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6 PPC Advertising Fixes You Need To Action Right Now

September 2, 2019
written by Phil Coleman

Google and Facebook PPC advertising (Pay Per Click) can be incredibly effective when you get it right. 


  • Set short and long term goals so you can measure your success. Data is everything.
  • Tighten your targeting and make small tweaks to ensure you have a quality audience.
  • Use negative keywords to improve your click-through rate and quality score.
  • Optimise your ads through rotation.
  • Make the most of ad extensions to offer your audience more.

Google and Facebook have two of the most visited websites on the internet and advertising on both makes it easy to put yourself in front of your potential customers.

The targeting options with PPC marketing are so vast, you can home in on your prospects. It’s quick to set up and extremely cost-effective as you only pay for clicks on your ads rather than views.

However, there’s a steep learning curve. It can be very time consuming and it’s mastering the finer details which can really boost your results.

That’s why we have 6 proven fixes to improve your PPC advertising results.

  • All our fixes are used by the best PPC management services and transform results from average to outstanding
  • They are accessible to all Google Ads and Facebook Ads users
  • They might take time to set up, but the results are worth their weight in gold (you might consider a PPC software platform to make speed things up).

1. Have testable PPC advertising goals

This is very important, simply because if you don’t set your goals, how do you measure your success?

You need to set weekly, monthly and/or quarterly aims and they need to be attainable.

These can be:

  • Lowering the cost of each lead by a set amount
  • Improving your conversions from 1% to 2%
  • Improve sales by £5000 this month

These are just examples, but remember that measurable is the key here.

Set your goals, test them, build up your data first, and be reasonable.

The best results come from analysing your data, but if you’re just starting your PPC marketing journey, you won’t have much data.

Testing helps to build it up, so you can make more informed decisions.

2. Check your ad campaign targeting


It’s essential your campaign targeting is set correctly, or you’ll be throwing money away.

As an example, if your campaign is performing well on desktop, but not on mobile, it’s time to get rid of mobile and improve your campaign.

And don’t forget the power of geotargeting

Regularly review your results and reallocate your budget accordingly.

Most campaigns have top-performing periods which include certain times of the week. For example, did you know that more books/tech-related products are bought on a Monday/Tuesday morning?

What are the peak times for your industry? You need to find out when they are, as they can make selling much easier.

Just try not to over-target.

For instance, if you discover that most of your customers buy at 2pm on a Thursday, it doesn’t mean that’s the only time you should run ads. Keep testing and other optimal times will arise.

So how do you know if the changes you’re making are having a positive impact?

It’s how the top PPC management services do it. Look at your data to find out the facts.

Compare before and after click-through rates, conversion rates etc. and continually review and test to make sure you’ve got it right.

You’ll need to spend some time on this to get the best results possible, but the results are worth it.  

3: Master your negative keywords

Negative Keywords on Google Ads

According to Search Engine Journal, 98% of top-spending accounts have more than 250 negative keywords.

Keywords are the fuel for your advertising, but negative keywords can be just as useful. Choosing yours is very important as you can use them to filter out expensive, irrelevant clicks.

It’s all about the ‘intent’ of the visitor and you need to attract those with the correct intent for your ad.

For instance, “Nottingham Plumber” could technically include people who are looking for a plumber, or a plumber looking for work.

This kind of confusion can be erased by using negative keywords:

  • ‘Free’ is a great example of a useful negative keyword to cut back on freebie seekers. (Unless you offer a free product offer, sample etc)
  • If you sell shoes but not sports shoes, add ‘sports shoes’ to your negative list
  • Sell desktop PC’s but not laptops? Add ‘laptop’ and ‘laptop computer’ to your list
  • Get the intent wrong and your clicks can be completely wasted.
  • Negative keywords stop your ad appearing in the wrong searches.
  • Ads which are targeted to the right audience will give you far more relevant clicks, which reduces spend on wasted clicks.

Also, Google’s keyword quality score ranges from 10 to 1 and is based on the expected click-through rate, the relevance of the ad, and conversions.

So try removing everything 4 or lower to clean up your campaign.

Remember it’s not about how much you bid, but how relevant your adverts are and Quality Score is used to help determine ad rank.

Don’t try and beat this as low quality score ads mean you’ll have to pay more to compete for the top spots.

And that may prove difficult when you’re up against others with a higher score.

4: Rotate your PPC ads

Testing different ads against each other is a great way to improve your PPC marketing results.

To do this, simply create an ad rotation from one of four optimisation choices:

  • Optimise for clicks: Optimise your rotation based on the most clicks. Ads which have been clicked before are more likely to be shown again.
  • Optimise for conversions: If one of your ads is converting well, it will be shown more often.
  • Optimise via even rotation: If after 90 days if your ads aren’t converting they will be optimized for clicks or conversions.
  • Indefinite rotation: To give exposure to every ad, use even rotation instead of indefinite.

5: Use ad extensions

Google say that PPC advertising extensions increase CTR for each type of extension implemented by 10-15%. That makes them well worth trying.

Ad extensions offer more information in your ads regarding your business and are known to boost click-through rate. And, as these extensions make your ad stand out more and draw the eye to it, that’s not surprising.

Extensions include things like phone number, address, links to landing pages, and a host of others, so it’s well worth testing different ones to see what works for your business.

However, just adding an extension does not guarantee it will show on the ad. Your ad rank must meet certain criteria and the extension must provide value to the viewer.

Google doesn’t charge you to add these powerful ad extensions, they’re completely free.

If you use a PPC management service or a PPC management company they will always make sure you are using relevant extensions. So it’s a good idea to do this.

Make sure you use multivariate testing too. This involves inserting different headlines based on the location the user is coming from.

So if you’re selling used BMW’s in Birmingham for example, you can dynamically insert ‘Birmingham BMW’ into the headline and last sentence of the page, using Google Optimize.

This can be really valuable as you can test various new locations, without having to create new landing pages for each.

6: Reduce your wasted ad spend

The average wasted spend is about 76% according to Google. Luckily, you can avoid that by making sure you apply the things described here.

If you’re not pruning your keywords, looking at your data, rotating your ads and using targeting options, it’s costing you money.

The first thing to do is to track your conversions.

If you don’t, you won’t know which keywords are bringing in the sales and which ones are costing you money.

You can set up different types of conversion tracking on your website, to monitor sales, or to track calls, allowing people to phone your business straight from the ad.

Stick to these 3 simple steps and you’ll start to see results from this:

  • Know your goal.
  • Set up the right type of tracking for your goal.
  • Monitor results and use them to manage your ads to get the desired outcome.

Checking your location settings is also extremely important. 

You can target based on the locations your potential customers are physically in, but make sure your ads only appear in the regions your business serves. 

If you’re a local business, select “people in my target location” in your campaign settings, followed by the regions you cover.

Thing is, if you’re a local accountant in Wales, you don’t want your ads to appear in London. They’re not your customers and it’s just wasted spend having your adverts appear there.

If someone outside your business area clicks, it’s wasted. 

You can also break it down to sub-areas of your main area for pinpoint targeting.  Time spent on this now can save you a fortune in wasted spend later.


Applying what you have learnt to your PPC advertising strategy is not difficult, but it can take time and effort. Stick at it and you’ll really start to see results.

But there’s an easier way: you can try a smart PPC software alternative like Adzooma.

Adzooma was specifically developed to manage and optimise Google and Facebook Ads accounts and campaigns. It uses AI and machine learning to slash the time you spend on running your ads.

With 50+ built-in ‘opportunities’ to improve your results, it always finds new improvements for your campaigns. And many of these opportunities can be actioned with a click of a button.

Adzooma’s biggest benefit is the time it saves you on your daily PPC marketing activities, as it crunches hours of expert analysis and optimisation into just seconds.

If you’re ready to save hours, while reducing your stress using PPC software, take a closer look at Adzooma.

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Phil Coleman

As a Copywriter with 25 years experience I have written squillions of words, writing for all sizes of business, both online and off including The Chamber of Commerce, the NHS and of course Adzooma. I'm a not so secret UFC fan, I live in the heart of Sherwood Forest and I have 2 pet cats called Copy and Spooky Dave.
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