On top of growing your business’s organic traffic, pay-per-click (PPC) campaigns are some of the best ways to market your brand. In the first installation of this two-part series, we’ve discussed some strategies to boost your PPC campaign. Without further ado, here are more tips you can use to maximize your success and generate higher returns:

7. Conduct A/B Split Tests 

Split-testing is one of the best ways to optimize your PPC campaign. It aims to test different elements of your ads. For instance, you can test the headline, target audience, and budget to see its effectiveness. After analyzing the data, you can then base your decision according to your test results.

A/B testing is not just limited to headlines and images. You can also test different copies and content.

8. Utilize Responsive Search & Display Ads

Showing up both on search and display networks is one of the best ways to promote your business. Visual elements like images and videos will make your business stand out on the display network.

It is also essential to have multi-media ads to optimize click-through rates. Moreover, it’s best to have different ads per target audience to make it more accessible to the public.

9. Review and Refine Your Target Keywords

By reviewing your ad campaign’s keywords and refining them, you can quickly increase your ROI. You can put some simple steps in place to improve your keyword list.

Start by reviewing your last campaign. Make sure that your ad has the right keywords. Then, build a list of negative and long-tail keywords you can use. It will be easier for you to rank for long-tail keywords. It is good to use a free keyword research tool to check the competition.

10. Try Keyword Match Types

Keyword matching type is one of the most important factors to consider in your PPC campaign. According to Google, broad match keywords have a higher click-through rate. However, it also has a lower conversion rate because it can be too competitive.

As a result, you can also try display-match keywords. You can use display match keywords if you want to test your audience. It will help you target a specific group of people.

11. Optimize the Structure of Your PPC Campaign

Your account should have a well-defined structure so that you can maximize the performance of Google Ads. To do so, you must define your campaign’s objectives, make ad groups based on search intent and your business offerings, and use keywords that align with the ad group’s purpose.


PPC campaigns can be one of the best ways to advertise your business. It is cost-effective, targeted, and easy to set up. It should be able to help you boost your business. However, if you have not done it right, you will only be wasting your time and hard-earned money. To avoid this, you should make sure that you are following the proper steps for your campaign. We hope this two-part blog series has helped you find ways to strengthen your PPC campaigns!

When it comes to PPC, it’s best to work with the professionals. Pay Per Click Authority specializes in pay-per-click ad management. We are a team of experts that ensures you get the best from what you pay for. Let us help you improve your PPC strategy and results. Contact us today!