If auditing your PPC campaigns leads to headaches, you are certainly not alone. Many people work hard and put the right strategies into place, only to find their numbers simply are not very exciting. While some people find PPC to be a natural terrain, others cling to the outskirts of success, never quite reaching their campaign goals.

The difference between an effective PPC campaign and a failing one boils down to experience and help from a digital marketing consultant. Thankfully, there is hope, even for those that find PPC to be an unconquered territory.

The right Google Ad campaign will drive traffic to your site and help create revenue. If you feel like your grip is loosening on your PPC campaigns, continue reading for some dependable tips that will help. Maximising your PPC campaign’s performance will boost your traffic and conversion rates like never before.

Guide to Enhancing Your PPC Campaigns

Taking the right steps to create PPC ads will help to ensure you reach your target. No matter your niche, taking these steps will help you stay focused and get higher numbers of clicks. After all, what good does a PPC ad do if no one clicks it?

PPC performance

1. Make Sure Your PPC Campaign Includes Negative Keywords

You take a lot of time deciding on the perfect keywords, but there are negative keywords to consider. A negative keyword is a word you want to have omitted from the campaign. Google allows you to input negative keywords so your ad will not run when a person searches for these words.

By taking the time to input negative keywords, you will avoid wasted clicks that cost money and offer no results. This step removes search engine results that are similar, but not exact. It allows for a better level of specificity so your campaigns are truly targeted to the right audience. In the end, negative keywords provide better PPC campaigns.

2. Improve Your Search-to-Keyword Ratio

When deciding on keywords, people often make the mistake of having an improper search-to-keyword ratio. If your ratio is not 1:1, you will likely find it extremely difficult to consistently improve your click-thru rates and keep your cost-per-click averages as low as possible. You should strive for a 1:1 ratio between search terms and keywords.

By reducing your search-to-keyword ratio, you will see a much higher click-thru rate which offers plenty of benefits, including the following.

    • Decreases cost-per-click
    • Improves position average
    • Increases quality score
    • Increases impression share

To get better results, take this same strategy for keyword to ad. It may take a little manipulation, but you will soon find this is a very effective method of improving your campaigns.

3. Track Your Conversions Versus Sales

To really get down to the practical details, you need to compare your conversion rates with sales. While this is an easy prospect if you are only running one type of campaign, most people have multiple campaigns going on at the same time.

Although you are likely seeing higher conversion rates and more money, how can you know which ads are most effective? Knowing where your conversions and sales are coming from will help in focusing your efforts.

Google has made it simple for users who want to track their campaigns. Using their ValueTrack parameters will allow you to automatically track the data in your URL when visitors convert.

In addition to using ValueTrack, you should also begin implementing customer-relationship management software and hidden field sales tracking. With field sales tracking, you will learn the URL that led to the conversion, the entered keywords, and the location of the visitor.

4. Measure Visitor Intent

Measuring your visitor intent is essential for creating the right call to action. As a digital marketing consultant, I consistently talk with people who do not fully understand the difference between a warm and cold call to action.

If your visitor is coming from a search, they are naturally going to be warmer (more open to suggestion). Those clicking from a display network are colder.

Matching your call to action with the temperature of the visitor helps to ensure the call to action is as effective as possible. This process may take a little tweaking until your measuring reveals which type of call to action offers the best results.

5. Get Granular with Your PPC Campaigns

The more detail-oriented you are with your PPC campaigns, the better the outcome. Being more granular also helps you to remain in greater control of your PPC campaigns.

To get as detailed as possible, you need to reduce your macro conversions into micro so you can determine where problem areas lie. There are a few micro conversions you need to check when examining your PPC campaign at the granular level.

  • Length of time spent on the site
  • Form field completion
  • Button clicking
  • Scroll depth

How long a visitor stays on your site and how deeply they scroll can determine where problems come into play. If a visitor bounces quickly, they have not had time to read your page so it is likely an ad campaign issue.

If visitors are not scrolling very far, this likely means your landing page needs condensing so it is not overly wordy. If visitors are not filling out form fields or clicking buttons, these need attention.

It may take time to tweak all the details, but practice makes perfect. Granularity will be your best friend in determining PPC campaign effectiveness.


If you are finding it difficult to launch and maintain effective Google Ads, I am here to help. As a digital marketing consultant, I will guide you through every step in the process to ensure your campaigns are effective at getting results.

PPC campaigns do not have to be overwhelming. With careful attention to detail and time, we will work together to get your campaigns the attention they deserve.

Call me today to set up your appointment to start the process. I will help you dramatically improve your campaigns for better results.