Generating more clicks and better leads from your PPC campaign requires time and effort to test what works and what doesn’t. However, there are certain tactics you can use to speed up the process and get the most out of your Google Adwords campaign. The most widespread method for improving PPC campaigns is to run several variations of an ad and monitor the performance of each. Doing this will reveal which ads have higher click through rates and you then abandon low performing ads.

Still, there are other ways to fine-tune your pay-per-click efforts. Peter Kent, author of the book ‘Pay Per Click Search Engine Marketing for Dummies’ identifies several techniques for improving your Quality Score on Google Adwords and creating effective, highly targeted campaigns. Here are some simple strategies to help you improve PPC ad performance and increase click through rates:

1. Apply negative match keywords. Using negative match keywords on your campaign can weed out inappropriate clicks and only allow quality leads to your site. Google Adwords does this for you automatically. You just need to indicate your negative keywords and the system will do all the work for you.

2. Modify your CPCs for major keywords. The Google Adwords program allows you to edit your keywords in several ways, and changing the CPC for a campaign may be an effective way to boost performance. All you need to do is click the ‘Tools’ option in the Campaign Management tab and make changes directly to the campaign. This gives you complete control over the ad and makes it much easier to fine-tune your efforts.

3. Review and resubmit any rejected ads. Google Adwords will review every ad you submit and either accept or reject it. All rejected ads are stored in your Campaign Management section, and you can edit and resubmit them at any time. Review your work regularly and don’t be afraid to resubmit an ad after tweaking it with different keywords.

4. Run your ads on specific times. You can define when your ads will run for better results. This technique is called ‘Dayparting’ and you might want to do this to reach out to your audience when they are most receptive of your offer. To illustrate, say you are promoting restaurant coupons, it will beneficial for you to run ads a few hours before lunch or dinnertime than to run them the whole day.

5. Understand your target market. You need to understand your audience first before you can reel them in with your ads. Find out why they would be interested in your product. You might also want to look at existing promotions they are already responding and buying. See how these promotions talk to your market and how your market talks in discussion forums and blogs.

We mostly use trial and error for optimizing our pay-per-click marketing efforts but there are strategies you can implement to speed up the process. Get started on these strategies to start your way on generating high quality leads.

Marketing with a Pay Per Click Program is an effective technique that most websites can use to attract more customers. Creating quality Google Ads is one of the most important skills to have when using Pay Per Click – and there are many quality training resources available online.