SEO strategists play a key role in successfully campaigning to enhance efficiency in the search engines. ‘Google-Search Engine’ gives keywords priority if the query suits the content of the website. Additionally, it also pushes the search engine ranking page.

Search campaigns are the most prevalent to run in Google and Bing based on the concept of ‘pull system.’ In this method, the ads are delivered to the market’s existing demand. The system has really worked, and many marketers have increased the revenue from the many folds of their customers because this targets those customers who are aware of their needs and who like to be targeted for solutions.

Although search network ads are very costly, they bring real results at the end of the day. Again, being costly, these ads aren’t for small businesses that can’t afford to run ads for longer. Moreover, if the campaign isn’t run effectively, then CPC (cost-per-click) can be too much for any business to endure.

If you want to score better in a search campaign, then start optimizing your pages for keywords that people actually search. Moreover, your CPC rate will depend on your quality score. The lesser the quality score, the better CPC will be.

Now we are going to take a look at important elements of PPC and what measures can be taken to improve the performance for better results.

Keywords Introduction

What most marketers fail in is choosing the right keywords. During  PPC campaigns , marketers target them because they believe it will drive traffic to their website through search ads, which will eventually lead to new customers.

On a surprise note, there are thousands of things that weren’t targeted by any marketer or were never searched before. This leads to targeting keywords variations, which is a great way to stay creative, active and successful in the dynamics of the web.

Keywords variation can be done by keywords types that are of 4 types: Broad Match, Broad Match Modifier, Phrase Match and Exact Match.

Broad Match

The keywords match with your selected keywords, be it spelling errors, synonyms, similar phrase phrases, the singular or plural version of the keywords, etc., Google considers them relevant.

Broad Match Modifier

The word order in search query doesn’t matter as long as your keyword matches the words in the search term.

Phrase Match

Sometimes your keyword matches the words before and after the keyword. In this type, the query will match with your selection only if the entered keyword in search bar matches exactly with your keyword phrase. Words before and after being accepted in this match type.

Exact Match

The query in the search should match exactly with your selected keyword. No word should be before or after, or any additional words should be there. Exact means, exact; it means your ad will only display when a user type exact keyword phrase that you have selected.

Beneath is the example that clarifies more on the topic.

 Keyword Research

A lot of things depend on keyword research. It’s up to you how you find them and how much time you dedicate to finding them. Keyword research is no joke. It needs extensive planning and research to pile up the reports that can actually produce results and give better ROI in the long run.

Keyword Planner is a term in Google AdWords that enables users to research a term or group of terms that suggest ongoing related search ads.

A keyword planner is a place where most of the planning occurs. In simpler words, it’s the place where the planning process begins. If you know the strategy, then you are going to make the most of the polls.

  • When you use negative keywords in Google Keyword Planner, it will automatically lay importance to the targeted keywords, without making much effort. It’s a clever technique, and successful marketers often use this technique to trigger positive search results for their selected keywords.
  • Research on multiple topics related to your industry. Scale every search results and monitor those keywords closely. It will give you a clear picture of the most weighted keywords for best SEO results.
  • Don’t compromise with quality. Moreover, don’t fall into the trap of quantity because nothing can beat the quality, no matter how many keywords you are targeting. Your focus and efforts will be shifted to numerous keywords, too. Hence, prepare the strategy through research and planning.
  • By refining research, “keywords to include” you actually gain something that’s truly valuable to your marketing efforts. You will get suggestions for terms that will boost your overall search ranking in the ads.

Some marketers use Google search to find the trending or most typed keywords within their industry. When you type something, Google gives you suggestions related to your query. Those searches can give you an idea of what to target and what to ignore. Again I say; it all depends on your planning.

Sorting keywords in Ad Groups

Sorting ads in a relevant ad group will give you an edge over your rivals who fail in doing so. However, your keywords are interrelated to each, even though they belong to different ad groups in your campaign. When you insert keywords in your ads, it will only boost your visibility and improve your quality score. Hence, it’s recommendable by every marketing expert, and even Google loves it when you do it.

If you successfully align your keywords, ads, and landing pages, your quality score increases. Google loves you more for doing it. Your ads will be displayed in the most prominent places, which will lead to conversions.

Use Extensions to Increase Ad Performance

Google Ad Extensions help you in creating advertisement experience that will bring impressions on your ad in a much better way and give the user the needed information to the related ad showing in their search.

  • Site link Extensions
  • Call Extensions
  • Location Extensions
  • Review Extensions

Now let’s have a look at some upcoming and surviving trends in the market:


Every day, the internet becomes a bigger place, with guests spending more and more time on an increasing number of websites and social media channels.

Find your audience in new ways and to leverage some of those other channels’ strengths beyond the comforts of Google, Microsoft, and Facebook.

There are a few advertisement channels to find researching here:

  • LinkedIn: Most suitable for targeting practitioners and companies. You can also reach LinkedIn audiences through Microsoft Advertising.
  • Pinterest: Products, services, consumer items, targeting women.
  • Snapchat: Younger age (13-35), video ads, app updates, filters, lenses.

The mobile paid ad strategy is the right approach, which is still often overlooked. Web ad traffic has, in many cases, exceeded desktop as a means of exploration.

PPC marketers who aren’t targeting their target audience for mobile risk wasting paid budgets and missing opportunities.

Start by evaluating traffic volumes coming from PPC mobile devices.

Moderately, use those simple charts in both Google Ads and Microsoft Ads to get a device-by-device snapshot of performance.

This advertiser sees 76 percent of cell phone clicks coming from.

These data can also be analyzed at the level of the campaign to determine whether the bid should be adjusted based on the device.


Utilizing scripts applied to the account, PPC managers need to learn to automate repetitive tasks within their Google Ads account.

Traversing through the world of scripts may seem insurmountable, but it needs to get started.

Free or template scripts are accessible online tools. Google also holds workshops across the country for training.

  1. Voice Search Preparation

A huge number of voice searches might not be getting you yet. The majority of advertisers do not.

But you will need to check the demographic changes in your records.

Be prepared to respond to searchers searching for information voice or negative-out the irrelevant searches.


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