You have brainstormed, conceptualised, strategised, and implemented a Pay-Per-Click (PPC) campaign for your client, and it’s time to check on its progress. If the outcomes are less impressive than you would like, it’s bad for your client – and by extension terrible for your digital marketing agency. 

As digital marketers ourselves, we understand that PPC advertising is a complicated discipline that is easy to get wrong. You can devote 100% of your efforts and resources to your clients’ campaigns and still experience lacklustre results. 

When faced with such a situation (and frustration), you will need to fix things and fast. But how? Here are some tips.

Increase The Quality Score.

An essential element of paid search advertising platforms like Google Ads is the quality score. As the quality score increases, the costs per lead decrease, making it necessary to focus on improving your client’s PPC campaign quality score. 

Keyword quality, ad relevance/click-through rate, and landing page relevance all play a role in determining the score. 

Keep Negative Keywords In Mind

Negative keywords can bridge budget leakage and improve campaign outcomes when the campaign is underperforming or failing. It acts as a gatekeeper by preventing your clients’ ads from being triggered by irrelevant search queries. 

It will also push the ads down to a much lower position resulting in a drastic fall in click-through rate. These ads will, therefore, yield stronger impressions on a lower click-through rate. The negative keywords will drive targeted and qualified traffic, resulting in better conversions and a better quality score. 

Make Sure Ads And Search Terms Are Relevant

If certain ad groups are underperforming, you should focus on the significance between the ads and search terms. When there is no relevance between the ads and search terms, it will show up for irrelevant search queries, lowering the click-through rate and wasting ad spend. Fixing this problem will improve the relevance, quality score and conversion rate.

Perform A Competitor Analysis

Competitor analysis is an indispensable facet of a PPC campaign that offers a wealth of information about your competitors. Not only does it allow you to upgrade your PPC Campaigns, but it can also increase your clients’ conversions. 

When conducting a comprehensive competitor analysis, you should be aware of who they are, their core offering, their strengths and weaknesses, their strategies and the kind of threat they are posing to your clients.

Following these above tips can seem tricky, and if you do not feel you have the time or energy to execute it yourself, remember that you can always outsource the work to a PPC specialist. 

Related tag: PPC Reseller