Pay-per-click (or PPC) advertising is a fantastic way to gather more traffic for your website and depending on your goals, PPC can be a strong driver of leads or revenue. If you are already engaged with PPC advertising, then your most likely biggest concern is how to take your PPC performance from good to great.

However, this process can take time, dedication and energy. If you are short on any of those, here are 4 tips to quickly and efficiently improve your PPC performance.

Account Structure

Having a strong account structure is probably the most crucial tip on this list. Without a good structure to your account, you will not be able to continue to the other steps to increase your PPC performance.

So, what does a quality account structure look like in reference to PPC? Well, there are three main aspects to focus on: keywords per advertisement group, advertisements per advertisement group, and relevance of keywords to each other and advertisements within each group.

If you are advertising a product, this will be quite simple. Break down your products into groups based on the structure of your website.


Placing your focus on high-performance keywords based on your goals and click-through history will increase your PPC success drastically. Identifying a few highly successful keywords will give you the opportunity to concentrate on increasing their success and the success of the advertisements around them.

If you are on a tight budget, this will be especially helpful. Finding one or two keywords that bring the most success to your website and focusing your budget on a bidding strategy that will boost them will be key to raising your PPC performance.

Negative Keywords

What is a negative keyword? This is a word that your audience is avoiding when performing their search on a search engine. If you waste your time and money building upon keywords that are not within the realm of your audience’s interest, you are making useless strides. Building up your list of negative keywords will assist you in avoiding wasting tons of resources when budgeting out the keywords that you want to support through your PPC.

Optimized Advertisements

Optimizing your advertisements to be the most relevant they can be is one of the most crucial steps you can take to immediately improve your PPC performance. You want to be constantly perfecting your advertisement copy and testing it for quality of success. Varying your advertisements and keeping them clear and simple will do this for you.

At the end of the day, having an extremely strong structure to your account, focusing on keywords and negative keywords, and optimizing your advertisements will increase your PPC performance exponentially. Being aware of these factors can raise your website’s success levels overnight. Make sure you are keeping track of these concepts and making the right adjustments to benefit your PPC performance in the greatest way you can, and you will watch your PPC performance rise like never before.

If you would like more information on managing Pay-Per-Click or new regular assistances in this regard, please contact Hatchery Marketing today at 615-208-5373.