7 PPC Techniques To Improve Your Return on Investment

Pay per click is a powerful marketing technique that can generate countless sales for businesses when used correctly. If you want to make good money from PPC, then you need to learn how to get the most out of your budget.

Since you have to pay for every click you receive, reducing your average cost per click is important for every business. A lower cost per click makes your PPC budget last longer, reduces your average sales cost, and helps make you more profit. As you can see, reducing your marketing costs is a big deal and can often be the difference between making and losing money.

Here at PPC Protect, we know how important it is to save as much money as possible on your PPC campaigns. That’s why we’ve put together this helpful list of things you can do to save money on your campaigns. From adjusting your CPC bids to running A/B tests, these PPC techniques will help you fine tune your campaigns and save you a lot of money!

Include Relevant Keywords

relevant keywords

The first technique to improve the ROI on your campaign is to make sure your ads contain relevant keywords. As you’ve probably read in some of our other posts, quality score is an important part of your campaign and can affect how much you pay per click.

A good quality score means your adverts are relevant to the keyword you are targeting and have a good click through rate. In order to reward you, Google puts your advert higher up on the ranking list, and charges you less! If you’re looking to save money on your PPC campaign, then making your adverts more relevant by including better keywords is essential.

Try to include your target keyword in the main headline as well as in the copy. Including LSI or synonyms of the same word doesn’t hurt as well.

Disable Google Display Network

google display network

For those of you that don’t know, Google’s advertising network spans over a number of different sites. The first and most obvious one is obvious their own search engine website, Google. When you search for a keyword, if you’re bidding enough then you will appear at the top of the list.

However, depending what settings you have enabled on your campaign, your ad will also show up on other websites. To add more websites to its network, Google uses a network of publishers which sign up to display Google ads on their website. In doing so they receive a percentage of the ad revenue every click.

By default, most campaigns will have the Google display network enabled. This means you could be paying people to display your ads on their website even though they might not be that relevant. To save yourself money, turning off the Google display network option is your best bet as then your ad will only display on Google itself.

Target the Right Keywords

target right keywords

As you probably already know and have heard us mention time and time again, targeting the right keywords is the best way to save money. Some people think targeting cheap keywords is a good idea. The problem with that is they are often keywords with no buyer intent and therefore are likely not to result in any sales. You can pay 2 cents a click all you want, but if the keyword isn’t converting, it’s wasting you money.

Instead focus on keywords with buyer intent (hint: they usually have the word buy in them). By focusing on good and relevant keywords, you’re much more likely to see a return on your investment.

Adjust CPC


There are plenty of PPC marketers out there that are obsessed with getting 1 cent clicks. Sure, they are possible, but most of the time they are not worth it. Google works on a ranking system. Currently, there are 4 ad spaces up for grabs above every keyword. The more you bid, the higher up your ad will be displayed until you get to the number 1 spot. If you’re planning on bidding 1 cent per click then the chances are your ad won’t be showing in the first 4 results.

Instead it will get pushed back to page 2 or further, meaning your ad will be lost in cyberspace. Although you might receive a click every now and then, most likely you’ll be better off increasing your cost per click. A good way to do this is to find your best converting keyword and raise your bid. Not only should this increase your average ad rank, but it should also draw in more clicks and sales.

Use Negative Keywords

negative keywords

Working out what keywords you don’t want to target can be just as important as what keywords you do want to target. This PPC technique is often overlooked and is a great way to save you lots of money.

When it comes to keywords, you can choose if the match is broad, phrase or exact. Broad means your ad can be displayed for synonyms and related keywords. Phrase means it will be displayed for other keywords that contain your main keyword. While exact means your ad will only show up for the exact keyword you enter.

If you’re not using exact match, and using either broad or phrase, then it means your ad can show up for a range of things you might not want it to.

If you’re selling a recipe book then you’ll want to target the keywords “recipes” and “recipe book”. If you have phrase or broad matching turned on then your ad could show up for keywords such as “free recipes” and “free recipe book”.

Obviously if you’re trying to sell a book for money, getting someone on your website looking for free stuff is not a good idea. Using negative keywords in your campaign means you can stop your advert from being displayed for certain keywords. In this example, you could use the negative keyword “free” and you advert wouldn’t display for any keywords containing the word “free”.

As you can see, in a matter of seconds you’ve just stopped lots of irrelevant traffic from wasting your PPC budget!

Update Your Ads

google ads

Regularly updating your adverts is one of the best PPC techniques to improve your ROI. By updating your ads, you can try to include new keywords, as well as make them even more relevant. Do you think the big companies with huge PPC budgets make an advert and then leave it? Of course not! They’re constantly updating and monitoring their adverts to try and get the most out of them.

Updating your advert can be things such as restructuring the copy, including new words and phrases, or writing a new ad entirely. Let’s face it, having the same ad for month isn’t a good idea. People get bored and want to see something new. That’s why you should be continually reviewing your ads to make sure they are up to date.

A/B Testing

a/b testing

A/B testing is a crucial part of all online marketing. Without it, you’ll never know how good your advert truly is. A/B testing is the art of trying different adverts to see how well they perform compared to others. You should always be running at least 2 different adverts at any 1 time to so that you have something to compare them to.

If one advert receives a much higher position ranking and click through rate, then it’s probably the best advert. By constantly having another ad running to compare the 2, you can always try out new ads to see if they perform better or worse.

Now you know plenty of helpful PPC techniques to save you money, what are you waiting for? Start optimizing your campaign today. You’ll be amazed at how much money just a few simple tweaks can save you.

Did you know that up to 30% of your AdWords budget is being wasted on click fraud?

You’re losing money to competitors clicking your adverts and botnets stealing your budgets.

If you’re not currently protected against click fraud, then we can help.

To see how just click the button below and learn more about PPC Protect.