PPC Campaign Management

Last Updated On : 2017 May 29

A lot of effort goes in creating and setting up a perfect PPC campaign. Once the campaign goes live, the chances of campaign’s success lies in continuous monitoring and changes made to the campaign. The chances reduces drastically if it is not managed properly. Results could be even worse if it is mismanaged.

Before you start optimization of your campaigns, you should consider following important points

Answers to these questions helps you to get a clear idea about your business which in-turn helps in creating better campaigns for your business.

After setting up a campaign, it needs to be optimized regularly to get desired results. Optimizing all of your campaigns is the most complex task in Google AdWords. It means along with a lot of hard work, you should be able to extract actionable insights from data and be able to put those insights into action.

According to us, following are a few areas which we would recommend you to concentrate on to optimize your campaigns and get desired results.

Keyword Optimization

Keyword selection is core to campaign performance. Better keyword selection leads to better campaign performance. More often than not, you would find out that your keywords are not performing as you had planned. Following are few areas where you can investigate and optimize your keywords.

Poorly performing keywords

First step regarding keyword optimization is to find out those keywords which are generating clicks but not generating enough conversions. Reduce the bids to a smaller amount for these keywords to avoid too much ad spend. If the keywords does not convert at all, You might want to add them as negative keywords. It is better to use the budget elsewhere than spending it on non converting keywords.

AdNabu automates the above by automatically reducing bids for poorly performing campaigns during bid optimization. You only need to set a cost per conversion target and AdNabu will make changes automatically.

Negative keywords

Next you should concentrate on negative keywords. Negative keywords are those keywords using which you can avoid showing ads for irrelevant searches.

For example : If you are selling calendars , online calendar keyword should not trigger your ad.

Make an extensive list of negative keywords. It is a best practice to keep updating your negative keywords regularly. Though it is a time consuming activity, it is a very important factor in success of the campaign. We highly recommend creating a shared negative keyword list so that it can be used for multiple campaigns.

AdNabu's negative keyword tool automatically suggests negative keywords based on conversions. Our software will find keywords which are getting lot of clicks but not resulting in any conversions.

Improving quality score

Google AdWords calculates quality score for every single keyword in your account. The higher your keyword Quality Score, the better your ad positioning and lower will be the cost.

Quality score depends on click through rates, ad relevance and landing page experience. These parameters are evaluated by Google and a score gets assigned to every keyword. Although the exact way Google calculates quality score is still a mystery, Improving the CTR, relevance as well as landing page experience can have a positive impact. We have created a guide to improve quality score.

It is important to have good quality score which in turn helps in achieving better chances of success. One easy way to find opportunities to increase quality score is to look for parameters which are average or below average

New Keywords

You should also keep adding new keywords to your campaign. With continuous changes in your external environment (such as campaigns from competitors, changes in the economy or any other viral trends), you need to keep adding new keywords to be relevant with your audience. AdNabu’s long tail keyword tool can automatically find long tail variations of the keywords used by users in Google. But it is highly recommended to discover new keywords manually once in a while. 

Working on above mentioned areas is just a starting point with respect to keyword optimization. Although time consuming, the impact of these tactics are huge. You can automate most of the tasks if you are using AdNabu. In addition to AdNabu, we highly recommend you to look at campaign health once in a while.

Bid Optimization

Bid optimization helps to minimize costs by finding the most effective keywords in your campaign and focusing on them exclusively.

To optimize your bids, you should identify the conversion rate of every single keyword. This data will then help you segregate high performing and low performing keywords. While manually optimizing campaigns, you can follow the simple rule of increasing bids for high performing keywords and reducing bids for low performing ones. This task however is repetitive and error prone. We highly recommend the bid optimization software by AdNabu which does all the heavy calculation automatically. 

AdNabu only needs a number to optimize on (either the cost per conversion or the ROI), It can then do all the calculation down to keyword and device level to get maximum conversions out of your campaigns.

Ad Copy Optimization

Ad copy plays the most important role in conveying your unique selling points to the consumer. The ad with high relevance leads to high click thru rate and lower cpc automatically.

An expanded text ad consists of 2 Headlines, a Description line and 2 URL paths along with the final URL. We will explore each of these parts of ad copy and the ways to optimize them.


Headlines are displayed prominently in AdWords. They are usually the first line of the ad with a bigger font size. Both headlines can have a length of 30 characters each.  Since this is one of the first things your prospective customer would be seeing, We highly recommend to include an attractive offer or service as one of the headline.

One can also use dynamic keyword insertion to improve the relevance of ads. The ad text or part of it will be replaced by what user is searching for while using this feature.

Description line

Once you get customer’s attention, the description lines conveys the value proposition of the service or product. You can express the reasons why your product should be given priority over others here.

An 80 character limit gives description line the maximum ability to express the product or service in detail. 

URL Paths

Two URL paths now constitute display url now along with the auto generated domain name url. URL paths need not be valid urls and are simply to make the ad look attractive. There is a 15 character limit of URL paths and they are not compulsory unlike headlines and description line. We at AdNabu, highly recommend you to use URL paths as they increase the real estate of ads and make them more prominent.

A/B testing of ad copy

A/B testing is nothing but comparing two versions of the ad to see which one performs better. 

You can do A/B testing with the complete ad or with a section of ad. We at AdNabu recommend you to test things one at a time. For eg : Test your 2-3 variations of Headline 1 or Test 2-3 variations of description line. Doing multiple tests at the same time might not give you desired results easily as it takes much more time. 

Also decide why you are doing an experiment. It can be to increase CTR or to increase conversion ratio but it cannot be both. 


Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase click-through-rate of an ad by several percentage points.  Extension formats include call buttons, location information, additional links, additional text, and more.

To maximize the performance of your text ads, AdWords selects extensions to show in response to each individual search on Google. For that reason, it’s a good idea to use all the extensions relevant to your business goals. Some of common extension used by businesses are

Sitelink Extensions

Sitelink Extensions allow you to promote additional landing pages below your standard ad text.  These sitelinks helps the users to directly land on the specific page of interest. For eg: You main ad might lead the user to homepage but a sitelink can directly take the user to a sub category page.

Additional lines also give more real estate for the ad compared to your competition. This helps you stand out and get even more clicks.

Call Extension

With call extensions, you can add your phone number to Google ads. This makes it easier for users to call your business, especially on mobile phones.

If you generate leads to your business through phone calls, it makes sense to have this extension for all your campaigns.

Location Extension

Location extension helps advertiser to add your business location address and phone number. This extension can be used by users to navigate directly to your business and can show helpful information like opening hours. It is highly useful for brick and mortar businesses like restaurants, salons etc.

App Extension

App Extensions allow you to add a mobile app download button next to your Search Ad. It attaches thumbnail icon, name and text below your main ad. This should not be confused with app install campaigns whose main aim is to drive installs and show up only on devices which are eligible to install them.

Review Extension

Review extension helps advertisers to show reviews from google trusted websites. 

In order to use review extensions, you need to have reviews on reputable third-party sites like TrustRadius, TrustPilot etc. The main point is that it has to come from a third-party site that’s well-known enough to get approved by Google.

Improved ad targeting

Targeting ads to ideal customers leads to better campaign performance and leads to success of the campaigns. Geography and device plays a major role in targeting your ads efficiently. An ad which works in city A might not work in city B. Below we will explore the ways to optimize your ad targeting based on geography and device.

Optimization based on Geography

Ad performance varies with geographies due to multiple reasons. To optimize your campaign, you should review the campaign performance in each one of them.

You can go to the Dimensions tab, then click the View button and select “Geographic.” to see the campaign data based on geography.

Find out top performing geographies which has highest conversions and lowest cost per conversion. If you are getting leads from the geographies where you can’t serve, you should exclude those geographies from the campaign. You can also concentrate your top performing geographies, reducing your spend on poorly performing geographies.

Optimization based on Device

Increased consumption on mobile devices have lead advertisers to think about ad placement on various devices differently. Ad performance varies with the size of the device on which ad is delivered.

You would be able to see three categories , computers ( includes desktop & laptops) , mobile devices with full browsers, Tablets with full browsers.

For example, If you find that cost of conversion on tablets is significantly higher that mobile, you can adjust the bid in bid adjustment column and reduce your total costs. AdNabu automatically does device based bid adjustment for your campaigns once you have set it up in bid optimization job.

Final words

Apart from the changes you make to your campaigns, there are many parameters that may impact your campaigns. For example: new products launched by your competition or new substitute for your product/service or change in government regulation or sudden change in weather or local events may impact your campaign performance. Its is important to take those data points into consideration while analyzing your campaign performance. With continuously changing environment, it is advisable to monitor and take steps to optimize your campaigns to get best results out of your campaigns.

AdNabu was built to automate above mentioned and other mandatory tasks which helps advertisers free up their time for other critical tasks of business. The tool helps every PPC advertiser to put your campaigns in auto pilot and reduces the stress of managing large AdWords campaigns.