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How To Increase Conversion Rates



How To Increase Conversion Rates

A high conversion rate is crucial to the success of your business. 

If you’re focused on content marketing, you need to get user intent right. When your content aligns with user intent, you’ll get more clicks from Google, people will stay longer on your page, and fewer people will bounce. 

Moreover,  in time you can make content rank with less effort. That’s important given how much time and effort it takes to create content and then make it rank. 

There are four different forms of search intent

They can be categorized as informational, navigational, transactional, and commercial. 


Each form of search intent has a good chance of leading to a successful conversion, of which there are two points:

  1. Getting the user to click on your link when it shows up in the results, also known as the click-through. 
  2. Getting the user to click on a CTA button or take some other action once they’ve landed on the page, also known as a conversion.

In the case of point one, understanding search intent is critical to getting those clicks and maintaining interest on the page. You’ll need to consider what you want people to do once they are on your page regarding point two. The search intent should help you define the best approach. 

1. Informational

Informational search intent relates to when the user is searching for, yes, you guessed it – information. Information searches are often posed as questions. Examples of informational searches include “how much does beer cost in Spain?” or “how do I work out the volume of a cube?” 

Informational searches are not exclusively question-oriented. They could also take the form of descriptive phrases, such as ”the five senses of the human body” or “the elements of the periodic table.” 

With informational searches, you generally want to do two things:

  1. Provide that succinct answer if someone is looking for this.
  2. Provide a comprehensive answer for people who want more information. 

As long as the user is seeking information, their corresponding search intent can be categorized as informational.

2. Navigational

If you want to find specific website content, such as BBC Sport tennis content, then you’re likely to conduct a navigational search. People often turn to Google to do a navigational search because it is far quicker than searching for the website and finding the resource. 

People often do this type of search.

Navigational searches work best for a site with a clear structure. You’ll notice in the example above, that “BBC Sport Tennis” has its category, with clear sub-categories. Google presents this information to the searcher so they can navigate to the appropriate page.

3. Transactional

Transactional searches are done by people looking to buy something. You want to be ranking at the top of the page for transactional search terms relevant to your business.

Transactional searches have two distinct conversion points. You have the CTR to your page and the conversion from a viewer to a buyer. The types of search terms that users will try for transactional search intent could be something along the lines of “iPhone 13 mini refurbished” or “shop Speedo men’s trunks.” 

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You will need to experiment with your meta headline and description to maximize your CTR from the search results to your site. Also, you need to provide a streamlined online checkout process to generate those sales.

4. Commercial

Commercial searches are done before a user purchases a product/service, and they often cast the net wide due to their generic status. Examples include “local Chinese food” or “cheapest mobile phone SIM deals.”

With a commercial search, users don’t target a specific brand. Instead, they conduct a wide-ranging search that they hope will lead them to brands that meet their requirements. 

A lot of commercial searches lead to roundup blog posts or similar. 

Help each user answer their question by providing detailed content on your website related to their query, alongside the top of the funnel content. For example, if a user types in “what suit style is best for the office,” you need to provide content on your site (via a blog post or in-depth reviews) that covers this question.

The formal suit brand Moss Bros. has a blog section that has great content for users doing commercial searches that correspond to this topic. Their blog post on looking stylish in the workplace is a great way to prepare for searches like this.  


As long as your on-site content is well-written and provides meaningful insights to the user, you should see a significant upturn in your conversion rates and click rates. 

How to make your content search intent friendly

Now that you know the four different types of search intent, it’s time to look at how to make your content compatible with them all. 

1. Examine the content for rating purposes

Before creating or optimizing your content, you need to review the competitive landscape. A little competition analysis goes a long way.

It’s easy to review SERP results. Go into incognito or private mode in your browser, search for “local results search checker,” and then choose one of the tools that come up. SEObility is a great one to try.

Type in your specifics and examine the results. It would be best if you then did a detailed review of the ranking pieces of content. A Google Chrome extension such as Detailed is excellent for reviewing headings on a page, amongst other considerations such as article length. 

Your goal is to understand what users are looking for by reviewing what people are being shown. You need to create content that aligns with what is being delivered to users. Then use a solid content calendar to schedule your content.

Also, check how the results are being displayed. Is there a featured snippet? Does the featured snippet adequately answer the user’s needs? 

Snippets are seen as highly valuable on SERPs. Ahrefs discovered that after analyzing 2 million featured snippets, 8.6% of all clicks were dedicated to the snippet. Furthermore, 13% of all search results now return a featured snippet, highlighting their importance. 

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Google creates featured snippets using existing relevant content. Content that answers questions often gets turned into snippets, which means that you also need to know the questions that your target audience asks. You also need to add relevant H2 and H3 tags to your content as Google uses them to create list snippets. 

2. Examine the results of related searches

As you review the search results, look for the PAA (People Also Ask) box, which typically appears below the top search result. It gives related questions to the one you asked and other questions that other users often type in. 

For example, let’s say you type “how to make cheese” into Google. The PAA box lists related search queries – you can even click on each of these to reveal more. 

Each search has a website hidden behind its inverted caret, giving you an idea of the sort of website content you need to be producing to be ranking highly on Google to answer such a user query.

Ideally, the content you deliver to users should address the critical phrase and related terms. Creating such content will make it more likely to address the user’s search intent, which means your content can rank higher and faster.


For this example, has just the right level of engaging and specific content to be ranked so well. Look at what the website does well, and consider doing the same for your site. 

3. Produce optimized content

Finally, now that you’ve learned the various steps necessary, pitfalls to watch out for, and the best examples to follow, you are now ready to produce your optimized SEO content.

Plan out an article outline that directly answers the user’s search intent. It would help if you based this on a review of content already ranking highly on search engines. 

Some practical SEO tools on the web can help you create content that fits search intent. Surfer SEO is one example – it uses Google Natural Processing API to sift over search results and give you access to a list of the most important keywords.


Tools such as Surfer SEO give you the keys to optimized content. They help you understand search intent by identifying what terms you should include in your headings and within the text.

They’ll also suggest if you need a definition to appear in a featured snippet. 

Other tools can also give you an idea of how much it costs to rank higher for given keywords. Seobility has an excellent free tool that does just this, called How Much to Rank. 

4. Optimize Your Metadata

Your metadata is the short section of information about your website that appears in search results. Metadata includes the meta title (the main clickable section in blue) and the short meta description. It aims to give browsers a concise summary of the website’s content or a “highlights package” that entices users to click through. Ardent Growth’s website, for example, has the meta description below:

To optimize your metadata and help you ensure high conversion rates, you need to ensure that your meta title is packed with high-ranking keywords. A tool such as Google Keyword Planner can help you find such keywords effectively.

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Your meta description must also be relevant to what your page content is all about. If it’s irrelevant or deliberately misleading, Google will penalize your website. Misleading descriptions will directly harm your ranking, traffic, and conversion rates.

5. Review the Results

Now that you’ve optimized your website, it’s time to review the results of your labor. 

Your main aim is to achieve greater visibility on SERPs – the higher your result in the SERP, the higher your click-through rates will be. Thus, the higher your conversion rates will be.

It would help track your search position against your click-through rates, as the two have a direct relationship. According to Linkgraph, websites that show up first on SERPs are ten times more likely to get clicks. It might be time to revisit its content if your site doesn’t get a noticeable bump in its CTR despite ranking high in the search results.

A ‘CTR by rank position chart’ is an effective way of tracking and reviewing your results concerning your position when compared to your CTR.

You should also measure other statistics, such as time spent on your page by users. This metric will indicate how engaging and valuable your website content is to users – the value of your content also has a significant impact on your conversion rates.  

Google Analytics has an excellent “average time spent on page” metric that you can use to measure this. However, it does have its limitations (according to Quietly Insights). Be wary of relying on tools such as this entirely. 

Wrapping up

Search intent is crucial to SEO and ensuring high conversion rates as a business. Nowadays, the average consumer turns to the internet before making purchases. Mastering SEO is crucial to any business’s digital transformation.

Your content must correlate with search intent to keep climbing Google mountain and maintaining your spot up there. This article should have given you an outline of the different types of search intent before taking you through the next necessary steps to take action. 

Optimizing your content for search intent is no walk in the park, but we hope that you’re now armed with the proper ammunition to push forward with your plan. 

We wish you the best of luck with the future of your business and the hunt for higher conversions!

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Use Customer Lifetime Value to Find More Clients



Use Customer Lifetime Value to Find More Clients

With new privacy rules continually changing the landscape of third-party data, brands are increasingly becoming more focused on understanding their current customers in order to make more sophisticated marketing decisions. One approach to this is utilizing customer lifetime value (LTV) to segment your best customers and ultimately find more of them. In this article, we’ll provide a brief outline of LTV but you’ll want to attend Hero Conf 2022 in Austin, Texas for a more in-depth breakdown with key takeaways.  

What is customer lifetime value?

The lifetime value of a customer, or customer lifetime value (LTV), represents the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime. 

*Note on calculating LTV*

Now to be fair, there are a number of varying ways to calculate LTV going from relatively simple, to complex and complicated. This article will not be focused on evaluating the best approach or even how to calculate LTV.  I do have some preferred tools which I’ll share at Hero Conf- but ultimately finding the best tool that works for your brand is important. 

Large brands like Amazon and Starbucks have documented how their understanding of LTV has influenced their marketing and overall business decisions. Smaller brands who often have limited resources in their pursuit of growth often overlook LTV or don’t truly appreciate how helpful it can be to their overall growth.

Which campaign is performing better?

Take a look at the chart below – at a glance – which campaign appears to be performing better?

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Campaign A Campaign B
Clicks 2,000 2,000
Purchases (Conversions) 1,000 780
Cost/Click (CPC) $5.00 $6.50
Cost $10,000 $13,000
Cost / Acquisition (CPA) $10.00 $16.67

Most digital marketers, including myself, would say campaign A.  More purchases (revenue), lower CPC, and lower CPA. Seems pretty obvious. 

But a question that’s worth asking is – what if campaign B focused on acquiring a better quality customer?  Someone who purchased a higher average amount bought more frequently, and stayed, is a customer of the brand for a longer period of time.  Ultimately, a customer with a higher LTV.  The question of which campaign is performing better looks a lot different when LTV is factored as a metric and could lead to very different marketing approaches.  

Looking beyond CPCs & CPAs

These are conversations that more brands should be having. Looking at CPCs, CPAs and the revenue from the first purchase are all very common KPIs, but they can be misleading and myopic. Factoring in LTV provides a more holistic approach to making marketing and overall business decisions.  

Going a step further, brands that decide to utilize LTV often come across the hurdle of how to efficiently segment their best from worst customers. In the workshop, I’ll share the most effective analysis that we’ve found.  For brands on Shopify, we’ll take it a step further and offer a valuable app that will both help solve LTV and segment your customers as well.  There are a number of apps in the Shopify App Store that can help calculate your LTV and effectively segment your customers for you, but there’s one that we’ve found to be leaps and bounds ahead of the rest.   

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Finally, once you’ve segmented your customers, you now have the ability to supercharge your marketing efforts to find more of your best customers, while also excluding targeting anyone who you believe might be exclusively bargain hunters or cherry pickers.  


If you’re interested in scaling your brand, you’ll want to attend this workshop.  Understanding LTV and how to find more of your best customers will be an invaluable tool that will help move the needle for your brand in 2022.  Key takeaways will be: 

  • How LTV has shaped the decisions of large brands we all know
  • How LTV provides a more holistic picture of success within paid search
  • How we’ve helped a women’s apparel and homeware brand find more of their ideal customers
  • Tactical insights (including apps/tools) on how to implement an LTV strategy within paid search

Hope to see you there!

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Tips for Optimizing a Localized PPC Account



Tips for Optimizing a Localized PPC Account

Before jumping into the components of a local PPC account and why it matters, we should first define what constitutes a local PPC account. The basic definition is that it targets customers within a specific region. The strategy for localized PPC specifically involves using local keywords and geotargeting.  One would quickly assume that only brick and mortar businesses like a neighborhood pizza shop, dentist’s office, or boutique retailer would run local campaigns, but that isn’t always the case. Even if you have locations around the world,  you can serve and sell to potential customers virtually, by using a localized approach. 

The Value in Running Localized PPC

As PPC marketers, one of our biggest responsibilities is to optimize campaigns. The term ‘optimize’ may sound like a broad term, but it really represents many tactics. The biggest areas of focus for optimization would likely be to improve the engagement via click-through rate, improve the return on ad spend via sales leads or transactions, and make each dollar in the budget go just a little farther. In national campaigns, it may sometimes be a little bit harder to find pockets of wasted spend, like geographic targets for example, but in local campaigns with a laser focus, inefficiencies are easier to spot and/or avoid. If the budget is tight and you can’t afford to spend money on clicks, you have to optimize toward what works.

How to Optimize for Local PPC

Source: Google Ads Manager user interface

In terms of local PPC, the biggest way to optimize campaigns would be to focus on performance by geographic area. More often than not, when you dig into the data, you’ll find these areas of opportunity. In Google Ads, location reporting provides insights into not 

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only your targeted locations but also your matched locations (where activity has been attributed to). Reviewing these location reports is a great way to discover new pockets of results-driving zip codes or DMAs, which can be leaned into with a positive bid modifier to increase traffic, or conversely, excluded from your campaign altogether if they are wasting budget by not driving conversions. Additional geographic reporting available in Google Ads includes the distance report, which shows how the distance from a location impacts search ad performance.

Here are a few reasons why optimizing for location is so crucial in PPC:

  • Nearly 30% of searches for something in a specific location will result in a purchase (Source: Valve and Meter, via Google).
  • In 2020, 93% of Americans used the Web to find local businesses. (Source: BrightLocal)
  • Almost one-third of all searches made on mobile phones are location-based (Source: The SEM Post).

Source: Crimson Park Digital

There is so much more to local campaigns than just their location settings, however, a huge factor that contributes to performance is intent, via localized keywords. These are phrases that not only include the words “near me,” “local,” or “nearby,” but also zip codes, town names, and other localized signals that show “near me” intent.  

Did you know? 

  • 82% of smartphone users are actively searching for businesses near them (Source: Search Engine Land)
  • 76% of people who search for something nearby on a smartphone will visit a business within one day (Source: Google)
  • Almost 70% of searchers on mobile will call a business using a link from the search (Source: PowerTraffick, via Google).
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Localized searches are not just siloed to mobile, even with such strong mobile statistics,  it really depends on the industry, offerings, business, and how that type of customer behaves by device. Is your business in higher demand when customers are already on the go? Or are your services something that needs extensive research ahead of time, before leaving home? These are questions to ask before dialing up the mobile bid adjustments. 59% of consumers still prefer to search for local information on a desktop versus other smart devices.

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Top Practices to Promote Your Business Using PPC



Top Practices to Promote Your Business Using PPC

Are you getting low-quality traffic through your PPC campaigns? 

Are fraud clicks draining your revenue from the PPC?

Is your return on investment on PPC not as expected? 

Even though PPC advertising is an integral part of an effective marketing strategy, poor tactics can burn your ad budget and, thus, negatively affect your PPC results. 

PPC has been around for more than 20 years, and marketers spend almost 80% of their ad spend on PPC campaigns. Knowing the importance and cost-effectiveness of PPC campaigns, it is essential to strategize your PPC campaigns to elevate your business’ growth instead of hindering it. 

If you want to grow your business and predict the best ROI on your ad spend, then improving your PPC strategy is the first step, and you are in the right place! 

This article will discuss 15 strategies to improve your PPC campaign for the best ROI on every dollar you spend. 

Let’s dive in!

1. Choose the Right Platforms to Advertise

When we talk about PPC Ads, the first thing that comes into our minds is Google Ads. With Google Ads, you can reach millions of people, which can be your potential customers. 

But, with this perk, it doesn’t mean that you should limit your advertising strategy to Google ads only. You can run ads on various social media platforms that will help you build your brand awareness, customer loyalty and boost sales. 

However, the decision of choosing the platform will depend on your target audience and goals. Therefore you must do your research on the ad networks available before including them in your strategy. 

There are dozens of online spaces where you can use your advertising spend, but the best way to assess the effectiveness of any platform for your business is to look at the ROI on each platform. 

Some of the popular platforms for PPC advertising are as follows: 

  • Google Ads: Google Adwords enables you to reach 90% of the internet users with Google display and responsive ads. You can target your audiences on the basis of what they are searching or can target them with your products when they are searching about the options on another website through display ads.  
  • Meta Ads: With Meta (Facebook) Ads Manager, you can create ads in different formats such as video, images, and carousel. Meta’s (Facebook) targeting is done on the basis of the demographics and interests of your buyer persona. 
  • Instagram Ads: Businesses use Instagram ads to drive awareness and to increase their customer base. The ads between stories and on platforms create hooks for the audience through appealing visuals. 
  • Twitter Ads: People will not spend a lot of time looking at your ad on Twitter, therefore, the shorter you make it, the better it is. Experiment with the copy and visuals to see which ad performs best.  
  • Bing Ads: The unique feature about Bing ads is that it allows you to schedule the campaigns according to different time zones. This gives you more granular control over the campaign and ads. 

Some of the other platforms you can advertise on are AdRoll, RevContent, and Yahoo. 

2. Include Social Media in Your PPC Ad Campaign 

The effectiveness of social media ads is relatively higher than Google ads since these ads appear directly in your feed, thus decreasing the effectiveness of Ad-blockers. 

While paid search is more keyword-focused, paid social ads to focus more on demographics and persona, thus leading to new ways to target your audience.

Paid social media ads allow you to use a wider variety of ad types and formats, like images, videos, text, and more.

Social media ads give you two critical functions for your ads’ success — Retargeting & Lookalike Audiences.

3. Launch a Remarketing Ad Campaign

Retargeting is remarketing to people based on the site visits or who are willing to know more about your product and services and have manually shared their information for the contact.

Why are retargeting campaigns called a marketer’s best friend?

92% of your website’s online traffic won’t buy anything on their first visit to the website.  

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But, when you use remarketing to retarget the same visitor, they are 70% more likely to purchase from your ad rather than your competitors. 

Therefore, with these odds, you can’t afford to miss on retargeting. 

4. Try a Lookalike and Similar Audiences 

A lookalike audience is a parallel list created by the platform, e.g. Facebook and Google using your existing followers, customers, or website visitors. This created list includes people who have similar interests, clicking habits, online social behavior, etc. 

With the hyper-targeting capabilities of PPC platforms, a lookalike or similar audience allows your business to target with unmatched depth and accuracy. All you have to do is provide initial data about your website visitors. 

In Google ads, you need to have at least 100 users’ data to get a similar audience. However, on Meta, you can upload a customer file, refer to site traffic, app activity, and more to build a lookalike audience. Meta recommends a source audience of at least 1000 people.

Combining your lookalike and similar audience with the retargeting campaign can increase your conversions by more than 40%, thus boosting your sales.

5. Design Mobile-Friendly Landing Pages

More than 50% of the world’s internet traffic comes from mobile devices, and more than 40% of online transactions happen through mobile devices.

With this penetration of mobile devices among digital consumers, optimizing your website’s landing pages according to mobile is necessary. But, unfortunately, some businesses forget the importance of mobile friendliness when it comes to PPC Campaigns. 

Despite ads optimized for mobile and tablets, a stellar copy of your landing page can make you win or lose your PPC campaign. 

For best results, ensure some critical points for your mobile-friendly landing pages: 

  1. Page loading speed is high. It should take an average of three  seconds to load your page/website on mobile
  2. Link the relevant landing page with the ad 
  3. Ensure the landing page is functional and intuitive, so the user knows how to take the next step (e.g. adding to cart, payment, signing up, etc.)

6. Advertising Budget 

The problem with a lot of failed PPC campaigns is the unrealistic and low budgets. One of the important factors to get the results from your PPC campaigns is setting the budget to target the right audience and help you achieve your goals. 

But, this doesn’t mean you need to go over-the-top in budgeting to get the most out of PPC. Instead, you need to have a realistic budget to help you with different stages of your PPC marketing. If you are starting out with PPC campaigns, some of the common examples of where your budget will be used are as follows (but not limited to): 

  1. Researching the averages in the industry (e.g. cost per click)
  2. A/B Testing (Selecting the right keywords, audiences, demographics, etc.)

Researching your averages and knowing how your competitors spend on PPC campaigns to grow business can help you set a realistic budget for your ad spend.

7. Make Your Ad Copy Click-Worthy

Ad copies should be all about adding value to your customer’s browsing. Irrespective of the industry, all PPC strategies need to focus on click-worthy, top-notch ad copies. 

No matter the market, all PPC strategies need to focus on top-notch ad copy.

The starting point of your conversions is people clicking on your ads which are only possible if your copy is relevant or intriguing. 

Therefore, your headline, description, visuals must have a hooking ad copy to grab online customers’ attention. The ad copy should also comply with the stage your buyer is in. Are you targeting them with an awareness campaign? or are you remarketing with the google ads retargeting campaign? The ad copy will vary accordingly. 

Some of the best ways to create better copy that generate more clicks are as follow: 

  • Add the unique offerings (e.g. Free Shipping, Money Back Guarantee)
  • Highlight Promotions (e.g. SALE, , 50% OFF etc.)
  • Include CTAs (e.g. Buy Now, Apply Now, etc.) 
  • Focus on benefits instead of features of the product
  • Link the relevant landing page with the ad.  
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Good copy development takes time, but once you master the art of understanding your audience and addressing their wants in your ad copy, it’ll impact your campaign’s performance in amazing ways.

8. Use Responsive Search & Display Ads (GSN/GDN) 

Responsive ads help you to automate your PPC strategy to grow your business. It uses the machine learning power of Google ads to automatically adjust their size, appearance, and format to fit available ad spaces.

There are 2 types of responsive ads which you can use: 

  1. Responsive Display Ads:  Responsive display ads are ads automatically created by Google using the assets that you provide. Google automatically adjusts the size, appearance, and format of your assets to fit available ad spaces on the Google Display Network. 
  2. Responsive Search Ads: Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads will automatically test different combinations and learn which combinations perform best. 

With the flexibility of experimenting with ad copy, images, headlines, and descriptions, Google Ads provides you assistance for the most effective ads.

9. Perform A/B Split Tests 

How can you tell which design or ad copy or demographics can bring in better results? Through A/B split testing. 

A/B testing is as critical to your paid ad campaign as is every other element. The goal of testing your ad is to increase both your clickthrough rate and your conversion rate. 

There are various factors of the ad which you can test. Minor tweaks in any of the parts can significantly alter your results. 

  • Headline 
  • Description 
  • Landing Page 
  • Target keywords 
  • Audience Targeting
  • Location Targeting 
  • Bids and much more 

With A/B split tests, you can compare the performance of different ads in your control group by their data. This data can help you improve your PPC strategy by optimizing your ads accordingly. A/B split tests take the guessing game out and help you guide in making decisions using data.

10. Revisit Your Keywords Selection 

Keyword research for your PPC strategy can be time-consuming but it is the best aspect of your strategy. The secret of most successful PPC advertisers is that they never stop researching, refining, and growing their keyword list through different tools. 

  • Use Long-Tail Keywords: Your keyword research should be the mix of short-tail keywords (most popular, frequently used one-word phrases) and long-tail keywords ( 3-5 words). Long-tail keywords are more specific and less common. But, they add up to the account for the majority of search-driven traffic. Moreover, these keywords are less competitive, thus lowering your cost-per-click cost. This approach for keywords search can give you a less expensive PPC strategy. 
  • Include Negative Keywords: Your PPC keyword strategy should also include negative keywords discovery. A negative keyword list prevents search engines from showing your ads to irrelevant audiences and thus saving you the cost-per-click. For example, if you are selling ‘treats’ for Halloween then ‘dog treats’ can be your negative keyword since you don’t want to bear the cost of clicking from someone who is not your audience. 

Consumers now have unlimited options for their every search. The keywords you are using in your content will determine if your content is being shown to them.  Therefore, it is important that you use a combination of well and regularly researched keywords.

11. Revisit Keyword Match Types

Search engines have several ways to connect the keywords with users’ search terms. Three core offerings based on which search engines show your ads to your users are as follows

  • Exact Match: In this match type, the keyword is matched word for word with no change in sequence. Ad with these keywords will be shown for queries that have additional words as well. This doesn’t alter the intent of the search. For example: “Restaurants in New York” or “Best Restaurants of New York.”  
  • Broad Match: It is Google’s default setting for all the keywords. This setting will include all the related terms to your keywords too such as synonyms, misspellings, and other related terms. Broad match works best if you are looking to increase your top-of-funnel traffic but for best results, it’ll need consistent monitoring. For example: “New York Restaurant” or “Places to eat at in New York.” 
  • Phrase Match: Phrase Match tells Google to show your ads for queries where your keyword appears exactly as is within a larger query. This opens your ads up to newer search intent, so be sure to optimize as you discover what’s working. For example: “Takeaway restaurants in New York”, “Fast food restaurants in New York”. 
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Strategically using match types can help you convert your traffic into warm leads. 

12. Launch a Micro-Conversion Campaign Followed by Super Targeted Campaign:

A Micro-conversion campaign is basically hooking users to complete a small step along their path towards the primary conversion goal. These smaller conversions will help you lead your user towards the final goal in a more effective way. 

This will also help you make a custom audience that you can retarget. 

Micro-conversion strategy is used as a sales funnel by targeting the demographic and navigating them down which will ultimately lead them to make the purchase. 

A good example of a micro-conversion campaign can be asking website visitors to sign up for the newsletter. Signing up for early bird discounts, contact details for premium access to content, etc. ultimately leads them to buy your product or service. 

PPC services provide super-targeting tools to run conversion campaigns. The only purpose of these campaigns is to get the maximum conversions from the users visiting your website. With the data acquired from all the test-run ads, research, and micro-conversion campaigns, you can hyper-focus the audience that is most likely to buy.   

13. Improve the Structure of PPC Ad Campaigns:  

Google Ads rarely performs as you hope when your account is lacking a clear, defined structure. From campaigns down to ads, every level of your account impacts both Quality Score and your own ability to segment effectively.

Here are some other easy tips to help you build out a new account or restructure an existing one:

  • Define the clear objectives of your campaign. Is it for increasing awareness? generating sales? Acquiring leads? Remarketing?
  • Make Ad groups based on your product or service offerings
  • Make Ad groups and audience segments based on search intent   
  • Use keywords according to the ad group’s purpose  
  • Ensure each ad group navigates the online traffic to the right landing page. 

When it comes to the naming and structure of PPC ad campaigns, it’s vital to have a system of organization that reminds you of what each item does. Not only does this give everyone working on the account a clearer understanding, but you also spend less time finding the offending elements when something goes wrong.

14. Use Retargeting Pixels on Your Website

To optimize your ad spending and to create a custom audience, it is important that you use the right tools. 

Your website’s unique pixel set will help you bring tremendous results with your retargeting campaigns. It will also show your ads to people who have interacted with your content on social channels thus amplifying your chances of winning the leads. 


PPC advertising is one of the most effective marketing strategies if done right. It’s a quick and smart way to reach your target audience. Platforms like Google, Meta, Instagram, Twitter, Bing, and many more allow you to set and run ads in seconds. Depending on your budget you can reach tens and thousands of people. While PPC campaigns have the immense potential to bring in the best results for your business to grow, it is also significantly important that you curate your campaigns, ad copies, keywords research, and all the other elements with great attention and strategy…  Once you’ll find the right.

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