Skip to content
infront webworks logo
  • Home
  • Digital Marketing

      Digital Marketing

    • SEO
      • Enterprise SEO and Digital Marketing
      • Local SEO
      • SEO Audit
      • SEO Consulting
      • SEO Services
      • SEO Tools
      • SEO Workshops
      • Small Business SEO
      • White Label SEO
    • SEM | Search Engine Marketing | PPC
      • Ads & PPC
      • Advertising Management
      • Content Marketing Strategy
      • Conversion Rate Optimization
      • Reputation Management
    • Social Media Marketing
      • Facebook
      • Instagram
      • LinkedIn
      • Pinterest
      • Twitter
  • Websites

      Websites

    • Web Development
      • Business Websites
      • Custom Web Applications
      • Small Business Websites
      • Sitefinity CMS
      • Website Costs
      • Website Evaluation
      • WordPress
    • Web Design
      • Ecommerce
      • Mobile First Web Design
      • Site Speed Optimization
    • Cloud Services
      • Domain Registration
      • Web Hosting
      • Website SSL Certified
  • About

      About

    • The Team
    • Why Infront Webworks
    • Jobs
      • SEO Jobs
      • Website Development Jobs
  • Case Studies

      Case Studies

    • SEARCH ENGINE OPTIMIZATION CASE STUDIES
      • Assisted Living SEO
      • Attorney & Law SEO
      • Automotive SEO
      • Criminal Attorney SEO
      • Dentist SEO
      • E-Commerce SEO​
      • Employment/Staffing SEO
      • Finance SEO
      • Hospitality SEO
      • Home Services SEO
      • Manufacturing SEO
      • Medical & Health Care SEO​
      • Non-Profit SEO​
      • Retail SEO
      • Real Estate SEO
      • Religious SEO
      • Travel and Leisure SEO
    • Web Development Case Studies
      • Small Business Web Design
      • Medium Business Web Design
      • WordPress Web Design
      • Church Web Design
      • Large Business Web Design
      • Nonprofit Web Design
  • Blog
  • Contact

      Contact

    • Support
Request a Quote or (719) 577-4404

Home > Blog > Google Adwords > 5 PPC Tips for a profitable PPC Campaign in 2020

5 PPC Tips for a profitable PPC Campaign in 2020

  • August 11, 2020
  • 8:29 am
  • By: Mike Hodgdon
  • No Comments
PPC tips for a profitable PPC Campaign in 2020
PPC tips for a profitable PPC Campaign in 2020

Fast winning PPC tips for a profitable PPC campaign

What does it take to run a profitable PPC campaign in 2020?

Can we fully rely on automated strategies and pretty much “launch and forget” a PPC account?

Can we really put trust in Google Ads’ “smart” campaigns and their “machine learning” bidding strategies and capabilities?

The short answer is “no”. Like we mentioned in the previous blog post regarding the effects of COVID-19 over Google’s AI learning abilities, the algorithm took a hit by the major changes in the search patterns of the users, what shifted the data and made some of the automated bidding strategies to not perform their best.
Hence, we had to sit down, analyze the campaigns, and come with some “timeproof” tips, that helped us drive great results from PPC, even during challenging times.

Test bidding strategies

While one bidding strategy could work, times of uncertainty (like COVID-19) affect the AI algorithm, so that may require gaining more manual control, and try less automated bidding strategies.

We would recommend giving a shot to manual bidding. It will likely consume more time to manage, but you’d gain more control over the performance and will be able to gauge the actual market CPC and then compare it to previous data.

Many advertisers reevaluate and/or change their ad spends – what affects the bidding and the actual CPC per keyword. In such case, one might want to consider testing other bidding strategies and learn on the performance.

CTR improvement

create many sets of ads, and test what drives more impression and clicks, or other KPIs. Implement further what works or has a continuous pattern.

We recommend utilizing all or most ad formats available. Try creating ads in various lengths with various messaging. Usually, the larger the ad-portfolio is – the better the performance.

Call ads are super important so it would be smart to put emphasis on these.

This will improve the overall CTR of the campaign and the ad groups.

Other adventurous approach would be to create ads that traditionally drove lots of clicks – create similar – and pause the old ones. This, at times, pushed the traffic to the newer ads.

Apply ad schedule

If your ads do not need to run at 4 am, adjust the ad schedule accordingly. That will allow better use of the ad spend across the busier hours.

Generally speaking, this could be a potential leaking point for wasted advertising budget, especially if the campaign generates clicks during times that are irrelevant to the business (for the services business). For eCommerce PPC campaigns, make sure to analyze the time reports and learn on the top converting hours – and be sure to adjust bids accordingly.

Keyword modification 

Always use modifiers for the keywords and have the ad groups be arranged in a logical order – that trigger exact ads to the right keywords.

Always review the search terms and block irrelevant search keywords that drive useless/non-performing traffic.

In some cases, folks who follow Google’s straightforward advice and are not familiar with modifiers tend to apply general keyword with no modifier, what end up driving irrelevant clicks and really hurt the general performance, ROAS and ROI.

Ad formats

Utilize all the relevant ad formats for maximum exposure and probability to convert. Call ads are important for local businesses and the services industry especially.

If you are working with a smaller budget, and the website/landing page is poor to ok and drives average or below average QS – consider applying RSA (responsive search ads) and then test the results. If these ads are already in place, and the campaign been utilizing a “smart bidding” strategy over some time – check on the historic performance of these ads and their ROI.

In specific cases, when the ad spend is super tight, we need to gain as much control over the components to make sure we control the message as much as possible. In such case, letting Google drive using RSA ads, could be expensive so you might want to NOT run these.

As always, the most important objective is working with data, analytics and keep on testing everything. Some strategies could work for a while but need a lot of attention and understanding the larger scheme.
Determine the KPIs to focus on and adjust the general strategy accordingly – and with these tips, the micro management of the PPC campaigns will drive better results across the board.

Need help with PPC management on Google Ads, or have any PPC related questions?

Contact us today!

About the Author

Loading...
Michael Hodgdon Chief Operations Officer
Michael Hodgdon
Chief Operations Officer

Mike is the COO at Infront Webworks. An online entrepreneur since 1997, he has owned or run website design / SEO, online marketing and internet advertising companies for over 15 years. Featured in Entrepreneur Magazine, Colorado Springs Business Journal and with projects featured in N.Y. Times, L.A. Times, he has a solid track record of successful online undertakings. He has Digital Marketing and Marketing certifications from Cornell University, is a certified Yext Partner, Google Certified in Analytics, Tag Manager, AdWords, Online Display Advertising, Shopping and Video Advertising.

Search

Categories

Featured Posts

What is Chat GPT?
Mike Hodgdon Mon, 03 Apr 2023

Introduction to Chat GPT In the ever-evolving landscape of artificial intelligence (AI), one term that frequently surfaces is ‘Chat GPT’. But what exactly does it

Read More
How to Become a Google Partner and the Google Partners Program
Mike Hodgdon Thu, 02 Mar 2023

Introduction to Google Partners Program 2023 Ever landed on a webpage and found yourself intrigued by an impressive Google Partner badge? Allow us to enlighten

Read More
Artificial Intelligence in SEO: Uses, Impacts, and Pitfalls
Mike Hodgdon Wed, 22 Feb 2023

Artificial intelligence (AI) is transforming almost every industry, including content marketing and search engine optimization (SEO). A 2021 report by the American Marketing Association in

Read More
How To Recover from Google’s May 2022 Algorithm Update
Mike Hodgdon Tue, 20 Dec 2022

Getting on the first page of Google is an investment that brings invaluable returns. So, it’s no wonder that every time Google releases a new

Read More
How To Optimize for Google’s Free Shopping Carousel
Mike Hodgdon Tue, 01 Nov 2022

Where do you think most searchers go when looking for something to buy online? If you thought the answer was search engines like Google, you’re

Read More
Google Business Profile Ownership Request Email Scam
Mike Hodgdon Thu, 20 Oct 2022

Have you recently started receiving emails from Google letting you know that someone is trying to claim ownership of your Google Business Profile (Formerly Google

Read More
Talk with a local rep: Boulder SEO | Colorado Springs SEO | Denver SEO | Irvine SEO | Las Vegas SEO | Madison SEO | Tempe SEO

Infront Webworks

5350 Tomah Dr #2800
Colorado Springs, CO 80918


Follow Us

Facebook-f Twitter Instagram Linkedin Youtube Rss

HAVE QUESTIONS OR NEED HELP?

SALES: (719) 577-4404 SUPPORT: (719) 359-5540 BILLING: (719) 577-4404 FAX: (719) 630-7073
Open a Support Ticket
© Infront Webworks 2022

Terms of Service | Privacy Policy | Jobs | Company | The Team | HTML Sitemap | XML Sitemap