PPC Growth: Audit Your Way to Better ROI in 90 Days

Are you struggling to scale your PPC campaigns and achieve sustainable growth? The PPC growth studio is the premier resource for actionable strategies, providing marketers with the insights and tools they need to succeed in the competitive digital landscape. Want to learn how to transform your PPC results in the next 90 days?

1. Conduct a Comprehensive PPC Audit

Before launching any new strategy, it’s vital to understand your current performance. Start with a comprehensive audit of your existing PPC campaigns. I recommend focusing on these key areas:

• Account structure: Is your account logically organized with campaigns, ad groups, and keywords that align with your business goals?
• Keyword research: Are you targeting the right keywords? Are you using a mix of broad match, phrase match, and exact match keywords? (Pro tip: Don’t forget negative keywords!)
• Ad copy: Is your ad copy compelling and relevant to your target audience? Are you using strong calls to action?
• Landing pages: Are your landing pages optimized for conversions? Are they mobile-friendly and fast-loading?
• Tracking and analytics: Are you tracking the right metrics? Are you using conversion tracking to measure your ROI?

For example, I had a client last year, a local Atlanta bakery near the intersection of Peachtree and Roswell Road, who was running a Google Ads campaign that was generating a lot of clicks but very few sales. After conducting an audit, we discovered that their keywords were too broad, their ad copy was generic, and their landing page was slow and difficult to navigate on mobile devices. By addressing these issues, we were able to significantly improve their conversion rate and ROI.

2. Implement Advanced Keyword Strategies

Keyword research is the foundation of any successful PPC campaign. But simply targeting a list of keywords isn’t enough. You need to implement advanced strategies to find the most profitable keywords and optimize your bids. Here’s what I recommend:

• Use a variety of keyword match types: Broad match can help you reach a wider audience, while exact match gives you more control over your ad spend. Experiment with different match types to see what works best for your business.
• Target long-tail keywords: Long-tail keywords are longer, more specific phrases that people use when they’re closer to making a purchase. These keywords tend to have lower competition and higher conversion rates.
• Use keyword research tools: There are many great keyword research tools available, such as Ahrefs and Semrush. These tools can help you find new keyword ideas, analyze your competitors, and track your keyword rankings.

Common mistake: Relying solely on Google’s Keyword Planner. While it’s a useful tool, it doesn’t provide the same level of detail and insight as paid tools like Ahrefs. Don’t limit yourself!

3. Craft Compelling Ad Copy

Your ad copy is your opportunity to grab the attention of potential customers and convince them to click on your ad. To create compelling ad copy, follow these tips:

• Highlight your unique selling proposition (USP): What makes your business different from the competition? What benefits do you offer that others don’t?
• Use strong calls to action: Tell people what you want them to do. Use phrases like “Shop Now,” “Get a Free Quote,” or “Learn More.”
• Include keywords in your ad copy: This will help your ads appear more relevant to users’ search queries.
• Test different ad copy variations: Use A/B testing to see which headlines, descriptions, and calls to action perform best.

I often use AI-powered tools like Copy.ai to generate different ad copy variations quickly. It helps overcome writer’s block and discover angles I wouldn’t have considered otherwise.

4. Optimize Landing Pages for Conversions

Your landing page is where visitors will ultimately decide whether or not to convert. Make sure your landing pages are optimized for conversions by following these guidelines:

• Make sure your landing page is relevant to your ad copy: The message on your landing page should match the message in your ad.
• Use a clear and concise headline: Tell people what you want them to do. Use phrases like “Shop Now,” “Get a Free Quote,” or “Learn More.”
• Include a strong call to action: Make it easy for visitors to take the next step.
• Use high-quality images and videos: Visuals can help to engage visitors and communicate your message more effectively.
• Make sure your landing page is mobile-friendly: A large percentage of online searches now happen on mobile devices.
• Improve page speed: Use Google’s PageSpeed Insights to check your website loading speed.

Pro Tip: Reduce form fields to the absolute minimum required. Every extra field decreases conversion rates. I’ve seen conversion rates jump by 20% simply by removing one unnecessary field from a lead form.

5. Implement Conversion Tracking

Without conversion tracking, you’re essentially flying blind. You need to know which keywords, ads, and landing pages are driving the most conversions so you can focus your efforts on what’s working. Here’s how to implement conversion tracking:

• Set up conversion tracking in Google Ads: Google Ads provides a variety of conversion tracking options, including website conversions, phone calls, and app downloads.
• Use Google Analytics to track website goals: Google Analytics can help you track a variety of website goals, such as form submissions, page views, and time on site.
• Use a CRM to track leads and sales: A CRM (customer relationship management) system can help you track leads and sales from your PPC campaigns.

6. Use Remarketing to Re-Engage Potential Customers

Remarketing allows you to target people who have previously interacted with your website or ads. This is a powerful way to re-engage potential customers and drive more conversions. Consider these remarketing strategies:

• Website visitors: Target people who have visited your website but haven’t yet converted.
• Past customers: Target people who have purchased from you in the past. Offer them exclusive deals or promotions to encourage them to buy again.
• Email subscribers: Target people who have subscribed to your email list. Send them targeted ads based on their interests.

7. Leverage Automation and AI

Automation and AI can help you save time and improve the performance of your PPC campaigns. Here are some ways to leverage these technologies:

• Use automated bidding strategies: Google Ads offers a variety of automated bidding strategies, such as Target CPA, Target ROAS, and Maximize Conversions. These strategies can help you optimize your bids and get the most out of your budget.
• Use AI-powered ad copy tools: Tools like Anyword and Copy.ai can help you generate ad copy variations and improve your ad relevance scores.
• Use AI-powered keyword research tools: Tools like Ahrefs and Semrush use AI to help you find new keyword ideas and analyze your competitors.

For example, I use Google Ads’ “Maximize Conversion Value” bidding strategy for several clients and have seen a significant increase in their return on ad spend (ROAS). The algorithm learns over time and adjusts bids to target users most likely to convert at the highest value.

8. Mobile-First Optimization is Non-Negotiable

Let’s face it, most people are glued to their phones. Mobile optimization is no longer optional; it’s a necessity. If your PPC campaigns aren’t optimized for mobile, you’re missing out on a huge opportunity. Here’s what to consider:

• Mobile-responsive landing pages: Your landing pages should be designed to look and function flawlessly on all devices.
• Mobile-specific ad copy: Tailor your ad copy to the mobile user. Use shorter headlines and descriptions, and focus on the benefits that are most relevant to mobile users.
• Mobile bid adjustments: Adjust your bids based on device. If mobile users are converting at a higher rate, increase your mobile bids.
• Use location extensions: If you have a physical store, use location extensions to show your address and phone number to mobile users who are searching for local businesses.

According to a Nielsen report, mobile devices account for over 70% of online searches in the United States. So, ignoring mobile is like ignoring 70% of your potential customers. Think about that!

9. Test, Analyze, and Iterate

PPC is an ongoing process of testing, analyzing, and iterating. You should always be testing new ad copy, landing pages, and bidding strategies. Analyze your results regularly and make adjustments to your campaigns based on what you learn. Here are some tips for testing and analyzing your PPC campaigns:

• Use A/B testing: A/B testing allows you to test two different versions of an ad or landing page to see which one performs better.
• Use Google Analytics to track your results: Google Analytics can help you track a variety of metrics, such as website traffic, conversion rates, and bounce rates.
• Use a data visualization tool: Tools like Tableau can help you visualize your data and identify trends.

Common mistake: Making changes too quickly. Give your tests enough time to gather statistically significant data before making any decisions. I recommend waiting at least two weeks before drawing any conclusions.

10. Attribution Modeling: Understand Your Customer Journey

Understanding the entire customer journey is critical for PPC success. Attribution modeling helps you identify which touchpoints are most influential in driving conversions. This is where things get sophisticated, and it’s often overlooked. Here’s what you need to do:

• Explore different attribution models: Google Ads offers a variety of attribution models, such as first-click, last-click, linear, time decay, and position-based. Experiment with different models to see which one gives you the most accurate picture of your customer journey.
• Use data-driven attribution: Data-driven attribution uses machine learning to analyze your conversion data and determine the most effective attribution model for your business.
• Use multi-channel attribution: Multi-channel attribution allows you to track conversions across multiple channels, such as PPC, social media, and email marketing.

We recently implemented a data-driven attribution model for a client in the legal services industry here in Atlanta, specifically focusing on personal injury cases near the Fulton County Superior Court. Before, they were using a last-click attribution model, which gave all the credit to the last ad clicked before a conversion. By switching to data-driven attribution, we discovered that their initial awareness campaigns on YouTube were playing a much larger role in driving leads than previously thought. As a result, we shifted budget to those campaigns and saw a 30% increase in overall lead volume.

Mastering PPC growth requires a blend of strategic thinking, technical skills, and a commitment to continuous improvement. By implementing these strategies, you can unlock the full potential of your PPC campaigns and drive sustainable growth for your business.

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Stop chasing vanity metrics and start focusing on the strategies that actually drive results. Implement these steps, and you’ll be well on your way to PPC success. Now go, optimize, and conquer!