PPC Optimization to Reduce Wasted Spend: 5 Golden Strategies

  • August 29, 2022

Pay-per-click (PPC) advertising enables businesses to spread their message widely while only paying when engagement is detected. One of the best things about PPC campaign strategy is that you can see the results of your campaign immediately – as soon as you get an ad for a specific keyword, your site traffic will increase.

However, to outrank competitors and encourage searchers to click on your advertisements, you must optimize your Google Adwords PPC. Here’s how to optimize PPC campaigns and some tips on pay-per-click advertising. Let’s go!

Optimize keywords

Due to the popularity of PPC strategies in advertising, many businesses are utilizing the method to create their online presence. To stand out from the crowd and efficiently reach the proper audiences, marketers must select the ideal optimized keywords to direct customers to the right ad.

Your PPC campaign will fail if you do not optimize keywords for your target audience. So, when customers search online for what they need, your ads will not appear. Optimized keywords also increase the quality of traffic to your ads, allowing you to calculate the correct ad bid.

To accomplish this, follow the 80-20 rule and concentrate on high-performing keywords. It means concentrating on 20% of top-performing keywords that can account for 80% of your outcomes.

In addition, create a list of negative keywords. For example, if you sell accounting software, some of your negative keywords could be “excel” or “payroll” since they  aren’t suitable for your intended audience. Hence, make a separate list of such negative keywords to ensure that individuals searching for those terms do not end up on your website.

Create a high-converting landing page

Among many tips on pay-per-click advertising, having a high-converting landing page is preferred by many marketers. The goal of a great landing page’ is to boost conversion rates to achieve your marketing or business growth objectives. 

According to Shane Barker, Digital Strategist, Brand & Influencer Consultant, landing pages are becoming more common in digital marketing since they aid in making a favorable first impression on prospects. A strong landing page may assist you in identifying leads and converting them to customers.

It can be your homepage, another page within your business, or a standalone page developed for a specific campaign, promotion, or product. When designing your landing page, keep the following 5 factors in mind: A clear unique selling proposition (USP), an engaging hero shot, compelling advantages, inspirational social proof, and a strong call to action (CTA).

If the first four are rather straightforward, you should pay close attention to the CTA, which is the factor that makes your goal a reality.

A good CTA connects back to your USP and expresses clearly what a visitor will receive in exchange for clicking. Branch Furniture, for instance, provides a masterclass in their CTA. Branch creates a virtual trip for their potential consumers using CTA phrases like “Build My Office.”

screenshot of Branch Furniture website homepage
Source: Unbounce

Creating an excellent landing page is not enough for a successful PPC campaign strategy. Further more, you’ll need to find ways to increase your conversions, such as having a good sales copy, value proposition, and others.

Perform competitor analysis

Competitor analysis is the process of finding and analyzing your competitors’ strategy, strengths, and shortcomings. This is a critical component of the PPC strategies because a competitors analysis provides valuable information about your competitors that will assist you in creating competitive campaigns.

However, there are two main types of competitors: direct and indirect. Direct competitors are businesses that sell the same (or highly comparable) products to the same (or very similar) consumers as you do, such as McDonalds and Burger King.

In contrast, indirect competitors are those who sell a comparable product to you but with significant distinctions. To illustrate: Stitch Fix and Fabletics are both monthly subscription-based clothing providers that serve similar customers. However, the actual product (clothing) is not the same; one business concentrates on stylish everyday clothes, while the other only offers gym equipment.

After determining your competitors, it’s necessary to comprehend their strategies, conduct a SWOT analysis, and finally, develop an appropriate PPC strategy.

Create responsive search ads

People’s search habits are changing day by day. Google discovered that 15% of all search inquiries are new to them every day. As a result, from June 30, 2022, the only search ad type that Google standard search campaigns create and edit will be responsive search advertising (RSA).

RSAs are text ads that allow Google Ads PPC marketers to build various headlines and descriptions that are assessed over time by Google’s machine learning and transformed into relevant ads tailored to the end-search user’s query.

You may generate various headlines and descriptions for your ads with responsive search ads. Then, depending on the searched keyword, device, and online activity, Google will display users with the optimum combination of headlines and descriptions.

In other words, RSAs are one of the Google Ads tips that increase the chances that the proper message will reach the right people.

Consider remarketing

Last but not least, think about remarketing as a PPC optimization tip. No matter how many strategies you’ve tried to boost your website traffic, most of your prospective clients will not convert on their first visit to your website. 

According to webfx.com, only 2% of customers convert on their first visit to a store. In other words, 98% of customers who visit your online business for the first time do not convert. That is why retargeting campaigns are essential.

Remarketing campaigns are an excellent approach to boost overall conversions for your ads. They exclusively target customers who have previously expressed an interest in the products or services you provide. So, remarketing allows you to reconnect with previous users and persuade them to return to your website to accomplish the conversion goal.

Also, remarketing allows you to develop highly focused advertising to target those who have visited your website and what they were looking for. Converting them is easier because they are familiar with your brand.

In addition, you may use remarketing to segment your audience and produce different ads based on the pages your visitors have visited.


PPC campaign optimization is crucial to increase the effectiveness of your ads. PPC marketing is an excellent approach to increase your company’s revenue, but you should always refine your campaigns. Otherwise, your efforts would most likely be in vain.

If you still find it hard to create a PPC campaign advertising for your business, our Pay Per Click (PPC) Management can help you out.  Reach out to us to see how we can help.

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