Running a successful paid search campaign involves multiple factors. Aurora School of Internet Marketing (ASIM) presents eight powerful techniques to maximize your revenue with Google Ads.
A well-executed PPC campaign can significantly boost conversions and income by targeting consumers actively searching for your offerings on Google or Bing. However, a poorly managed campaign can drain your budget, as you pay for every click. While your audience and messaging are unique, certain universal strategies consistently drive results across industries.
There’s no one-size-fits-all solution for a profitable PPC campaign, but tweaking key levers can optimize performance. Below are eight critical, often-overlooked factors to enhance your Google Ads and increase revenue.
1. Optimize Landing Page Relevance
A common oversight in paid search is neglecting the landing page. While it’s easy to focus on bid adjustments and ad copy within the platform, the user’s journey continues after clicking your ad—they land on your website.
PPC aims to drive sales. A strong ad attracts qualified leads, but the landing page must convert them into customers. Align your ad’s messaging with the landing page to boost click-through and conversion rates while lowering cost-per-click (CPC).
Tips:
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Echo ad copy points on the landing page.
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Use consistent keywords, messaging, and CTAs to reinforce the user’s interest.
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Create compelling ads that highlight your value, driving conversions within budget.
2. Leverage Negative Keywords
Negative keywords are a powerful tool to ensure your Google Ads and Microsoft Ads campaigns target the right audience, minimizing costs and boosting profits.
By specifying irrelevant keywords, you prevent your ads from appearing in unrelated searches. For example, if you manage off-campus student apartments, exclude terms like “family” or “cheap” to avoid attracting unqualified traffic.
Tips:
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Add negative keywords at the campaign or ad group level for precision.
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Regularly update your negative keyword list to refine traffic quality.
3. Choose the Right Keyword Match Types
Google Ads uses keywords to gauge user intent, making match types critical for campaign success. There are four types:
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Broad Match: Captures the widest audience, including synonyms, but may include irrelevant searches.
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Modified Broad Match: Requires all specified terms in any order, balancing reach and relevance.
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Phrase Match: Shows ads for exact phrases in the specified order.
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Exact Match: Targets precise queries, including misspellings or plurals, for high relevance but fewer impressions.
Trade-offs:
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Broad Match offers low CPC but lower relevance.
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Exact Match ensures relevance but at a higher cost.
4. Evolve Keyword Match Types Over Time
Start campaigns with Broad Modified match types to gather data while maintaining control. As performance data highlights converting queries, shift to a mix of Modified Broad, Phrase, and Exact Match.
Promote high-performing queries to Exact or Phrase Match, while keeping Modified Broad to discover new opportunities.
5. Complete All Ad Content Fields
Expanded Text Ads (ETAs) and Responsive Search Ads (RSAs) offer more space to craft compelling ads. Fill every field to maximize impact.
ETA Fields:
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Final URL: Link to a highly relevant landing page.
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Headline 1: Include keywords, brand, or core value proposition.
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Headline 2: Support the description or add a secondary value proposition.
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Headline 3: Add a CTA or value proposition (displays less frequently).
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Path 1 & 2: Use user-friendly terms like categories or keywords.
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Description 1 & 2: Address user needs with solution-focused copy.
RSAs:
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Provide multiple headline and description options for Google to test combinations.
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Ensure headlines and descriptions work in any order for coherence.
6. Utilize All Relevant Ad Extensions
Ad extensions enhance user experience and ad performance, conveying your brand’s story effectively. Common extensions include:
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Sitelinks Extensions: Link to specific website pages.
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Callout Extensions: Highlight benefits like “Fast Service” or “Money-Back Guarantee.”
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Structured Snippets: Detail features based on relevant categories.
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Call Extensions: Display your phone number.
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Location Extensions: Show your address via Google My Business.
7. Adjust Geotargeting Bids
Focus your budget on high-performing geographic areas to increase ROI. For local businesses like apartments or law firms, prioritize nearby customers. Even non-location-based businesses can benefit by targeting areas based on seasonality or user needs.
Example:
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For snow shovels, reduce bids in warm states like Florida and increase bids in snowy regions.
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Lower bids in high-cost, low-conversion cities like New York to save budget.
8. Shift Budgets to Mobile
With mobile devices driving conversions, allocate budgets to mobile-specific campaigns. Use positive bid modifiers to boost mobile visibility or create mobile-only campaigns with click-to-call extensions.
Tips:
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Duplicate campaigns, excluding mobile from the original and desktop from the mobile version.
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Tailor ads for mobile users to enhance engagement.
Conclusion
A well-managed PPC campaign can skyrocket revenue, but every click costs money. By implementing these eight techniques—optimizing landing pages, using negative keywords, choosing match types, evolving strategies, completing ad content, leveraging extensions, geotargeting, and prioritizing mobile—you’ll attract quality traffic and boost sales. Aurora School of Internet Marketing (ASIM) empowers you to master Google Ads for maximum profitability.
