How To Fix Under-Performing PPC Campaigns

Whether it’s on Google Ads or Microsoft Advertising, a well-executed PPC campaign can attract new clients and entice repeat business.

It might be time to re-evaluate your PPC performance if you’ve been running paid search campaigns for a while and still feel like your results aren’t getting better.

To improve your paid search performance and maximize your efforts, let’s go over these PPC tips.

How To Boost PPC Performance?

You must concentrate on generating the most effective conversions by optimizing your campaigns across a variety of dimensions if you want to succeed in paid search.

There are many PPC strategies you can use to improve performance. Common go-to methods for enhancing your Google Ads campaigns can range from basic adjustments like turning off add suggestions by testing various audience segments to fully automated bidding techniques.

Elements of a Good PPC Campaign

Profitability is ultimately what determines the success of PPC campaigns. High-quality impressions will be generated by a strong campaign, which will also help your business expand.

On the other hand, a campaign that is unsuccessful will frequently perform poorly and, regardless of how much time you invest in optimizing it, it will never be profitable.

Knowing when and how to optimize is essential for a successful PPC campaign.

Can PPC Affect SEO?

Beginners of PPC frequently believe that it has no direct impact on SEO rankings.

However, paid advertisements actually don’t directly affect organic search rankings. After all, Google wants to give searchers organic listings that are most pertinent to their queries rather than those from companies with the highest ad budgets.

In order to improve your company and reap advantages like increased SERP real estate and consistent branding experiences, SEO and PPC can seamlessly collaborate.

In the end, combining PPC and SEO may give you the best chance to increase website traffic quickly and improve your online presence for long-term success.

PPC Tips to Improve Performance

You must invest a lot of time and money in monitoring and tracking performance, as well as creating and testing various strategies, in order to run effective PPC campaigns.

However, due to changes in the market, consumer behavior, your rivals, and even the ad platform itself, even your most effective campaigns may experience unanticipated underperformance.

Here are some tried-and-true PPC suggestions you can put into practice right away to enhance the effectiveness of your campaign.

Determine Goals

Early goal definition is essential to any successful PPC campaign. Increased sales leads, increased revenue, or increased awareness may be your objectives.

However, keep in mind that whatever your objectives are, they must be specific, quantifiable, attainable, realistic, and grounded in a time frame (SMART). Key performance indicators (KPIs) related to these goals, such as your CPA (cost per acquisition) or conversion rate, will then be used to decide crucial campaign components like your ad spend and copy.

Use Geotargeting


Local PPC, also known as geo-targeting, is a tactic used to concentrate an audience in one place. You can create customized campaigns that deliver your message to prospects based on their geographic location by using geo-targeting best practices in Google Ads.

Performance optimization can benefit greatly from local PPC. It enables you to produce ad copy that takes into account location-specific factors, like particular keywords or terms that are only known by locals. Your audience will respond more favorably to this, and they’ll be more likely to participate.

Therefore, your chances of increasing your click-through rate (CTR) and attracting more qualified prospects increase the more your ad appeals to your users.

Embrace Automation

Geo-targeting, also referred to as local PPC, is a strategy for concentrating an audience in one location. By using geo-targeting best practices in Google Ads, you can design targeted campaigns that deliver your message to prospects based on their geographic location.

Local PPC can be very helpful for performance optimization. You can create ad copy that considers location-specific factors, such as specific local keywords or terms. This will get a better response from your audience, and they’ll be more likely to take part.

As a result, the more your advertisement appeals to your users the higher your chances are of raising your click-through rate (CTR) and luring in more qualified candidates.

Don’t Forget Ad Creatives

Your ad creative can make or break your PPC campaign, and figuring out how to write ad copy that appeals to your audience can be challenging.

A good place to start when trying to improve the performance of your PPC campaigns is by remembering that your ad copy should strive to:

  • Target Users’ Problem
  • Use an emotional trigger (happiness, exclusivity, gratification)
  • Highlight how your product benefits customers (rather than focusing on features)
  • Create a sense of urgency
  • Finish With a Strong CTA

Set reminders to regularly check in on your ad creative while you’re creating your copy. An efficient way to make sure your campaigns continue to motivate your target audience is to rethink your ad creative.

Concentrate on Market Segmentation

Redefining your audience is another effective way to improve a paid campaign’s performance.

Targeting the right customers with the appropriate product or offer is essential for effective marketing because your audience is one of its key pillars.

The likelihood that potential customers will click through on your ad and take action can be greatly increased by audience segmentation, which delves into the specifics of your audience.

The segmentation of marketing audiences is based on demographic, psychographic, behavioral, and geographic characteristics. You have a wide range of options with Google Ads and Microsoft Advertising, including the ability to only target users from the most pertinent audiences to your company or to simply observe how various audiences interact with your advertisement.

Use Remarketing

Ads are placed in front of users who are already familiar with your website or app as part of a successful remarketing campaign to entice them to return and try again.

By enticing customers with content that encourages them to re-evaluate your offer and see it as the best option for them, marketing can help to nurture the buyer journey.

However, you must arouse users’ concern in order to see results. Through comparison landing pages, you can present your use cases, advantages, and features as well as assist potential customers in evaluating you against the competition.

Bottom Line

A carefully considered paid search campaign can advance your company. However, if you’ve used these PPC strategies and optimized your campaigns but haven’t noticed a change in your performance, it might be worthwhile to hire an expert to conduct an audit.

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