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29 января  2021 г. 20:45

A Short Guide to Getting the Most Out of Your Google Adwords PPC Strategy

PPC advertising plays a crucial role in digital marketing. There are specific strategies that advertisers can employ to maximize their ROI from pay-per-click advertising. Time and time again, it has proved to be an incredibly effective method of driving target customers to websites, blogs, or sales pages. Marketers can choose the best PPC advertising platform among Google Ads, Facebook Ads, and Bing Ads for their business. Nevertheless, the majority of digital marketers favor Google Ads over other alternatives for their PPC strategy as it shows up their ads on Google search results pages. This blog will discuss everything starting from PPC advertising benefits to the must-haves for PPC campaigns, elements you should include in your ads, and ways to optimize your Google ads PPC strategy.

So, without wasting any time, let’s dig in!


Even though PPC advertising will cost you some money, it does come with its fair share of exceptional benefits:

  1. Speed and Convenience

Setting up your PPC ad campaigns is really easy and quick. Advertisers can effectively utilize their PPC ads to target their prospective audience with accuracy and yield results almost instantly. PPC makes it possible for businesses to drive traffic or leads to their website within a couple of hours only.

  1. Flexibility

Google Adwords lets advertisers tweak their ad text, keywords, and other components any time they want to optimize their ads and maximize their effectiveness.

  1. Cost-Effectiveness

Advertisers need to pay a small fee only when users click on their ads and not simply because their ad was shown; thus comes the name “pay per click.”

  1. Budget Pliability

Google Ads doesn’t have any minimum spend requirements, and therefore, advertisers are free to choose their overall PPC campaign budget. For example, you can set your daily budget limit at $50 and a maximum cost per click at 50 cents for your ad, which again you can modify whenever you wish.

  1. Predictability

PPC campaigns make it easy for advertisers to predict their total number of visitors depending on the amount of money they spend. Here, Google’s algorithm is less of a factor. It works in a pretty straightforward manner – you can get as many visitors as you want by spending more money.

Regardless of all these fascinating advantages of PPC advertising on Google Adwords, first-timers who are trying their hands on digital marketing need to be extra careful because they may lose a great deal of money if they fail to set up their marketing campaigns appropriately.


If you are new to Google Adwords, the first thing you should do is head to Google Support or Google Ads and read all about getting started. Once you are done setting up your ads, account, and everything, the next thing you should do is use Google’s keyword research tool and build a thorough, relevant keyword list for your products or services.

Using Long-tail Keywords

You must know that the cost-per-click of your PPC ads varies, and it is determined by many factors, including your bidding strategy and keyword competition. That’s why the popular search terms such as insurance, mortgage, and loan also happen to be the most expensive keywords that can cost you multiple dollars for the top three ranking positions in the SERPs. Contrarily, long-tail keywords are search terms that aren’t used very frequently in the queries, but most users searching for them are more likely to be willing to make a purchase.


The key to the success of Google Adwords PPC strategy is well-written ads. Your ad text should spotlight the dominant benefits of your product or service in order to encourage the audience to click on your ads.

Apart from having a well-written ad copy, digital marketers should also add these components in their ads positively:

  • Your Product Pricing

People who choose to click on your ad even after seeing the price of your product or service are more likely to purchase it. In case a user feels that the price is very high, they might decide not to click on the ad, thus saving you the cost of that particular click.

  • A Clear and Compelling CTA

Certain CTA button texts like sign up, buy now, purchase now, call us today, place your order, etc., inform the users about what action they are expected to take once they click on the ad.

  • The Top Performing Keyword ideally in Your ad Title

Each time a person enters that specific keyword and the ad is triggered, the keyword term or phrase is displayed in bold within the advertisement on the Google SEPS. This will help capture the audience’s attention and draw it to your ad.

  • The URL of the particular page on the website containing the advertised product

If the user who clicks on the ad does not see the advertised product on the landing page, they will most probably exit the page thinking it is a misleading ad, or perhaps they have ended up in some wrong place.


There is no one-shoe-fits-all type of thing in digital marketing. What is working for somebody might not necessarily work for you, too, and vice versa. So, advertisers should not shy away from experimenting with multiple offers and CTA button texts and try out different ads. Google Adwords use automatic ad rotation if you have multiple ads within a single ad group, and it shows your better performing ads more frequently to optimize them. Advertisers can also discard keywords that aren’t generating sufficient clicks and replace them with new and better-performing ones. Moreover, they can also increase and decrease the maximum CPC and review its impact on their ad performance.


Submit Your Negative Keywords List

Digital marketers should also prepare a list of keywords that trigger their ads but aren’t relevant to their product or offering. Once you have the list, sign in to your Google Adwords account and go to “Keywords and Targeting.” From there, you can search for the negative keywords panel and submit your list there. This way, you can make sure that users searching for those negative keywords won’t be shown your ads since they are not relevant to what you are offering. For example, if your advertisement is about “quit smoking,” search terms like “smoking chimney” or any other sources of smoke should be excluded since they are not relevant but might still trigger your ad.

Again this is a crucial step in getting the most out of your ad. Why? Because several keywords might have a far different user intent but still drive clicks that won’t convert and instead increase your bounce rate. Moreover, this could also result in ad impressions that don’t lead to any clicks. Both of these can reduce your ad’s quality score and end up negatively affecting your ad placement as well as CPC.

Disallow Your Ads to Be Shown in Google’s Content Network Partner Websites

This is yet another critical step. Incoming clicks from these sites are of inferior quality, typically compared to clicks stemming from SERPs. That’s because they come from users simply browsing that site and not from users actively looking up the product advertised. Therefore, while these clicks may lead to a few sales, they will surely have the same CPC.


To summarize, pay per click marketing has an immense potential to drive a stable flow of traffic to partner websites and landing pages, leading to a substantial boost in overall sales and revenue. All you need to do is make sure to set up your ad campaigns properly and monitor them consistently. Do not hesitate to experiment with different ad text, CTA buttons, and other elements to find out what works best for you. Keep these tips in mind while building your Google Ads PPC strategy to get the most out of it.

Happy marketing!

Hariom Balhara is an inventive person who has been doing intensive research in particular topics and writing blogs and articles for E Global Soft Solutions. E Global Soft Solutions is a Digital Marketing, SEOSMOPPC and Web Development company that comes with massive experiences. We specialize in digital marketing, Web Designing and development, graphic design, and a lot more.

SOURCE : Google Adwords

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