8 main principles of Pay Per click advertisement

How do you make decisions in your Google and Facebook ads accounts? Do you take in consideration fundamental things which don’t change from account to account?
If you are familiar with a main seven PPC principles you have a secret weapon which would make your results stand out.

Principle number one you will pay more for each click if you need to reach more people.

Demand is limited. If there are only 100 people who are searching for your product, you will have to increase bids to reach more. This rule also applies to Facebook targeting method but the easiest way to illustrate it is to check your keyword bid stimulator in Google Ads.

If you bid would be lower you will be often displayed in the bottom of the page and as a result will get much fewer impressions.

Very often it’s not cost-effective to increase CPC so you have to increase reach:

Sexy data

Principle number two – before increasing CPC try all alternatives. 

By definition, Clicks = CTR x Impressions.

If you want to get more clicks, you just need to grow impressions.

For example, you have a profitable Search campaign on AdWords. The campaign is not limited by budget, but you are getting only a 60% search impression share, or in other words, you are losing 40% of impressions due to low bids.  Here are some options to consider before you would increase CPC:

  • Add more keywords
  • Add DSA campaign
  • Add additional relevant ads and extensions in rotation to increase CTR
  • Import campaigns to Bing or set up Facebook Ads
  • Optimize your landing page to get higher Quality Score from Google.

Of course for your most profitable keywords, you can increase CPC if it will keep campaign profitable. But remember that if you increase CPC your cost per conversion will grow, so it’s a short-term solution. You will increase bids, then your competitors will do that and everyone will end up paying more and more for each click.

         Principle number three – don’t limit your ad schedule to specific hours unless it’s really necessary.   

It gets a night in the village, everybody falls asleep. 

What will happen if you will add a scheldule? For example, showing ads only on even days. Your impression share will drop from 60% to 30% and, as a result, you will get fewer sales and lose money. So cutting down the scope of relevant traffic will almost in all situations lead to decreased profit.

Let’s take another example: Your budget is $7000 and you are getting 1000 AdWords clicks a day (average  CPC is $7). What if you decrease your CPC to $5 and import campaigns from Bing? The conversion rate from Bing may be slightly different, however, most likely, you will get more orders within $7000.

         Principle number four – use right KPIs.   

To compare how effective different optimization methods are, you need to use some Key Performance Indicators. But in most cases it’s not easy. All KPI’s such as CTR, ROI, CPA can provide misleading information.

Most likely, you have also read a lot of case studies, such as: “How we achieved 800% higher ROI in 2 weeks from PPC.” It’s a very misleading headline – to achieve 1000% higher ROI you can just make your bid 10x lower, but you will also get far less in profit. So the correct headline should be “How we achieved 800% ROI and 2x profit from PPC.”

The same situation can happen with any other KPI. It’s funny when some people take CTR as KPI. CTR is directly influenced by your position: You can write nonsense in your ad, but having dynamic keyword insertion can get you awesome CTR. Also, you can increase CTR  just by changing your match types. But at the same time, you can get less profit.

For me personally, CTR is a great indicator of traffic relevance. One of my weekly PPC management routines is to check CTR + average position.  If any of my search keywords, which have an ad position better than 3, have CTR of 1% or less, I check the search report to see something like this:


The best KPI we can use is profit, but it’s directly influenced by cost per click. Also, we can’t calculate all marketing expenses such as salaries, taxes etc. That’s why it’s impossible to measure success using just one key performance indicator. 

Combine different KPIs to have a clear picture, for example, cost per lead + lead volume or ROAS + revenue.  

Principle number five. Never make decision based on a small set of data.

Most people tend to evaluate the results by checking across a one day period. It’s the wrong approach. Let me explain why…

  • Monday, call from a client.  “Oh, we had terrible results over the weekend!”  I replied, “It’s ok, don’t worry.”
  • Wednesday, call from the client: “Wow, we had such an amazing sales yesterday!”  I replied, “It’s ok but let’s wait till the weekend.”

Based on the law of small numbers, written by Daniel Kahneman, who was awarded the Nobel Memorial Prize in Economics, if you analyze a very small percentage of data you will get misleading results.  Your results would be different every day due to multiple reasons, which you can’t influence.

Let’s take a specific example: In one of my AdWords projects the conversion rate during the last 12 month was 11.19%. Every month it’s between 10% and 12%.

But if you check the data individually, on different days, you can see that very often you will have a 6% conversion rate, or 20%:
So, this Monday I get terrible results, but next Monday everything is amazing. In PPC management it’s often very easy to make quick but detrimental decisions, for example, increasing CPC based on observing just a few days, or a few clicks. Please don’t do that – you can just waste your time.

So be patient before making any pay per click management decisions. 

Principle number six. Focus on the highest frequency actions. 

Following the Pareto Principle, 20% of your targeting methods will provide you with 80% of your profit; 20% of your ads will give you 80% of clicks, etc.  That’s actually great news – you don’t need to optimize thousands of keywords – by just focusing on the top 20-100 you will achieve the required results. Sometimes, I’ve achieved a client’s monthly goal just by one action alone: Reallocating budgets to the segment of his traffic which was bringing the best results, so I had plenty of time to experiment with new and interesting strategies.

Highest frequency actions are often different from account to account, but I will list some of my favorite routines:

    • Maximize volumes of relevant traffic by collecting as many keywords as possible and using all types of PPC campaigns and additional PPC channels such as: Facebook, Bing, Amazon, Twitter, Yandex, etc.
    • Dynamically change the website content based on the target keywords.
    • Add in rotation all possible extensions.
    • Ad copy optimization using the SKAG structure: 5-7 ads in rotation for each of my top 20% keywords.
    • Price in ad copies.
    • Negatives.
    • Automation with AdWords scripts.

I am not covering bid management techniques in this article; that topic will be covered in greater depth in a different guide!

So, to sum up, always think about the highest frequency actions that will help you to achieve your goals with minimum effort.

Principles number seven. Provide a more relevant website user experience. 

Help me to buy

Nearly 15-25 of search queries have never been asked before, which means it’s impossible to collect all possible keywords. You will have to use broad match keywords at some point and it’s impossible to have website content that will match with all user expectations. We have great news here – you don’t have to create 500 landing pages for each of your search terms, but you can dynamically change the website content for each visitor. This is possible via AdWords and Facebook API and we do that using our own scripts. I will cover this point in greater depth in a separate article.

The other interesting thing to consider is price segmentation. First of all, you may segment customers who are using words such as ‘cheap’ and its synonyms, which indicate decreased price as a requirement for such customers. Price segmentation is actively used by companies that are selling flight tickets, for example.

Take the most from each click.

Principle number eight. Keep track of your experiments. 

There are hundreds of Pay Per Click management methods and sometimes it becomes hard to measure the impact of the specific actions that you have performed. So you need to carefully track all of the important actions that you have performed. To increase your conversion rate, you can reduce the amount of irrelevant clicks by adding negatives or by adding the price to ad copies. In this case you will not get more conversions, but you will decrease the cost per conversion, yet quite often, you will also exclude those clicks which might lead to conversion.

I’ve seen so many times that “bad” keywords which contain “free” have a really good conversion rate, but blindly adding negatives is not the best long term strategy, because your profit may decrease. I prefer to add negatives which are 100% irrelevant, or which have some statistics behind them. Another option is to improve your website content, so with the same amount of clicks you will get more conversions. As a result, you will get many more conversions within the same AdWords budget.

Always measure your actions!

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