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Nancy Petter

How to Optimize Your PPC Strategy

As a company or brand, you want all eyes on you. For this, you need to show up among the top ranks of Google SERPs (search engine result pages) and be visible on YouTube and various other platforms. There are two ways to achieve this: organically and through  Best PPC Company in New York and as any experienced digital marketing agency will tell you, it’s best practice to use both.

Organic search results come about through months (or years) of quality content production and a strong SEO foundation. Consistent blog posts and social media content will slowly increase your domain’s authority and move you up the search rankings.

Then there’s paid search advertising and pay per click marketing (PPC). This allows you to bypass the system and create viewership in hopes of gaining leads, closing deals, and recouping your investment. However, you can’t just throw money at the system and expect a quality ROI.

For this, you need research, a bit of finesse, and of course, a whole lot of optimization.

That’s where we come in.

Optimizing Paid Search and PPC | Terms to Know

Before diving into the details and offering actionable tips, let’s cover the basics. 

What is paid search and what is pay per click advertising?

Almost any search query on Google or Bing will have a few links at the top with the words “AD” next to them. These sit above the organic search results, which allow brands to gain viewership without having to go through months of organic content strategy. Every time one of these links are clicked, the company or brand pays a certain amount of money.

Some terms to know are:


You can target your ads to certain keywords within the search query. As a workout supplement company, you might aim for common search terms like “pre-workout shake” or “what is the best supplement for working out.”

Short-tail keywords, like the former, will have more companies and businesses vying for usage.
Long-tail keywords, like the latter, will have less competition and will cost less to advertise for them.


The price per keyword, or in the case of Google “Google Ad Word,” depends on how much competition there is for the keyword. As mentioned, long-tail keywords will cost less.

Impression share 

Your impression share tells you how well your PPC ad is performing. Essentially it’s the number of impressions you received divided by the estimated impressions you were eligible for.

Negative keywords 

As opposed to target keywords, these are keywords you don’t want to appear for. To continue the workout supplement example, you may want to exclude “workout shake weights,” considering the user was probably trying to find the viral product “Shakeweight”

To gain the most traction for your brand you need to continually adjust your bids for the keywords you want to rank for. Once your ads are live, you then need to monitor your impression shares and exclude any negative keywords to avoid wasting marketing dollars on unrelated search queries.

Is the picture of paid search and PPC clearing up? Great, now onto the optimization process:

Optimizing Your Bid
Placement Scrubbing
Optimizing Ad Copy
Optimizing Conversions
Optimizing Against Competitors
Monitoring Search Terms
Optimizing Internal Levers

Optimizing Conversion Rate

If you have a high impression rate but a low conversion rate, there may be nothing off with your ad copy or targeting abilities. The problem might simply be you’re targeting the wrong audience.

Utilize key search tactics, including Affinity, In-Market, and Similar To Audiences in your search campaigns to increase conversions.

These will direct Google to serve ads to more qualified leads (those who are likely to convert!).

Monitoring Search Terms

Google Ads gives advertisers the unique ability to see exactly what users are searching for when serving them your ads. 

This provides strong insights into the psychology of consumers, which then allows you to make adjustments to not only your ad campaigns but website copy too. Additionally, high-performing search terms should be added to your campaigns so the amount of budget spent and where that traffic is directed to is intentional. 

On the flip side, if a search term is irrelevant to your product or service, it should be added as a negative keyword to prevent ads from serving similar searches in the future.


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