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10 Paid Search and PPC Planning Best Practices

10 Paid Search and PPC Planning Best Practices

Review of best practices for payment per. Clicking is a great way to keep up with trends and improve performance. Especially now that the advertising world is dealing with more change than ever.

As your business strategies and goals have evolved over the last 18 months, looking again at your paid media plan is an opportunity to ensure that your strategy is in line with PPC’s best practices.

As you review, you will also find new strategies and features that you can also incorporate into your paid search engine.

Here are 10 PPC best practices to help you adjust and plan for the coming months.

1. Budget review and optimization

Some advertisers get stuck in a rut and forget to review and re-evaluate the distribution of their paid media budgets.

To make the most of budgets, consider the following:

Tune your planned vs. consumption for each account or campaign on a regular basis. Depending on the budget size, it works monthly, quarterly or semi-annually, as long as you can hit budget numbers. Should poor performance campaigns optimized during the year be eliminated at this time to free up budget for other campaigns? Is there additional traffic available to intercept to increase the results of the winning campaigns? Data on competitive metrics can help and include search impression share and click share. If other paid media channels have mediocre performance, does it make sense to move those budgets to another? Can your business invest more in the total paid search and the paid social budget the positive campaign results?

Review new features in Google Ads and Microsoft Ads

This year brings amazing new features to the search ad platform, allowing us to focus on more important things like optimizing audiences and adding new ad extensions.


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Do not overlook these new features; some are in beta but coming soon:

Video Extensions: Microsoft Ads released video extensions that appear next to an ad as a thumbnail and expand to a full video when clicked. Multimedia ads: A new responsive ad format in Microsoft Ads, it combines advertisers’ creative advertising assets such as images, headlines and descriptions using machine learning to create engaging, attention-grabbing ads.

While exploring new features, check out some hidden PPC features that you probably are not familiar with.

3. Test new platforms

Testing new paid channels is one of the most important best practices you need to know.

Go beyond your comfort zones in Google, Microsoft and Facebook.

Here are a few other advertising platforms you might want to consider:

LinkedIn: Most suitable for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.Interest: Products, services, consumables with a female-focused goal. Snapchat: Younger demographic (13 to 35), video ads, app installations, filters, lenses.


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Need more detailed information and even more ideas? Learn more about the top 8 PPC ad networks and the top 5 Google Ads alternatives.

4. Repeat keyword types

Recently, Google made changes to keyword type types, including discontinuing the Broad Match Modifier (BMM) and expanding the scope of the phrase match.

These changes may lead to a reduction in traffic in current BMM keywords and an increase in current keyword matching keywords.

New BMM keywords cannot be added to your account now. While it is not necessary to convert BMM to phrase matching, now is the perfect time to look at your match type match type again given the changes and past performance.

Critical of your strategy:

Review the technical keyword changes and find out if this can affect your account in terms of dense variations or shifts in traffic volume. Learn more about what you need to know about Google Phrase Customization as it has evolved and changed over the years. reports more frequently for irrelevant keywords that may appear from match type changes. Incorporate these into match type changes or negative keyword lists as needed.

5. Test additional features

If you have not already done so, the target audience network in Microsoft Ads is another feature that needs to be considered with great influence. It’s AI driven and can add a punch to your current search campaigns.

The secret is its analysis of billions of Microsoft targeting signals from real estate (including billions of Bing searches, MSN, Outlook, Skype and LinkedIn). This results in highly relevant listings in the market that can reach out to applicants at the time they want to make a purchase.

When you browse over 200+ market categories, you will also see a list size for the users, which is extremely useful for planning.

Learn more about getting started on the Microsoft Ads Audience Network.


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6. Audience integrated with search

Be sure to review the audience you selected last year, especially if you have tested the audience in No. 5.

First, many more audiences have been added by both Google and Microsoft.

Some additional “features” found in the settings that automatically expand your audience may be useful, but keep an eye out for any degrading performance over time in:

Remember, an audience is simply a list of users grouped by interests or behaviors online.

Therefore, there are unlimited ways to mix and match these audiences and goals per. Sales funnel on.

Here are a few opportunities to explore and test:

LinkedIn targeting: Exclusive to Microsoft Ads.Detailed demographics: Marital status, parenting status, home ownership, education, household income. Marketing and Custom Intent: Searches and online behaviors that signal buying signs. .


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Note: This varies by campaign type and appears to be updated frequently, so make this a regular checkpoint in your campaign management for all platforms.

7. Learn to use scripts

PPC managers can learn to automate repetitive tasks in their Google Ads accounts using scripts added to the account.

Navigating through the scripting world can seem overwhelming, but a great place to start is a post here on the Search Engine Journal that provides utilities and resources to get started with scripts.

Fortunately, you do not need a PhD. in computer science – there are plenty of resources online with free or template scripts.

Google also holds workshops across the country for training.

8. Preparing for voice search

You may not get a large number of voice searches yet. Most advertisers are not.

It seems that voice search popularity has not moved fast and furious, but it is still important to keep up with trends.

Be prepared to respond to information that voice seekers seek or ignore the irrelevant searches.


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Learn about the basics of 4 steps to prepare your PPC campaigns for voice search, including how to identify voice search queries.

Review this activity regularly to determine if there are valuable keywords to add to your account or as a new campaign.

For example, if you notice multiple navigation voice searches like “sushi restaurant near me,” you might consider setting up a campaign to target the people who are trying to find you.

You can e.g. Try ads and landing pages with easy access to reservations, directions, opening hours and parking.

9. Evaluate how you report

Have you been using the same earnings report for years?

It’s time to re-evaluate your important PPC key metrics and replace or add this data to your reports.

There are two major resources to starting this exercise:


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Both Microsoft Ads and Google Ads have “Summary” pages that provide a few handy graphs if you need them in a pinch.

Your goals for re-evaluating reporting are:

Are we still using this data? Can the information we use be traded? What new metrics should we consider adding that we have not thought of? How often do we need to see this data?

Adding new data makes no sense unless it is action-free and will be used to make decisions on the account. Do not waste time adding more data just for that.

10. Seek cooperation

If the PPC wheels continue to turn but do not go anywhere, it’s time to step back to seek friendly resources and other opinion.

Much of the PPC management skills and science is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid advertising managers around the world, to make new connections and find industry events.


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Also check out ebooks, Twitter experts and industry publications for resources and tips for motivation.

More resources:

Image credits

Featured Image: Sammby /
Screenshot taken by the author, July 2021

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