Businesses that use pay-per-click (PPC) advertising strategies can expect to see the same impact these methods have had in previous years. However, it could be time to stop using old techniques that aren’t effective and try new ones.

Reassessing your PPC management techniques leads you to develop a plan to enhance your methods, improve your tactics, and optimize your strategy to serve your clients better. 

Read on to learn how to improve your PPC strategy to accommodate recent changes and the new year.

Use Negative Keywords

Google releases new keywords with each update. It seems that every time you start to put one of your campaigns into a positive status, you receive an alert from Google saying that some of your keywords are no longer suitable for your ad groups. This is because some of the words used in the past aren’t as relevant now that Google has changed its algorithms.

Why does Google do this? It is in their best interest to show the most relevant ads possible to their users. Considering that you don’t want your ads to show up on irrelevant searches, you must do the same.

Negative keywords identify words or phrases you don’t want to bid on. This might be because they don’t convert well or appeal to your target audience. By using negative keywords, you can free up the budget and time that would have been wasted on irrelevant searches. Knowing which keywords to target is a great way to optimize your PPC strategy and increase conversions.

Optimize Landing Pages

Last year, Google announced that they would be increasing their efforts to penalize sites with irrelevant landing pages. The quality of your landing page could have a major impact on the success of your PPC campaign. Poorly optimized websites can lead to lower conversions and higher conversion costs.

Luckily, you can set up website landing page optimization for your site without hiring expensive consultants or developers. All you need are the right tools, like Google Analytics and Google Webmaster Tools. 

It’s important to create pages optimized for conversion since these are the factors that Google and other search engines consider when ranking your website. Use these tools to track your data, then utilize your information to improve your landing pages.

Continue to Build Brand Awareness

As a PPC marketing professional, it’s your job to show potential customers the value of your products and services. You can do so through your PPC ads, and although it’s essential to make sales, it’s also necessary to build brand awareness.

Brand awareness can help you reach more customers and increase your customer retention rates. How? It can help you stay top of mind and build a long-term relationship with your customers.

You can develop your brand awareness in various ways, such as attending marketing conferences, setting up an e-newsletter, or joining local business events in your industry.

Consider Ad Extensions

Ad extensions are the tools that can help you stand out from your competition and increase your ad’s visibility. You can use these individually or combine them to create the perfect ad campaign.

If you aren’t already utilizing ad extensions, it’s time to take a closer look. They offer a variety of benefits, such as increased click-through rates, lower cost-per-click (CPC) rates, and better quality scores. 

While some ad extensions aren’t available on all Google AdWords ad formats, you can use them on the Google Search Network, the Google Display Network, and YouTube.


Although PPC always seems to evolve with new updates, that doesn’t mean that you have to change your strategy to accommodate them. Instead, use these tips to develop a plan that allows you to adjust to Google’s latest changes and promote your business.

If you need affordable PPC management services, turn to Pay Per Click Authority. We have been specializing in small business PPC management since 2010. Call us today!