PPC checklist: 20 things you should be checking regularly for improved Google Ads performance

Pay-Per-Click (PPC) advertising through Google Ads remains a cornerstone for businesses aiming to enhance their online visibility, attract qualified traffic, and boost conversions. As an experienced PPC marketing consultancy, we fully grasp the pivotal role PPC campaigns play in delivering tangible results. Let's take a look at our 20 field-tested strategies that will empower you to substantially improve your Google Ads PPC performance.

1. Delve Deeper into Keyword Mining: The foundation of any successful PPC campaign starts with thorough keyword research. Aim to identify not only high-value keywords but also long-tail variations that align precisely with your business objectives and your audience's search intent. Promote them into their own ad groups and campaigns where needed and negative out the existing ones.

2. Craft Precisely Focused Ad Groups: Organizing your campaigns into precisely focused ad groups and campaigns is key to controlling your budget investment. This approach ensures not only ad relevance but also leads to higher Quality Scores, which can lower your costs and improve ad positioning. Consider SKAGs (Single Keyword Ad Groups) too - you don't have to have 250 keywords in an ad group!

3. Art of Crafting Irresistible Ad Copy: Crafting ad copy that captivates and entices users is a true art. It's not just about showcasing your product or service; it's about communicating your unique value proposition in a way that compels users to click and learn more. Luckily, Google now tells you when crafting an ad if it's good, excellent or otherwise. We aim to only launch "excellent" ranked ones.

4. Review Landing Page Optimization: The destination matters as much as the journey. Landing pages should be meticulously designed, user-friendly, and optimized to facilitate conversions. Every element, from headlines to call-to-action buttons, should work in harmony. Use tools like Hotjar or CrazyEgg to get actionable insights.

5. Harness the Power of Ad Extensions: Ad extensions are your secret weapons to stand out in the search results. They provide additional information that can entice users to click. Explore various extensions like site links, callouts, and structured snippets to enhance your ad's appeal. Aim to put live all of them, at least at account level.

6. Master Negative Keywords: Negative keywords are your shield against irrelevant clicks. Regularly review and update your list of negative keywords to prevent your ads from showing up for irrelevant queries, thus conserving your budget for more valuable clicks. To stop these getting out of control, try and do negative keyword lists at account level wherever possible so you can keep them under review.

7. Strategic Ad Scheduling: Don't just run your ads 24/7; analyze performance data to identify peak times when your target audience is most active. Then, schedule your ads strategically to maximize visibility during those hours. Knocking out weekends can be a good strategy for some businesses.

8. Geo-Targeting Precision: Geo-targeting lets you zero in on specific geographic areas that matter most to your business. Whether you're a local brick-and-mortar store or a global e-commerce giant, utilizing geo-targeting effectively help you manage CPA and ROAS to an acceptable level.

9. Distinguish Device Optimization: Not all devices are created equal, and neither should your approach to them. Adjust your bids and ad creatives for different devices to maximize performance on mobile, desktop, and tablets. Mostly we knock out tablets as we see poor return on them.

10. Dynamic Ads: Personalization is key in today's digital landscape. Utilize the multiple headline and descriptions option and try to fill them all out. Google will then dynamically adjust ad content to match user queries, making your ads more relevant and engaging.

11. A/B Testing Excellence with Google Experiments: Don't leave success to chance; continuously run A/B tests on different campaign and ad variations to scientifically determine what resonates best with your audience. Test campaign settings, headlines, ad copy, images, and calls to action to uncover the winning formula.

12. Meticulous Conversion Tracking: Implementing conversion tracking is akin to having a compass in a dense forest. It helps you navigate your campaign's success. By regularly checking in on conversion data in GA or other tools, you gain valuable insights into which strategies are delivering tangible results and which need refinement.

13. Quality Score Mastery: The elusive Quality Score can significantly impact your campaign's performance. Dedicate efforts to improving it by focusing on ad relevance and optimizing your landing page experience. A higher Quality Score can lead to better ad positions and lower costs per click. Having a bum quality score can lead to you barely serving at all, so narrow your keyword focus or rewrite the ads.

14. Strategic Budget Allocation: Your budget is your ammunition, so is the most important thing to be constantly reallocating in the account. Allocate your budget daily if possible, strategically among campaigns that consistently perform well. Regularly review the performance of each campaign and reallocate funds to where they generate the most return on investment (ROI).

15. Vigilant Competitor Analysis: In the competitive world of online advertising, it's vital to keep a watchful eye on your competitors. Regularly analyze their strategies, keywords, ad copy, and landing pages. By staying informed about your competitors' moves, you can adjust your own tactics to maintain a competitive edge. Launch competitor campaigns to keep them on the defensive

16. Explore Multiple Ad Placements: Google Ads offers a plethora of ad placement options beyond the search results page. Consider extending your reach through the Google Display Network, Demand Gen Ads and PMax. Each campaign type has its unique strengths and can complement your overall strategy.

17. Masterful Remarketing Campaigns: Remarketing campaigns are your second chance to win over visitors who didn't convert initially. Think about recency periods aimed at re-engaging previous website visitors and potential customers who have shown interest but haven't completed a desired action, but don't create overlaps with competing bids or audiences.

18. Seasonal Promotions for Timely Impact: Align your ads with seasonal trends and promotions from other channels. Whether it's a holiday sale, a summer special, or a back-to-school campaign, tailor your ad messaging or add promo extensions based on calendars from channels like Email or Social to resonate with the current season or event, driving targeted traffic and conversions.

19. Stay Abreast of Google Updates: The digital landscape is ever-evolving, and Google continually updates its advertising platform. Stay informed about these changes by following industry news, attending webinars, and participating in relevant forums. Adapt your strategies promptly to leverage new features and stay ahead of the curve.

20. Review the Bid Management strategy by campaign: Effective bid management is an ongoing necessity for PPC success. Continuously analyze and adjust your bidding strategies to gain a balance between human control and the algorithmic edge. Implement automated bidding strategies where appropriate, but also maintain a hands-on approach by regularly reviewing keyword-level bids. By fine-tuning your bidding techniques, you can ensure that your budget is allocated efficiently and that your ads are appearing in the right positions to maximize visibility and conversions.

In the fiercely competitive arena of digital marketing, optimizing your Google Ads PPC campaigns is not just an option; it's a necessity for sustainable success.

As a distinguished marketing consultancy, we've witnessed the transformative impact these 20 comprehensive strategies can have on enhancing PPC performance and achieving your marketing objectives. By implementing these tactics with precision and maintaining a relentless commitment to refinement, you will unlock the full potential of Google Ads for your business. If you seek further guidance or require expert assistance on your journey in the world of performance marketing, do not hesitate to reach out to our seasoned team of Google Ads consultants. We are here to partner with you on your path to digital advertising excellence.