanuj is known for his enthusiasm in delivering innovative & competitive e-commerce solutions for his clients.