How To Increase Ad Clicks in Google Ads

How To Increase Ad Clicks in Google Ads

When it comes to improving your Google PPC campaigns, the main factors that help you determine how well your campaign is currently performing is the total number of clicks your ads are getting, the CTR (click-through rate) of your ads, and the number of conversions.

In this article, we’re going to be taking a look at how you can improve your click-through rates and the total number of ad clicks in order to get more conversions from your PPC campaigns.


Work on ad copy

Let’s start with the most fundamental part of what contributes to getting clicks and conversions – your ad copy.

To start with, it should go without saying that your ad groups need to incorporate expanded text ads. This type of ad allows you to input up to 3 headlines and 2 descriptions which makes them perfect for taking up more ad space in Google search results. But don’t just have one expanded text ad in each ad group, continuously test new ads to find which combinations of headlines and descriptions help increase your click-through rates and pause any under-performing ads as you see fit.

We recommend having between 2-3 expanded text ads and 1 responsive search ad in every ad group to give you the best chances of a having high click-through rates. We’ll be talking more about responsive search ads and how they can help in our next tip below.

Top tip – To improve quality score in your campaigns, make sure you feature keywords in your ad headlines, descriptions and the display URL path.


Use responsive search ads

Responsive search ads are great in helping boost ad group CTRs and the total number of clicks, ‘but what is a responsive search ad’  I hear you ask? A responsive search ad combines multiple headlines and descriptions and over time will optimise which combinations of headlines and descriptions perform best, then showing these high-performing combinations in search results.

For example, if you have 10 headlines and 3 descriptions and Google figures that headline number 6 and descriptions 1 & 3 perform the best, it will show these headlines and descriptions together. It’s unknown how long responsive ads are ‘tested’ by Google but optimisation of a responsive search ad is usually much quicker if the search volume of your campaigns keywords are high.

With possibilities of adding up to 15 headlines and 4 different descriptions, responsive search ads are a great way to test new ad copy and in turn, improve your total number of ad clicks.


Use a range of ad extensions

Google Ads allows you to add a range of ad extensions to your search ads which can help encourage users to click-through to your website. With that being said, each ad extension serves a different purpose so instead of covering them all, we’ll be taking a look at which ad extensions we recommend using that are most likely to help increase clicks and click-through rates.


Sitelink extensions 

Sitelink extensions are the holy grail of all ad extensions in Google Ads when it comes to driving higher click-through rates. This type of ad extension is directly clickable and allows users to easily access different pages on your website without first having to visit your ads landing page. Whilst this may seem irrelevant as we’re trying to drive clicks to the landing page associated with your ads, they’re still useful in generating clicks and having the user visit your website (preferred landing page or not).


Callout extensions

Whilst callout extensions are not directly clickable, they provide a great opportunity for you to showcase the USPs (Unique Selling Points) of your business – these extensions alone can help a user decide whether to click your ad over a competitors ad. Some popular USPs to choose from include:

  • Open 24 Hours
  • Free Delivery
  • Over 30 Years Experience
  • Trustworthy & Reliable

Another great way to use callout extensions to improve your click-through rates is to promote any sales or discounts you wish to promote (if you’re selling a product).


Structured snippet extensions

Much like callout extensions, structured snippet extensions are not directly clickable but allow you to showcase additional information about your business and take up more allocated ad space in Google search results.


Call extension

Call extensions are straightforward and are also one of the most effective extensions in the arsenal – they allow you to attach a clickable business phone number to your ads for users to call you directly. Whilst this isn’t an extension that will drive more traffic to your website directly, a call extension can be great for driving more enquiries over the phone.


Location extension 

The location extension can be useful in helping users recognise that your business is located near them, however, they aren’t suited for every campaign and for every business using Google Ads (such as online businesses).

Location extensions are best suited when your business is open for the public to visit as it will encourage users to click-through to your website and find out more information about your business offerings. What’s best is that if a user clicks your location extension, Google will show them where you’re located in Google Maps, which again, is encouraging the user to click-through and visit your website or physical store location.


Price extension

Price extensions are great to use if you can showcase the costs of your product or service, but we don’t recommend using this extension unless  you can beat competitors on price. 


App extension

An app extension is directly clickable and will take users to the app store on their mobile/tablet device where they can download the app you’re promoting – this is great for businesses trying to promote an app as the end goal is to drive app downloads rather than clicks-through to the website. 


Use the ‘maximize clicks’ bid strategy

Whilst this may sound obvious, we’ve seen many Google PPC search campaigns that could be achieving many more clicks and higher click-through rates by simply changing their campaign bid strategy to ‘maximise clicks’.

But how exactly does a ‘maximise clicks’ bid strategy help your campaigns?

The ‘maximise clicks’ is an automated bid strategy whereby Google will try and get you as many clicks as possible within your set daily ad budget. Now at first thought, you may think that Google is just trying to spend your budget as fast as possible and will get you clicks that are irrelevant and don’t end in a conversion – from our experience using the ‘maximise clicks’ bid strategy, we can confidently say that clicks tend to be relevant and lead to conversions providing you’re not using broad match keywords. Relevant clicks that lead to conversions will also only occur when you’re using the correct keywords in your campaigns that match your ad copy and landing page copy (having a good quality score).


Include competitor keywords in ad headlines

Sometimes even with PPC, you’ll find that users click on competitors ads regardless of your ad position or what your ad text even says. The harsh reality is that your biggest competitors that are also running PPC campaigns using the same keywords in their campaigns that you do have likely spent a lot of time and money on their branding and over time this has helped them become popular within their industry.

At SmallBizPPC we often see this same scenario a lot. We have clients that want to get more enquiries and beat the big-time competitors, however, have much smaller marketing budgets. With that being said, it’s easier to steal clicks from competitors than you may initially believe. You can utilise your ad headlines by having them feature branded competitor keywords which will grab the attention of users in search results and likely encourage them to click-through to your landing page.

Here are a few ways in which you can incorporate competitor keywords into your ads:

  • Why are you better than your competitors? Do you offer faster shipping? Are your prices cheaper? 
  • Point out competitor flaws – do they have high prices? Are their reviews poor?



So there we go! Follow the 5 tips above to increase ad clicks in your Google Ads campaigns and you should be well on your way to better performance and more conversions. If you have any questions surrounding this article or would like to know how we can optimise your PPC campaigns further, please get in touch below.


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Negative Keywords in Google Ads_ How and Why Should You Use Them

Negative Keywords in Google Ads: How and Why Should You Use Them

If you’re reading this blog post right now, you’re probably familiar with PPC and how it works. If not, check out our article that explains what PPC is and how it works

So, what are negative keywords and how should you use them?

You can only get so specific with the keywords you use in your keywords, and as a result, it’s inevitable that your ads will show for irrelevant searches. Obviously, this is not a good thing and is something you will want to reduce as much as possible to save costs. This is where negative keywords come into play. 


What Are Negative Keywords?

Negative keywords are the keywords you add into your campaigns that you don’t want your ads to show for – essentially the opposite of what normal search keywords are. There are a number of different ways to find negative keywords, as well as ways to put them into use. 


Finding Negatives

When finding negative keywords to use, sometimes the keywords worth adding won’t be obvious so will require a little research. These are the tools we recommend using:

Google Keyword Planner

We suggest starting with Google’s Keyword Planner tool. This tool is commonly used for finding keywords worth bidding on in your campaigns, however, it can also be useful for finding negative keywords that you don’t want your ads to show for. A good place to start is by searching the current keywords that you’re bidding on. For example, if you’re an Accountant, you may bid on the keyword ‘accountant’ – you would then put this keyword into Keyword Planner to find any irrelevant keywords that may trigger your ads to show.

Keyword Sheeter

Keyword Sheeter is another great tool for finding negative keywords for your campaigns. As the name suggests, the tool gives you multiple potential search queries that could trigger your ads to show, based on the keywords you input. 

This tool is simple to use and offers extensive useful keyword data that will have you picking out negative keywords for days. You can also download your keywords as a CSV file in Google Ads and import the file directly into Keyword Sheeter.

Search Term Report

Another way to find potential negatives is to check your Search Term Report within Google Ads. With this, you can see the search terms that triggered your ads to show, and from there, find negative keywords worth adding into your campaign. This is a task you should be completing regularly as part of your Google Ads management.


Negative Keyword Match Types

The first choice you have when adding negative keywords is which match type you want to exclude as. If you want to exclude just one term completely, you can use exact match. If you want to exclude a term only in a certain context, then you can exclude it as phrase match. If you want to exclude a certain term in any context with any combination of words, then you would choose broad match. It’s best practice to keep your negatives tight so we don’t recommend using broad match often when adding negative keywords. 


How To Use Negative Keywords

After you have found negative keywords worth adding, you then have to decide how you want to add these into your campaigns. You can choose to add negative keywords in two different ways:

Add to a negative keyword list

Google Ads gives you the ability to create negative keyword lists which can be added to multiple campaigns. For smaller PPC accounts, you may consider using an account-wide negative list whereby all negative keywords in the list apply to the campaigns you choose. Negative keyword lists make your campaigns well-organised and allow you to easily view and add new negative keywords as and when you please.

Add to specific campaigns or ad groups 

You can add negative keywords to individual campaigns or ad groups for more granular control. This can be useful in an account that offers multiple services or products, or businesses that serve in multiple locations. For example, you may wish to add the negative keyword ‘UK’ to your USA targeted campaign.

Negative keywords can help reduce wasted spend and prevent your ads from showing in irrelevant searches – it’s important you have these in your PPC account if you haven’t already. If you require any additional support, check out our Free PPC Account Review.


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The Benefits of Google Ads for Small Businesses

The Benefits of Google Ads for Small Businesses

Google Ads (formerly known as Google AdWords) has many benefits for Small Businesses. Many small businesses fail to use Google Ads effectively, or even at all. This article will explain the benefits of using Google Ads for small businesses and how it can help scale your business.


What is PPC advertising?

PPC stands for pay-per-click, and it’s a paid way of marketing on search engines. As it states in the name, you literally pay-per-click. Essentially, PPC is a quick way to generate conversions by showing your ads to users that are searching for what you offer. A conversion may be a sale, enquiry, sign-up, etc.

There are many PPC platforms available to use, however the most popular is Google Ads.


The Benefits of Google Ads for Small Businesses


Reach customers that are searching for what you have to offer

With Google search ads, you can get in front of people that are searching for what you offer. 

Rather than traditional marketing or advertising, whereby you’re using brand awareness techniques to get your business name out there, PPC gives you the ability to show your ad to people that are directly looking for what you offer – this may be a product, service, etc. Brand awareness ads can be great to do if you have the budget, however if not, they will burn your marketing spend without any real return on investment to show for it. We will talk about using Google Ads for brand awareness further on in this article.

The intent is very different with PPC – anyone searching on Google using keywords you choose is likely looking for what you offer at that moment in time. This means they are more likely to visit your site and result in a conversion.

Get results fast (don’t wait around for SEO)

Optimising your site for search engines can result in a long wait before you see and real ranking improvements. While SEO is critical for any business to thrive online in the long-term, Google Ads will get you results faster short-term.

With SEO, there’s no guarantee you will make the first page for certain keywords you wish to rank for, no matter how much effort you put into search optimisation. With PPC, if you have the budget to be able to afford the keyword click prices, you can reach the top of search results pages in no time. 

As with many small businesses, it’s impossible to compete with big competitors – they have more advertising budget & more resources to help them rank in organic search results. With Google Ads, it’s essentially a keyword auction which allows you to get the number 1 spot. You may not be able to compete with them organically just yet, however you can by using paid ads.

Top tip – Extensive keyword research will help you find affordable keywords to bid on that will, in turn, help you achieve conversions.

Target specific customers

With Google search ads, you have the flexibility to target a wide range of potential customers using different keyword match types. Using different keyword match types allows you to target the keyword terms that your audience will be most likely to be searching for. You can choose to bid on vague/broad keywords, or exact match keywords to target people specifically looking for what you offer. 

Using broad & vague keywords is useful for what we like to call ‘keyword fishing’ – whereby you review search terms from those broad keywords on a regular basis in order to find potential exact match keywords that convert and are worth adding to the current list of keywords you bid on. For example, an estate agent may bid on the broad keyword ‘property’ to begin with. They will then be able to review the search terms of this keyword to find more specific keyword terms to bid on, such as ‘properties for sale near me’. 

You can also choose to show ads at certain times, in certain locations, for certain devices, and much more.

If you run a Display Network campaign, you can also choose certain websites where you want your ads to be shown on (providing they support Google Ads).

Measurable results

One great benefit to PPC advertising is that all your results are measurable. 

You can easily monitor and optimise your campaigns in Google Ads, and if you have conversion tracking set up, you have the ability to measure and optimise further. Google Ads offers a user-friendly interface that makes data analysis super easy. You can easily view your spend, clicks, impressions, conversions and much more.

It’s simple to see which campaigns are working well, and where to allocate your budget for improved performance, however, the real skill comes in optimising your performing campaigns to improve your ROI whilst still generating plenty of conversions. We offer expert PPC management for small businesses and our primary focus is to bring small businesses a fantastic ROI with the click budget they’re using.

Data-driven marketing is a must for any small business that wants their digital marketing to bring a positive ROI.

Suitable for any budget

Depending on your business industry and how competitive your keywords are, PPC offers plenty of flexibility in terms of budget.

Whether you are looking to spend hundreds, thousands or even tens of thousands, you can spend as much as you like, or don’t like. Google Ads offers the flexibility to trial whatever click budget you like, however, it’s worth noting that click prices for each industry vary widely – we’ve seen click prices from as little as £0.40p per click, all the way to £25+ per click.

You can limit your spend in a variety of ways within Google Ads. We recommend either setting a daily or monthly budget for each campaign and using Cliteq’s budget tracker script for ultimate budget monitoring.

Beat the competition

Google Ads allow you to directly compete with your competitors – whether they advertise for the same keywords you do or have first-page organic rankings, PPC allows you to compete against your competitors. 

If your competitors are running PPC ads, you can use this as an advantage to find what keywords they’re bidding on. From there, you can begin to bid on the same/similar keywords in an attempt to steal their paid traffic. Granted, you may not have the budget to compete with some of your larger competitors all of the time, however, you will still be able to show your PPC ads against theirs in search results some of the time.

You can also beat your competitors in Google Ads by creating a competitor campaign – this is essentially a campaign where you base all your keywords on competitor brand names. For example, Asda may bid on keywords such as ‘Tesco’, ‘Sainsbury’s’ and ‘Aldi’ to try and steal their website traffic. Generally speaking, company brand names can be relatively cheap too so a competitor campaign is worth considering.

Brand awareness

Google Ads can be used to target terms related to your industry, products or services in order to get your brand name out there.

Whilst brand awareness isn’t the primary reason many small businesses use Google Ads, if you have the budget to do so, it’s worth testing. Targeting broad keyword terms around your brand name can ensure your ads get in front of anyone searching for terms related to your business or industry. Having a brand awareness campaign can also help fight off competitors bidding on your brand name. 


One powerful and very popular feature of Google Ads is the ability to remarket to your previous website visitors.

Once someone has been on your site (whether this is off the back of an organic search click or PPC ad click) you can remarket to these users. 

Why would you do this? In short, sometimes the user journey requires more than one website visit in order for them to become a converting user. You need to remain in front of previous website visitors to encourage them to visit your website again and convert. Generally speaking, for a user to visit your website in the first place, it means they’re somewhat interested in what you have to offer. The goal is to continue growing the interest until the user converts.

You need to act while their needs are still fresh, and your product or service is still something they are thinking about. We recommend setting a 30-day remarketing audience up in Google Ads as this is a good time frame to remarket to recent website visitors.


Google Ads has many benefits for small businesses, and can play an important role in your digital marketing strategy.

If you’re looking to achieve short-term results then PPC is a no-brainer. We can help with everything from new PPC account setups, right through to regular management and optimisation to make sure you’re getting the best ROI from your PPC account as possible – get in touch today!


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Which Google Ad Extensions Should You Use?

Which Google Ad Extensions Should You Use?

To expand your ads and generate more clicks through to your website, Google’s ad extensions are worth using. Extensions add useful business data below your search ads and for that reason, extensions are recommended for just about every advertiser using PPC text ads.

In this article, we’ll be listing the extensions you can setup manually within Google Ads, and the purpose behind using each extension. Google also offers automated extensions that may show without manually setting them up first. 


Best practises

Bear these best practices in mind as you choose and set up your extensions:

  • Use every extension that is relevant to your business offerings – extensions are free to use and they’ll only show if they’re predicted to improve your ad’s performance. It’s important to make the most of this opportunity within Google Ads.
  • Consider adding 4 or more extensions for best practise – we recommend adding a minimum of 4 extensions to give you the best chance of at least one of those extensions showing in each search. 
  • Add a variety of extensions – if suited to your ads, try to add as many extension variations as possible.


Choosing extensions

When choosing which extensions to create for your search ads, it’s important to choose them based on your primary advertising goal. Here are common advertiser goals and the extensions that can support them:


Goal: Get local customers

If you want to direct people to your physical locations (like shops or restaurants), here are extensions worth considering:

Location extensions

Encourage people to visit your business by showing your location, a call button and a link to your business details page – which can include your hours, photos of your business and directions to get there. 

To learn more, check-out Wordstreams Location Extension Guide.

Affiliate location extensions

Affiliate location extensions help searchers find retail chain stores that stock your products.

To learn more, go to About affiliate location extensions.

Callout extensions

Add additional text to your ad, like “Buy One Get One Free” or “Open 24/7”. Callouts can be used to encourage people to convert offline.

To learn more about callout extensions and how to use them, read this article from Search Engine Watch.


Goal: Drive enquiries

If you want people to call or text you, use call extensions or message extensions:

Call extensions

Encourage people to call your business by adding a phone number or call button to your ads. This can make it easier for users to call you when browsing on mobile. 

Message extensions

Encourage people to send you text messages from your ad. This extension is available globally at the campaign or ad group levels.


Goal: Get customers to convert on your website

Getting searchers to visit your website and enquire can be easier using these extensions:

Sitelink extensions

Link people directly to specific pages of your website such as the ‘contact’ or ‘about us’ page.

Callout extensions

Add additional text to your ad, like “free delivery” or “24/7 customer support”.

Structured snippet extensions

Showcase information that potential customers will find most valuable by selecting a predefined header (such as services). This extension is useful for listing what your business offers before a user even clicks through to your website.

Price extensions

Showcase your services or product categories with their prices, so that people can browse your products right from your ad.

This extension is only available in selected countries. To learn more, go to About price extensions.


Goal: Get people to download your app

App extensions

Encourage people to download your app. Available globally for Android and iOS mobile devices, including tablets.


Which Google Ad Extensions Should You Use?

So now you’re aware of which extensions are available for you to use in Google Ads and the benefits of using them, have a go at setting extensions up and finding out what success they bring to your PPC campaigns. 

If you need help setting up your ad extensions, please get in touch.


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should small businesses Invest in ppc?

Should Small Businesses Invest in PPC?

Pay-per-click ads that appear in Google search results can be an effective way to generate traffic – particularly traffic that converts into customers. They appear in almost every Google search and you’ve probably heard about them before, but are PPC ads useful for small businesses?

If you choose the right keywords, budget, and have a well designed landing page, you can buy your way to the top of the results page. In some cases, like the above, searchers might even need to scroll down before they get past your ads. That’s a good thing too – we want our ads to take up as much space in search results as possible to help attract more clicks & potential customers.

With that being said, Google Ads also makes it easy to spend a lot of money very quickly. If you aren’t quite comfortable with what you’re doing, you could blow through your whole marketing budget in a day.

So, is PPC a good fit for your small business?


Why use PPC ads for small business?

PPC and Google Ads can be worth it for small businesses—if you know when they make sense and how to create, manage & optimise them. 

Here’s six advantages of running PPC ads on Google Ads:


1. Reach people when they’re looking for you

If you target the right keywords with PPC ads, you can get in front of potential customers at the exact moment they’re looking for your products. For example, if a user is looking for a new pair of trainers, you could bid on the keyword ‘trainers’ and get your ads in-front of them. With PPC you’re essentially targeting what we like to call ‘warm users’ (people already looking for the services/products you offer). 

2. Target based on geography

If you run a small business that targets the local area primarily, you won’t be too focused on going after national or international customers. Within Google Ads you can setup location targeting for each of your campaigns, therefore allowing you to only show your ads in locations you specify. You can, if you wish, also target users on a national and international level within Google Ads.

4. Send people to specific landing pages

When someone clicks on a PPC ad, they get sent to a page on your website. One of the strengths of PPC ads is that you get to choose which page that is. Compared to SEO, they won’t necessarily land on the page you would like them to, therefore taking them more steps to build trust in your website and enquire. 

A lot of people send PPC traffic to their home page, which is ok (if not ideal). But one of the major strengths of PPC is that you can send people to custom landing pages that are optimised to convert.

By sending people to landing pages that offer what they’re looking for, you can increase your chances of converting them into customers.

5. Track results easily

With PPC ads, you can track click-through rate, ad spend, and conversion rate on landing pages. You can A/B test different ad copy and landing pages easily to maximize ROI.

One reason PPC ads are such an attractive marketing tactic is the ability to track ROI. Return on investment is a huge consideration for your marketing budget, and PPC ads will give you all the data needed in order to figure out whether they’re bringing you a positive return on investment.

A well-setup & optimised account plays a huge part in getting the best ROI from your account as possible.

6. Get results quickly

Other approaches to getting seen in search engines can take a long time to start working. For example, your SEO efforts – whilst still important, it can take months if not years to see any progress in search results. The conversion process is longer and more difficult to measure.

PPC ads will get you results much faster than most other marketing tactics. 

If you have the knowledge, ad copy, keywords, landing pages & budget ready to spend on PPC ads, they are a simple way to start getting conversions.


Unconventional uses of PPC ads

In addition to the standard benefits of PPC ads, there are a couple of nontraditional uses that people use PPC ads for.


Targeting competitors 

PPC ads let you target based on keywords. For most websites, a lot of traffic comes from branded searches – that is, people typing the company name directly into Google. 

By bidding on competitors keywords, it allows you to get your ads shown above their website listing in organic search results. For example, McDonalds may bid on the keyword ‘Burger King’ in order to show paid ads above Burger King’s organic listings in Google search results.

It’s a clever way to steal traffic from competitors, however be careful as if your competitor spots that you’re running PPC ads for their brand name, they may start to bid on their own brand name to replace your ads.


Testing keywords for SEO 

Because PPC ads are relatively inexpensive and easy to measure for most business industries, they can be a great way to test out which keywords work for your business. 

PPC allows you to bid on as many keywords as you wish and can be a great investment tool to find out which keywords drive conversions for your business. If you focus on search-engine optimisation, or plan to do so in the future but don’t know which keywords are worth implementing into your SEO strategy, you can measure keyword results in your PPC account and from their decide which ones you want to use in your SEO strategy.

Things to consider before using PPC ads 

Google Ads is a powerful tool that can serve a few different functions in your marketing. Still, there are a few things you should consider when deciding whether or not Google Ads is worth it for your small business.


Burning money

Google Ads isn’t free. Because you’re paying by the click, it’s possible to spend a lot of money very quickly if you’re not careful. As you’re learning the ropes within Google Ads you want to make sure you understand your daily budget limits, as well as how Google is going to deploy that budget. 

At the same time, you’ll want to make sure that your messaging and landing pages are well designed and user-friendly – otherwise you’ll be sending good paid traffic to a poor landing page where users won’t convert. In another article, we explain what it takes to run a successful PPC search campaign.


Keyword selection is vital

The keywords you choose to advertise on are critical, as they determine who is going to see your ad. They can also be a big reason why you waste a lot of money.

First of all, people need to be searching for your products or services. Although many conversions start with a Google search, some audiences or industries are less likely to be driven by revenue from search results.

Google’s Keyword Planner gives you keyword volume and cost-per-click information that can help you figure out how many people are looking for you, and the average cost-per-click it’s going to cost in order to get in-front of those people. If there isn’t enough volume around the keywords you wish to bid on, your success with PPC will be minimal.

Secondly, you need to understand searcher intent. Searches most likely fall under one of three  categories:

  • Informational: A searcher is looking for information on a specific topic
  • Navigational: A searcher is looking to find a particular website
  • Transactional: A searcher wants to buy something

PPC ads are best suited to transactional keywords such as ‘buy glasses online’ or ‘property surveyor near me’ – because the people who make those searches are likely to convert.

Finally, it’s best practise to actually Google each of your keywords – even a transactional keyword can be a bad choice if it targets the wrong audience. 


So, should small businesses invest in PPC?

PPC ads and Google Ads can be effective for small business – if you use them correctly. 

Used right, with the correct knowledge around setting them up and optimising regularly, Google Ads can help you precisely target your audience and drive conversions quickly.


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How To Run A Successful PPC Search Campaign

How To Run A Successful PPC Search Campaign

Keyword Research

Although you may think you know your business and what your customers tend to search for, thorough keyword research plays a vital part in a successful search campaign. Initial research enables you to determine the best keywords/phrases to drive relevant traffic to your website.

By doing this, you’ll know from the get-go whether or not the terms you’re planning to bid on have search volume, and you’ll be able to identify additional keywords relevant to your product/services that you initially wouldn’t have thought of.

Within your Google Ads account, you’ll have access to the Keyword Planner tool. This tool is super useful as it’s where you can find potential keywords to bid on, average cost-per-clicks for those keywords, as well as search volumes. There is also a range of other useful keyword research tools, such as:


Campaign Structure

Wonder why account structure is one of the most important factors in successful search campaigns? Well firstly for your own sanity – you don’t want to get lost in the mess! But by having a clear structure, you’ll also be able to efficiently manage different KPIs (key performance indicators), keywords, budgets and campaign groups without a problem.

Unless your account is very large, the average account will typically only have a couple of campaigns, all separated for a purpose. For example, if a roofing company wished to advertise their roofing repair service as well as their new roofing service, they could potentially have those split up into two separate campaigns. By having those different services split out into separate campaigns, it allows for easy budget control as well as being able to monitor the performance of each campaign separately.

Under each campaign you’ll need ad groups, and using your keyword research, we recommend grouping relevant keywords together to form these ad groups. It can also help to organise keywords into each group based on their match type. You could have an ad group dedicated to Broad Match Modified keywords, and another for Exact Match keywords. This can also help with budget control.


Ad Copy

When writing ad copy for your campaigns, it’s important to keep your customers in mind at all times. You want to create ads that are relevant to your keywords and landing page, whilst also drawing in searchers using compelling ad text. By using call-to-actions and incentives in your headline such as ‘Get A Free Quote’ or ‘50% Off Sale’, you’re increasing the chances of your audience clicking through to your website and becoming a customer or client.

It’s also important when it comes to writing effective ad copy that you split test multiple ad variations to make sure you are continually improving your click-through rates. 

For more details on creating search ads, check out our article –  ‘How To Write PPC Ads That Convert’


Ad Extensions

Ad extensions ensure a higher click-through rate by making your ads more prominent and by adding trust to the searcher. They also provide additional information helping make the ad even more relevant for the user.

As standard you should be aiming for a range of Sitelink & Callout extensions, however other extensions can be useful useful too. As of 2019, these are the current ad extensions available within Google Ads:

  • Location extensions

  • Affiliate location extensions

  • Callout extensions

  • Call extensions

  • Message extensions

  • Sitelink extensions

  • Callout extensions

  • Structured snippet extensions

  • Price extensions

  • App extensions


Additionally, ad extensions also benefit towards your overall ad rank, helping you achieve those top spots in search results for a lower cost-per-click.


Adding Bid Adjustments

Managing bids at either an ad group or keyword level is great, but with bid adjustments you can set bids based on a number of other factors including:

  • Location
  • Demographics
  • Device
  • Hour of the day/time of week

Once you have a significant amount of data, you’ll be able to review performance and add in the necessary bid adjustments. For best practise, we recommend adding bid adjustments only if you have conversion data within your account. 

For example, desktop users are gaining more conversions at a lower cost-per-acquisition, so using this data you could set a 10% increased bid adjustment as desktop users are more likely to convert. It’s important to check these bid adjustments regularly to make sure they’re serving their purpose correctly.

Keep in mind when using multiple bid adjustments, that these will be multiplied against each other!  Therefore if you had a maximum CPC at ad group level of £1, but added a location bid adjustment for Nottingham at 20% and had a mobile bid adjustment of 10% your max. CPC would be £1.30.


Automated Bidding Rules

Automated bidding rules are a true life saver!

By setting up automated rules you can automatically make changes to keyword bids, campaigns, ads, budgets and more, based on specific requirements (that you choose) – which really takes off the heavy lifting and allows you to focus on the fun stuff.

For example, if you were worried about your ads falling below the first half of the page, you could set up a rule to increase your bid whenever it’s below a position 3 – (to set up these rules, look under ‘Tools’  in the top right corner of your account)

Using rules will help you save time by making frequent changes for you. It’s definitely worth setting rules up, however remember to monitor any rules you have in place.


Regular Optimisation

You could have automated rules set up, amazing ad copy and structure but you still need to frequently check in on your account, make manual changes and ensure nothing is going terribly wrong. Manually optimising your account on a regular basis allows you to spot any abnormalities, as well as possible opportunities to achieve more conversions and hit your KPI’s!

The main areas you should be checking on within your PPC account:

  • Budgets – you need to ensure you’re not overspending/underspending so monitor budgets regularly. We recommend installing this Budget Tracker Script by Cliteq for ultimate budget control.
  • Keywords – look out for higher spending keywords that may not be contributing positively to the account and lower bids where needed, or increase bids on lower spending keywords which are converting well. 
  • Review your search queries – always keep on top of your search queries as irrelevant search queries may need adding as negative keywords to prevent them showing in the future. There may also be new keyword opportunities that you find when reviewing you accounts search terms. Always be on the lookout for search terms that convert often but are not in your pack of keywords you bid on currently – adding these as keywords could help increase conversions for a cheaper cost!
  • Ads – check for any disapproved ads and split-test new ads against current high-performing ads within your account.
  • Conversions – dips in conversion data could mean you have an issue in your account.
  • Landing Pages – it’s important to check that all landing pages are working and loading correctly. After all, you don’t want to pay for a click only to lose a possible conversion because your website is broken! This Link Checker script is super useful for checking all landing pages and sitelink URL’s are working in your account.


Hopefully these top tips have helped give you some insight on how to run a successful Search campaign! If you wish to find out more about how your account is performing, and how it could be improved, check out our Free PPC Account Review.


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What is PPC & How Does it Work_ (1)

What is PPC & How Does it Work?

PPC stands for pay-per-click, and it’s a paid way of marketing on search engines. As it states in the name, you literally pay-per-click. Essentially, PPC is a quick way to generate conversions by showing your ads to users that are searching for what you offer. A conversion may be a sale, enquiry, sign-up etc.

It can be a great marketing method if your average CPC (cost-per-click) is low within your industry, enabling you to still have a good return on investment (ROI). PPC can be extremely competitive in some industries and requires regular maintenance in order to maintain regular conversions and good overall PPC account health.

PPC often changes too – from Google Ads rules to industries becoming more competitive over periods as short as a couple of days – so you have to constantly adapt your PPC strategy and keep close eyes on your account performance.


How Does It Work?

Once an advertiser has set up their ads in a search engine advertising platform (such as Google Ads or Bing Ads) and has added relevant keywords that they wish their ads to show for, they then set keyword bids for how high up in the ad section of the search results they want their ad to show. It’s worth knowing that the cost-per-click for each keyword you bid on will vary.

For example, say that in the roofing industry the bid for the number one position on the front page of the search results for the exact match keyword ‘roofing services’ is £3.40, but say you’re bidding at £3.00, you won’t get that top spot. Not to worry though, you’ll be able to see roughly what position your ads are showing in based on your keyword bid using the ‘Search Abs. Top IS’ metric (percentage of your search ad impressions that are shown in the most prominent search position) and the ‘Search Top Impression Share (IS)’ metric (the impressions you’ve received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location). It’s also worth noting that the ‘Search Top Impression Share (IS)’ metric refers to the top location as being anywhere ads appear above the organic search results. 


Google Ads metrics


However, as previously mentioned, PPC can be very competitive. If you’re bidding high enough for that first-place position but your competitor is also bidding for that top spot, what happens then? Well, the advertising platform you’re using will then look at other varying factors to determine which ad is best suited for the position.

The most common things that factor into your ad’s position are:

  • The quality of your ads (Quality Score)
  • The expected impact from your ad extensions and other ad formats
  • Landing page experience
  • Seasonality


What is Google Ads?

Google Ads (previously ‘Google Adwords’) is Google’s very own advertising service which allows you to market in the Google search engine and its affiliate sites. Google Ads lets you do this via the use of placed text ads that appear when people search for terms that relate to your ad’s offering. For advertisers to get their ads shown in front of potential customers, and for Google to make money from its search engine, advertisers bid on certain keywords they wish to show for.

Google’s Display Network (GDN) is also a way for advertisers to show their display/visual adverts. The GDN is a large network of sites that allows Google to display advertisements on. Generally speaking, Display Network clicks are less expensive than those on the search network.


How Can PPC Benefit You?

Pay-Per-Click – As the name of this marketing method states, the great thing about PPC is that you pay for clicks, which is a lot more valuable than paying for impressions (providing you’re bidding on the correct keywords). With a click, you’re not necessarily guaranteed a conversion off the back of each ad click, but it still creates brand awareness and new website users.

Budget Control – With PPC, you have constant control of your account spending. You determine both your daily and monthly budgets depending on your marketing strategy.

Faster Results with PPC than SEO – Desperate for results? Start with PPC. Pay-per-click marketing can provide a substantial amount of traffic for a predictable amount of money in less time.

Targeting – The great thing about pay-per-click is the in-depth targeting you can set up. It’s not quite as detailed as Facebook ad targeting, but it still does the job to a high standard. For example, within Google Ads you can target specific devices, locations, keywords and ad schedules. This allows you to get in-front of potential customers at exactly the right time.

Better ROI – Because you only pay-per-click, this makes it easier to manage your costs and calculate your estimated ROI. Also, if you’re tracking conversions, PPC makes it easy to track your average cost per conversion and which events on your website convert the best.


Starting Your Very Own PPC Account

Hopefully, this article has given you a good basic overview of PPC marketing.If you wish to get started with your very own PPC account or have any questions, please get in touch below.


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