9 Strategies for a Perfect PPC Campaign

Selecting the right PPC strategy has a lot to do with the nature of your business and your goals. Though many businesses use PPC management software for managing their campaigns and adjusting their cost per click, PPC experts at Alpha Efficiency suggest this software is not sufficient if you wish to create a successful PPC campaign strategy. Google is continuously bringing the latest updates for ads, so you also need to stay up to date with testing and implementing new strategies. To help you stay on top of your game, here are a few latest strategies that can bring better outcomes in your PPC efforts.

Use promotion extension

This is a very effective strategy that grabs the attention of a visitor. It is displayed under your ad providing extra attention and visibility. It is a good idea to add occasional events like New Year or Christmas since holidays are the best time to get the maximum benefit from your campaigns.

Keep voice search in mind

Many marketers don’t focus on voice search in their campaigns as much as they should. It could be due to the insufficient volume of voice searches they get or the inability to recognize these search queries accurately. Whatever the reason, keep in mind that voice search is becoming very common thanks to the smart home devices. The queries of voice search are longer than normal search queries, so make sure that you optimize it in the right way:

  • Check if your campaigns are getting a voice search.
  • Get the search query report from AdWords.
  • Filter all the relevant search queries.
  • Use a keyword tool to finalize the keywords for your voice search.
  • Include research-based negative keywords.

Focus on mobile-specific PPC ads

More than 60% of marketers spend a great portion of their budget on mobile-specific ads since they show great results. But before you invest money in these ads, you will need to resolve any possible optimization problems if your website takes a long time to load on mobile devices:

  • Work on your website to provide a great user experience on mobile devices.
  • Place ad extensions.
  • Use enticing keywords to help the user make a decision rapidly.
  • Add offers and incentives to your ads.
  • Use the dayparting feature of AdWords to optimize your accounts according to day and time.
  • Include emojis in your ads.

Use target outranking share

This will help you tactically outrank your competitors on the Google search engine. Your bid on Google Ads will adjust automatically to outbid competitors, but it is restricted to the campaigns of the search network you are targeting. First, you need to pick the campaign and evaluate your competitors’ strengths by clicking the “Select” button under the “Detail” tab. This will display an in-depth report for you to see which competitor is outranking you as well as show you the number of times your ads go up comparing to others. You will be able to see all the domains where you are being outranked. Click “Target Outrank Share” under “Bid Strategy”, mention the mane of the domain you want to outrank, set the “Target to Outrank” tab, “Maximum Bid Limit” tab, the “Bid Automation”, and you are ready to go.

Target the right visitors with a location bid adjustment

Location bid strategy is the perfect solution for businesses having trouble with the conversion. It can help them invest their budget in the right area for maximum outcomes. Go to your Google Ads account click on the settings tab of the campaign you wish to set the location for. Click the location tab to see all the locations your current campaign is targeting. On the same tab, you will find the “Bid Adj” and “Clicks” tab. The “Clicks” tab will show you how many clicks you are getting from a specific location, which can give you an idea about where you should increase the bid limit, and where to decrease it. Set your bids by clicking the “Bid Adj” tab.

Place a targeted cost per conversion

Conversion optimization is a great way to keep a stable cost per conversion among your ads. Note that to optimize it correctly you need to have the conversion tracking feature set up. With conversion tracking, Google Ads can estimate an optimal CPC of your bids. These bids are considered as an average CPA that is utilized by Google to target among your campaigns. Google will automatically set the CPC bid around your targeted CPA to drive conversions. Targeted CPA is calculated on the basis of historical data like 15 conversions of your last month. However, be cautious because if the last conversions that AdWords had tracked come under the period where you were not getting enough conversions, then it can negatively affect your recent campaign.

Wisely use negative keywords

Though negative keywords play a major role in boosting your ROI, many marketers still ignore this technique. As PPC professionals at Alpha Efficiency suggest, placing negative keywords can save you a lot of money because they prevent people who are typing keywords that are not related to your offer from coming to your site. By doing this you can control the quality of your website visitors.

Add and track call extension

Call extension allows your customers to contact you after seeing your ad. This is one of the best PPC strategies for local businesses to maximize their conversions because it provides additional information to the customers regarding your business. As high as 70% of mobile searchers make use of the click-to-call feature. All you need to do is go to the Ad extension tab in your Google Ads account click call extensions tab under the new extension tab.

Add dynamic keyword in your ads

Dynamic Keyword Insertion dynamically updates the text of your ad by adding the most exact matched keyword from the term searched by your customers. There are some factors to consider if you wish this strategy to work well. The first thing is avoiding the use of the wrong code. Mistakes like using inappropriate capitalization, misspelling, missing a bracket, or using the wrong bracket can do more harm than good to your campaign. But if used right, Dynamic Keyword Insertion can increase your click-through rate and conversion rate.

Final thoughts

Although PPC campaigns are extremely important for your marketing efforts, the strategies for getting the best results change constantly. With some strategies working great for specific types of businesses but are not as effective for others, it is crucial to find the strategy that suits you the best. Your best chance is to test them one by one and track their results to discover all the top strategies for your business.

Five SEO Principles for Guaranteed Effectiveness 

SEO is an essential part of ensuring the success of any online business. As an online business owner, you should already know that. Consider the fact that people often discover and visit websites through search engines. That’s why other internet marketing strategies can’t compete with SEO for traffic generation.

In essence, SEO is a set of techniques used to make a website more visible to users of search engines. Many website owners fail in this aspect of internet marketing. Because of that, they end up spending more money on their web traffic generation efforts.

Img Source:

Study the behavior of search engine users, and even observe your own behavior when performing a search. Like others, you likely only consider the first few results. People don’t notice websites that appear in the latter pages of search engine results. With that in mind, the goal of SEO is to get a website to rise up the rankings. Through SEO, your website could get listed on the first page of any relevant search. Here are a few principles you must keep in mind to achieve that goal:

  1. Treat each web page as separate from the whole website. Apply SEO techniques to every web page you have in order to maximize the results of your campaign. You want as many of your web pages to rank on the first page in relevant search results. That would mean your target market has a higher probability of finding your website. For example, is a website that shows valuable SEO techniques to get the help you get the best rankings.
Img Source:
  1. Use appropriate keywords for each page. Also, mind the phrasing. For example, more people will search for the phrase “effective SEO” than “effectively optimizing for search engines.” To find out what the most searched keywords and key phrases are, use keyword research tools. The free one provided by Google Adwords has proven to be quite useful.
Img Source:
  1. Use an appropriate title for each page and include a related keyword in each one. You don’t have to stop using creative names as titles for each web page on your site. You just have to make sure that the words you use are those that your target market actually uses on search engines. Use generic, keyword-rich titles while retaining some creativity. This will help you balance out the originality of your website and its visibility to search engine users.
Img Source:
  1. Use keywords on title tags, meta keywords, and meta descriptions. Make sure these sections, especially the meta description, are appealing to searchers. Meta descriptions serve as summaries that appear in search engine results. Make sure yours are keyword-rich and well-written. That will impress search engine users enough to make them click through to your site.
Img Source:
  1. Use keywords generously to maximize results. But, make sure that you don’t overuse them. Overuse of keywords is often referred to as “keyword stuffing.” Doing that will result in poor search engine rankings. Put an appropriate limit on your usage of keywords. Generally, any keyword should not appear more than once for every fifty words in a web page.
Img Source:

These are only the basic principles required to achieve effective SEO. It is important that you master them before going any further in your internet marketing efforts. Review these basics often to achieve positive results for your online business website. Also, keep in mind that once you get to the first page of search results, you will still have to work hard to maintain that ranking. In SEO, complacency is the enemy. Only through constant diligence can you sustain your website’s success.

SEO keywords explained

Any strategy of natural SEO requires, first of all, an important work on the keywords that best define your professional activity or the theme of your site. And for good reason, because search engines, whether they are Google, Yahoo or Bing, rely largely on the keywords contained in a page to make it appear in their results. And for the place allocated to be the best possible, it is not enough to stuff the latter with key expressions.

Generic, brand name and long tail, what is an SEO keyword?

The keyword or key phrase is the basis of any SEO optimization of the site itself (on-site referencing).

Indeed, every day, billions of pages are published, modified or updated. These normally contain quality editorial content that allows them to appear according to the terms typed by internet users in their preferred search engine. This is called a request.


The work of specialists in SEO is to identify the terms related to your activity and able to :

  • allow visitors to find a product or service you are marketing
  • find the information they need on your site
  • find your company
  • Brand
  • Among the most relevant keywords are obviously your brand, but also all those for which you are a distributor.

Keywords or generic terms

The keyword or generic term has a very broad scope, such as ” SEO ” or “advertising agency” for example. The results for such queries are frequently in millions. However, they are fundamental because they accurately describe your professional activity. On the other side of the coin, they are often very competitive and require a lot of effort to be well positioned on the front page.

The long tail

Unlike the keyword or phrase, the long tail is more like a piece of a sentence. This is what has been called in natural SEO since 2004.


Example: if “sports shoes” is a key phrase, “men’s sport black and yellow scratch shoes” is a long-tailed request.

The latter is obviously more precise, but also much less competitive. It is, therefore, easier to position yourself there, but also to benefit from an even better-targeted visibility. Internet users arriving on a site thanks to the long tail are therefore logically more likely to become prospects or potential clients.

How to find the “right” keywords and define your SEO strategy?

Keywords or “keyword”  are therefore essential to the development of any good natural SEO strategy. But how do we find the most relevant ones? What criteria must they meet?

What criteria should be met by “good” keywords?

Beyond the simple SEO aspect which is far from negligible, a “good” keyword is one which is the perfect compromise between four imperatives :

  • have a maximum of monthly requests
  • be as competitive as possible
  • best define the company’s activity or the site’s theme
  • to trigger an intention on the part of the user. This intention can for example be commercial (online sales) or informative (request for an estimate, contact, subscription to a newsletter, etc.)
  • Keyword stuffing, a practice to be avoided
  • A text containing as many keywords as possible is therefore essential to maximize the chances of appearing on the first Google page. Not scrupulous of Google guidelines, some did not hesitate to fill their pages with terms in order to artificially improve their SEO performance.

This technique is known as ” keyword stuffing”,  or the accumulation of keywords. Rather than providing quality content to their visitors, with a balanced insertion of important terms, thus harmonising the editorial and technical, keyword stuffing enthusiasts form whole paragraphs of keywords or city names (for the local SEO)


However, since 2011 and the deployments notably of Google Panda and Google Penguin, such practice black hat systematically incurs a penalty of SEO. At best, this results in a very large loss of positioning or even a total crowding out of the serps.

Keywords in urls: is it important?

As early as 2010, Google indicated that the insertion of keywords in a URL could be of interest from an SEO perspective.

However, this possibility should not become a keyword jam in a URL, as the search giant can then interpret it as spam and a desire to manipulate search results.

Without neglecting this opportunity, Google was already making it clear at the time that it is far more sensible to offer interesting and well-constructed SEO and commercial content to its visitors.

Since each company is unique, it is obviously not possible to go into the details of a keyword audit here. However, in broad terms, this systematically includes :

  • Use phrases rather than a single word. Indeed, internet users are essentially typing queries in the style of “SEO New York agency certified Google Partners” rather than simply “SEO agency”. On the other hand, the conversion rate of an internet user into a customer or prospect is more important when the latter has made a specific request.
  • exploit statistics and other data in your possession (Google Analytics, etc.)
  • analyse the research volumes and the competitive aspect of the selected terms
  • analysis and competitive intelligence
  • track the evolution of the search volume for given expressions to anticipate trends. A reactivity that allows you to take advantage of emerging markets

Final words

And don’t forget to cover the rest of your potential audience. Familiarize yourself with the location of your business. Simply add a part of your physical location (e.g. city, town or region) to your best keyword choices. Targeting even more targeted customers, your company will surely benefit from a region-specific SEO keyword optimization. And don’t forget to spend time for your local ads both on Google and everywhere else to get an even higher ranking in the SERPs to start dominating your local market once and for all.

Visit here for more information.