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

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PPC (Pay-Per-Click) Campaigns are the driving force behind search engine marketing efforts.

When someone clicks your Ad, you pay for it. The concept is clear. However, every digital marketer faces a dilemma of using different campaigns to for maximizing results. This calls for combination of few of the best practices in this business.

Seven tips to spearhead a PPC campaign :-

1. RLSA And Dynamic Re-Marketing

RLSA (Re-marketing list search ads) is relatively a new development by Google launched last year. It allows marketers to create a list of users who have visited their website but haven’t converted into actual sales. RLSAs allows us to customize keywords and ad texts for the same customers.

A lot of potential customers browse the web and just add items in their cart without buying or consider it for later purchase. For example, e-retail websites such as flipkart, mantra, amazon, snapdeal etc. witness thousands of users who don’t buy.

Dynamic re-marketing, however on the other hand show previous visitor a specific product which has been viewed in the past for the purpose of completing the purchase.

2. Ad Extensions

Ad Extensions play an important role in display of information about the business. Information such as Street Name, Contact number, location, customer ratings can be displayed right after the Ad for a better visibility.

5 Ad Extensions which can be used are –

  • Call Extensions
  • Location Extensions
  • Social Extensions
  • Customer rating Extensions
  • Sitelink Extensions


3. Reviews

Keeping the user experience transparent and open for all of its viewers gives a clear picture about the product or the service offered by a company. What better way to market your business than showing your previous wins from the delighted customers.


Reviews tend to provide higher CTR due to trust factor. Hence, it is a must for a PPC campaign.

4. Call Tracking

If a company wants to know which part of its online marketing spend is driving sales and revenue, it can use Call Tracking. It is an effective way to find out which keyword searches are most effective. Every keyword has a unique number and when a customer calls, unique number reports the source keyword.

Several vendors are available to offer phone tracking technology to find out these driving points.

5. Negative Keywords

Extra PPC cost due to keywords which are irrelevant to your business is uncalled for. Thanks to the options available we can prevent this using Negative Keywords list wherein we can exclude the keywords for which we don’t want our Ads to show up.

We simply eliminate the unrelated search queries. Google’s Adword account provides an option to create Negative keyword list at the Ad Group as well as at the Campaign level. This is highly recommended.

6. Geo Targeting

Targeting customers in a specific area makes sense to maximize your ROI. It helps a marketer to focus on potential customers in a particular area. For example, a fast food joint owner wouldn’t want his advertisements to show up in areas where he doesn’t serve.

What can be targeted?

  • Country
  • Zip Code
  • Radius (Target customers in a few kilometer radius )
  • Region

7. Ad Scheduling

Not running your business on weekends? Then, why waste money on Ads during off hours. Scheduling Ads during peak times drive maximum sales and it allows businesses run Ads only during effective business hours.

Ad display can be further narrowed down to particular time period on a certain day, making effective utilization of peak hours.

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  • There are 4 comments

    • 5 years ago

      Indrajit Goswami   /   Reply

      Good post with impressive content. Liked reading. Please let me know if there is any positive impact with negative key words?

      • 5 years ago

        Vikalp Bharti   /   Reply

        I am glad you liked it. Negative keywords do have the positive impact, in fact whatever I have tried to mention comes from the popularity it has gained for filtering out the unwanted traffic to your site.

        Benefits –
        1. Reduces the amount you spend for the ads (By filtering the unwanted keywords)
        2. Only the interested audience seeks your service or the product.

        Example – An optometrist selling ‘glasses’, would prevent to show the ad to an audience looking for ‘drinking glasses’.

    • 5 years ago

      Karun Takkar   /   Reply

      Nice Presentation Boss…..especially the snapshots are helpful

      • 5 years ago

        Vikalp Bharti   /   Reply

        Thank you Karun.

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