High-Performing Campaigns

5 PPC Strategies For High-Performing Campaigns

Pay-per-click (PPC) advertising campaigns have proven their significance over the years, especially in revenue generation. They enable real-time management of your advertising budget, targeting, and marketing content. In addition, businesses of all sizes can optimize their advertising performance and boost their return rates.

In the world of online marketing, PPC allows for the accomplishment of a variety of goals. The most common ones usually revolve around increasing visibility, driving traffic to the website, recognizing new leads, and increasing conversions. Ultimately, all of these objectives culminate in ensuring the growth of your business.

Before delving into the strategies for high-performance PPC campaigns, let’s define what PPC is and identify the characteristics of a successful campaign.

What Is PPC Advertising?

PPC is a digital advertising framework in which companies pay each time a user clicks on one of their advertisements. Before, advertisers must pay more to guarantee that their ads are displayed more noticeably and frequently than their competitors. Now, they have to undergo the Ad Auction — an automated process that Google and other search engines use to assess the suitability and significance of ad campaigns on their results page.

The Ad Auction enables the advertisers to bid on the terms or words — known as keywords — that they wish to target or display with their advertisements. However, they often only bid on keywords pertinent to their businesses to guarantee a positive return on investment (ROI).

Here are some of the most common bidding strategies on Google Ads:

  • Cost-per-click (CPC) bidding: You pay Google for each click on your advertisement. These bidding campaigns allow you to set a maximum cost-per-click bid or the highest amount you are willing to pay for a click on your advertisement.
  • Cost-per-acquisition (CPA) bidding: You pay Google each time a user clicks on your advertisement, but the cost you pay is instantly streamlined based on how much it charges you to acquire a consumer. This also applies to other conversion actions from your webpage.
  • Cost-per-thousand viewable impressions (vCPM) bidding: You pay Google every 1,000 times your advertisement is displayed to users. You also decide how much you want to pay for viewable ads, whether or not they are clicked.
  • Cost-per-view (CPV) bidding: You pay Google each time your YouTube video advertisement is viewed, clicked, or interacted with. A view is recorded when a viewer sees 30 seconds of the video advertisement (or the timeframe if it is shorter than 30 seconds) or interacts with the ad.

One of the most relevant concerns in pay-per-click advertising is that not all PPC campaigns produce the desired outcomes, resulting in a lower click-through rate (CTR) and ad quality score. These consequences would eventually lead to poor ROI.

To avoid this issue, it’s crucial to understand the characteristics of a successful PPC campaign.

What Makes A Successful PPC Campaign?

Profitability is usually the main determinant of a PPC campaign’s success. A good campaign will generate views, convert clicks, and contribute to the expansion of your business, whereas a poorly-executed one will frequently miss the mark and fail to make a profit.

The following are some of the most important components that every successful PPC campaign should have:

Campaign Structure

A campaign structure comprises all the elements every advertisement requires to operate. These elements include the campaign, ad set, and keywords. Knowing how they interact will allow your promotions to run as desired and reach the intended audience.

Ad Formats

Ad formats are the graphical modifiers that increase the visibility of your company’s information. The most commonly used types of ad formats are ad assets, which include location resources (attach your business address) and site links (additional links to other relevant content).

Ad Extensions

Ad extensions are additional information that you can display along with ads. For example, they could include links to website sections, a call button, and product pricing details, among other things. Moreover, ad extensions positively affect rankings, enabling Google to provide various ad formats.

Conversion Tracking

Conversion tracking is a free online tool that enables you to understand how customers interact with your advertisements and perform the desired actions. Typically, these exchanges include making a purchase, contacting you with questions, subscribing to your newsletter, and installing your application.

Data Analytics

Data analytics in advertising entails utilizing data recorded by webpages, media platforms, and other third-party information sources to evaluate campaign performance. The analysis also helps in identifying new advertising strategies and opportunities.

Actionable Strategies for High-Performing PPC Campaigns

PPC advertising can produce immediate results; therefore, launching campaigns that perform well from the outset is crucial. However, once you are familiar with the fundamentals, you can better comprehend what it takes to create effective PPC campaigns.

Here are five actionable strategies that will help you in developing new high-performing campaigns and optimizing existing ones:

Incorporate Automation Whenever Possible

Although manual strategies were once the most effective method to enhance an account, Google’s techniques and algorithms are steadily developing to completely automate advertisers’ manual tasks with bidding, ad copy, and targeting.

For example, the most recent Google Performance Max (Pmax) campaigns, launched in 2021, aim to provide performance advertisers with access to all their Google Ads inventory through a single campaign. They also use automation to boost quality performance across Google’s networks, such as Search, Gmail, and YouTube.

One smart strategy for high-performing campaigns is to take advantage of the Google PMax campaigns, as your company’s specific objectives influence them. Moreover, automation uses all accessible information to construct and deliver ads most relevant to your goals.

When properly integrated with operations research, feasible targets, and convincing products, automated strategies are the best option.

Keep Track of Conversions Versus Sales

Knowing which keywords, viewers, or settings generate revenue is crucial for increasing conversion volumes and returns. If you don’t do this, you might miss out on where to concentrate your efforts. Google ValueTrack parameters are a simple way to accomplish this.

The ValueTrack parameters are often used to maintain records of the source of an ad click. By including these specifications in your advertisements and campaigns, you can determine whether or not people who clicked on your ads used laptops or mobile phones, where they were when they clicked, and more.

Keeping track of these details can help you better understand where you should attribute your marketing strategy. This will allow you to be more strategic in bidding on keywords, viewers, or settings. Furthermore, you can reduce your spending plan for locations and advertisements that contribute little to revenue. You can also increase your budget for areas that are huge contributors.

Check Your Keywords’ Search Intents

It is typical for ineffective keywords to hinder the performance of PPC campaigns. To combat this, it is essential for your business to regularly examine its targeted keywords, identify those negatively affecting your campaign, and remove or replace them. Low impressions, clicks, and conversions are the three most typical indicators of ineffective keywords.

Typically, you will encounter keywords containing a combination of these signs. For example, you may have a keyword that receives clicks but no conversions and a keyword that receives many impressions but no clicks. Check the search intent of these keywords before deciding to remove them to see if you can still optimize your campaign by targeting them.

Utilize Micro PPC Conversions

The more specific and accurate your PPC campaigns are, the more control you will have over their results. One way to accomplish this is by breaking down more significant macro conversions into smaller micro ones to identify problem areas quickly. Micro-conversion analysis is also effective for determining which aspect of your PPC campaign is slowing down conversions.

Here are a few examples of common micro-conversions:

  • Time on site: How much time do your visitors spend on your website? If it’s brief, the issue is not with the design of your landing page but with your ad campaign or targeting options.
  • Scroll depth: How far down your landing page are your visitors scrolling? If they do not reach the end, consider a shorter landing page with your CTA above the fold. Contrarily, if they are scrolling quite far down, it may be a good idea to include extra offer details at the bottom.
  • Button click: Are your buttons complementing each other? Experimenting with various CTA button colors and text is essential for increasing conversion rates.
  • Form field completion: Are users still waiting to finish your forms? You can try out different formats and include a landing page with multiple steps and more input fields.

Streamline Your Account Structure

Establishing a set routine for monitoring and updating your account structure is beneficial to improve your PPC results. Moreover, it would be best to concentrate on campaign and ad group organization by utilizing Google Analytics and other related platforms. If you need to divide an extensive campaign into several smaller ones, ensure that everything is consistent and aligned.


Optimizing PPC campaigns is only one step for the growth of your business, but it is a step that can make a difference! We presented five strategies for high-performing PPC campaigns, but they are easily actionable and can be implemented immediately.

Let us know how these strategies work for you! You can also contact us today for your online advertising needs.