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7 Search Engine Marketing Tips To Succeed With Your PPC Campaign In 2014

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One needs to understand that there is no one formula that works the best for any business. One needs to keep experimenting with various options to figure out what works the best for one’s business. There are various ways one can set-up one’s PPC campaign. However, knowing some tips to better the same can go a long way in getting extra monies for business. Let us look at a few tips to jump start the PPC campaign results.

CTCall Tracking

It is very important to know what is leading to maximum conversions, is it the online advertising or the offline marketing. One needs to check if the online is bringing in the revenue or is it the offline mode of inquiries through phone calls that the revenue is getting realized. This piece of information can be very useful in deciding the future course of action. One needs to find out which are those keywords which are leading to calls. There are various softwares available which can help one track this information. If the advertisement is leading to too many calls, then the same needs to be checked and altered taking into consideration the cost associated with handling call traffic.


We all check reviews before buying a product online. It always helps to know about the feedback given by someone who has used the product. Keeping this requirement in mind, it is always beneficial to advertise the number of reviews of the product in the advertisement. The viewer feels at ease to go for any online purchase after having gone through the reviews –good or bad. For example, we all check for reviews of a hotel before booking one for our vacation. Hence, for any hotel website advertisement, it is good to also advertise the number of reviews available for the hotel along with the website where these reviews can be read.

Competitor Monitoring

It is always beneficial to know what keywords are being used by the competitor. Knowing the keywords which are bringing in valuable traffic for your competition, can help us make better decisions. There are various tools available which can help extract this vital information. Once we know what is working well for the competitor, we can use these insights while making strategies for business growth.

Location Targeting

It is quite obvious that one would like one’s ads to be displayed to all the viewers across the world, but to our dismay, it would not make business sense to advertise in locations where the product is unavailable. Since, for any paid Ad, the payment is made on a per click basis, one should make sure that the advertisement budget is judiciously used. Maximum amount of the budget should be allocated for advertising in locations from where most of the converting traffic comes.

For example, if a local eatery in Nagpur advertises about its joint’s USP of providing home delivery at no extra cost, it should make sure that the same is advertised to maximum number of people residing in Nagpur living close to the eatery. It will be futile if customers outside of Nagpur see this advertisement as they will never be interested in using this service. Hence, if the Ad is made visible to everyone, it can lead to wastage of allocated budget.

NKNegative Keywords

One should always keep a check on which keywords are bringing in maximum traffic. More importantly, it is important to monitor if the incoming traffic is relevant and can lead to valuable conversions. Hence, one needs to ensure that the unique keywords chosen are meeting the overall objective of the advertisement. This factor needs to be considered while setting up any PPC campaign. Negative keywords, as the name suggests, are core keywords which can bring in volumes of traffic; however, they may not meet the final objective of the Ad, i.e. conversions. Hence, this can lead to wastage of advertising budget.

Say for example, if the leading telecom operator, Idea selects as a keyword, the name of its brand ambassador, “Abhishek Bachchan” for its campaign, it will definitely see lot of traffic of customers interested in the brand Abhishek Bachchan; but, this large traffic may not lead to any purchases. This is because, here “Abhishek Bachchan” becomes a negative keyword which fails to meet the objective of the campaign.

Monitor Scheduling Of The Advertisement

It goes without saying that monitoring of the campaign is as important as creating it. Based on the campaign’s performance, one has to edit the keyword settings, in order to maximize the output. Monitoring of the campaign includes scheduling of the same. That is, configuring at what frequency or intervals is the Ad visible. As per Google’s default setting, the ad is visible 24/7. This setting however, might not be the best for the business output. For example, a website dealing with movie ticket booking would see large traffic mainly during or after a new movie release. Hence, scheduling an advertisement just before a new movie release is due, will generate more viewership and hence more conversions as compared to advertising 24 /7, when there are no releases scheduled.

Get Help Managing Your PPC Activity

In today’s competitive world, getting the best results out of one’s digital marketing campaign can be difficult. It is not a bad idea to seek help by outsourcing the same to an agency which can also put its mind into the same thereby leading to generation of more ideas. If this leads to a better ROI, then the same is worth giving a serious thought.

With these tips in mind, one can look at improving ones PPC campaigns for 2014 and hope to generate better leads and hence good progress. One needs to understand that there is no one formula that works the best for any business. One needs to keep experimenting with various options to figure out what works the best for one’s business.

Image Credit: Forthea

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