6 Money saving tips for your ppc marketing campaign. 1. Improve Quality Score Best strategy to reduce pay-per-click is to bid aggressively at first and make sure you have a tightly themed list of keywords, which will constantly give you a high quality score and ad rank. After consistently getting a high quality score and top ad positions, google will recognize your ad as relevant to the search queries and then you can start lowering your bid because you maintained a high quality score. Quality score depends on the relevancy of three things; Your Ad Copy Landing Page Keywords If you can come up with a relevant and compelling ad copy, relevant keywords and SEO Optimized landing page, you’ll definitely get higher CTRs and hence higher quality score with lower CPC. Don’t deceive the visitors by directing them to irrelevant page as that can increase bounce rate and you won’t get higher quality score.

1. Money Saving Tips for your
PPC Marketing Campaign

2. 1. Improve Quality Score
Best strategy to reduce pay-per-click is to bid aggressively at first and make
sure you have a tightly themed list of keywords, which will constantly give
you a high quality score and ad rank. After consistently getting a high
quality score and top ad positions, google will recognize your ad as relevant
to the search queries and then you can start lowering your bid because you
maintained a high quality score. Quality score depends on the relevancy of
three things;
1) Your Ad Copy
2) Landing Page
3) Keywords
If you can come up with a relevant and compelling ad copy, relevant
keywords and SEO Optimized landing page, you’ll definitely get higher CTRs
and hence higher quality score with lower CPC.
Don’t deceive the visitors by directing them to irrelevant page as that can
increase bounce rate and you won’t get higher quality score.

3. 2. Separate Search and Display Networks
at the Campaign level
There are several reasons why you should separate
Search & Display Network, but the most important factor
is of the audience. Users searching google to find
something is different from the visitors on Search Display
network, reading an article on a web page. Both Search &
Display Network works differently and has different
success criteria. Keeping Search & Display Network to the
default setting won’t improve the quality score as much,
thus you’d be paying more.
So, Separate Search and Display Network. Follow the
steps and reduce your cost.

4. 3. Mobile Bid Modifiers
If you don’t have a responsive web design or the
site isn’t looking good in mobile devices, you
should choose to lower your bid or maybe turn
off the bid completely. Here’s how you should
adjust your mobile bid.

5. 4. Send visitors to a relevant landing
page, not just the home page
Newbies often don’t create a separate landing page and drive
traffic to the home page thinking that it will work. You should be
creating separate product/ service landing page and drive traffic
there. For instance; On a site selling career coaching services
users should land on a:
- Product/ Service page
- Category page
If you won’t bother to direct users to the page that’s relevant and
what they are looking for, chances are that they’ll go back to
search results page finding your competitors who has done that.

6. 5. Newsjack topical stories
Amend your copy lines to tie in with searched
for topical stories. For example during the World
Cup when Luis Suarez’s famous bite happened a
sandwich shop might change their copy to
‘Hungry as Suarez? Check out our fresh
sandwich menu for a winning World Cup
lunch!’ or similar.

7. 6. Enable Conversion Tracking
You’d definitely be interested in measuring the
effectiveness of your PPC Campaign. In order to
measure ROI, you should enable Conversion
Tracking, which will help you understand which
keywords lead to conversion for example
Services Sales on your website. You can follow
the steps to enable Conversion Tracking. Here’s
how you can Enable conversion tracking.

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