5 Tricks Experts Use To Get More Leads From Pay Per Click Campaigns Without Spending More Money

If your business currently has active PPC campaigns, using anyone of these tips will have a positive impact on your bottom line. If you implemented them all, your will have a major leg up on your competition. Most people don’t spend enough time thinking about how to get the most out of their Pay Per Click (PPC) budget.  . These tips are meant to be generic to help anyone get better results. There is no one size fits all solution for getting the best results out of your PPC campaigns. If you are looking for expert assistance, please contact InBusiness, Inc.  about conducting an in depth PPC account audit.

Note: For the sake of simplicity these tips will focus on Google Adwords

Tip #1 Adjusting Your Match Types

There are 5 keyword match types in Google AdWords:

Broad Match – Ex. Car Insurance (Will show up for any search even remotely related to the word car or insurance)

Modified Broad Match – +Car +Insurance (Has to have the word car and insurance in the search phrase in any order)

Phrase Match – “Car Insurance” (must have the exact phrase “car insurance” in the search)

Exact Match – [Car Insurance] (will only show for the search “car insurance”)

Negative Match –       -Car  (will cause ads to not show for any search with the word car to not show)

(Note: You can actually have broad, phrase, and exact match negative keywords)

There are plenty of explanations about what each of these match types do, but we won’t be addressing the details in this blog post. For now, just follow these simple guidelines. The less of an expert you are, or the person managing your AdWords is, the less complex your setup should be, and the more your bidding should be focused on exact and phrase match keywords. Exact match keywords operate exactly like you would expect. They allow you to bid on the exact keyword phrase and nothing else. The standard broad match keywords are the exact opposite. If you use the word “Car”, Google may decide that “automobile” or “truck” is also a good match for your term.

Broad match can be a very useful tool to get the maximum volume of awareness from Adwords, but it is far from targeted unless you are utilizing negative keywords to avoid showing up for erroneous and non-relevant searches that can waste your budget. It is for this reason that I only recommend broad match to experts.

Cliffnotes: Start by focusing on exact and phrase match keywords to get more leads out of your budget. If you are an expert or have an expert manager, stick to modified broad match (+car +insurance). Almost never use traditional broad match unless you campaign is already completely optimized and you want  to find a higher volume of leads from terms you haven’t thought of.

Tip #1 1/2  – Google recently changed match settings where you also have to disable close variants and misspellings in your campaign settings. Not doing this will cause you to spend money you don’t want to unless you are an expert and understand how it works.

Tip #2  See What Keywords Are Actually Spending Your Money

Most unprofessional campaigns in AdWords use broad match exclusively. There is not quicker way to waste your budget without results than this. If you insist on using broad match you at least need to understand what keywords you are bidding on.  To do this Adwords has a hidden tab once you are viewing the keywords tab called keyword details.

adwords keyword detail

By clicking on the keyword details tab and selecting all Adwords will show you the actual keywords that are causing people to click and spend your money. Once you see this tab, it doesn’t take  a rocket scientist to see if you are wasting a good part of your budget on terms that have nothing to do with your offerings. This insight alone will save you thousands over the course of a year.  Once you see this tab, and you are done crying about all the money you have been wasting, it is time to do something about it. This leads us to you next tip.

Tip #3 Employ Negative Keyword Lists

Negative keywords aren’t as big of a deal if you are employing exact and phrase match keywords, although they are still valuable, but if you are employing broad match they are essential. Some of the most common money wasters are searches that include the words like the following list:

  • Jobs
  • Careers
  • Diy
  • Free

These are all keywords that your business can’t afford to waste money on in most cases.  Combat the issue by adding them to your negative keyword list. You can do this in several ways. One is from the keyword detail screen you identified from tip #2.

adwords negative keywords

Another way is from the regular keyword screen. There is a link at the bottom below all your keywords that gives you access. Take  a minute to determine if you want your keyword to only be a negative for that ad group or the whole campaign.

adwords negative keyword access screenshot

Warning! Negatives increase the complexity of a campaign. If you exclude the wrong keyword you may cut off your visibility from key searches and not be able to identify why your results have suffered. Use them with care. If you are worried about screwing up your campaigns, speak with a professional.

Tip #4 Use Ad Extensions For Higher Click Through Rates

Google allows for several ad extension types that can help you gain more market share for your most important keywords by increasing click-thru rates of your ads by as much as 30%. This is coming from Google’s internal data from2011. To turn them on, go to the ad extensions tab when you are in a campaign, change the “view extensions” drop down to “sitelink extensions” and then click new extension. You can take up a lot more real estate than a traditional ad and get more clicks from the most important keywords.

Note: You have to bid high enough for ads to show in the top three ads for extension to take flight.

adwords ad extensions screenshot

IGNORE TIP #5 At Your Own Peril

#5 Implement Conversion Tracking No matter What!

There is no question that you have to implement conversion tracking. It is what closes the loop to tell you what is getting results. You win at the PPC game not by getting the most clicks, but by getting the right clicks at the right time, and right price. Conversion tracking is what gives you those answers. If you have an ecommerce store where people are checking out, it is even better if you implement conversion value tracking. This is where your shopping cart not only tells Google a conversion happened, but how much it was worth. This type of information is a foundation stone in good PPC campaigns. It’s not always about the number of conversions. Often times, revenue per visitor and conversion rates don’t line up. It is entirely possible to increase conversion rates while decreasing revenue per visitor (RPV).  Generally, you will want to focus more on revenue per visitors because conversion is calculated in that number. The clearer you data tells the story, the easier it will be to get the results you are looking for. Want to know if you currently have conversion tracking enabled? Go to your confirmation page and look at the source code (Right click your mouse for the option on firefox or internet explorer) and search “google_conversion”. If it isn’t there, and you are paying someone to manage your campaigns, you skip the next payment because they are doing you a disservice.

Example Code Snippet:

<!–???? Google Tracking Conversion Page —????>

<script type=”?text/javascript”?>

/* <![CDATA[ */

var google_conversion_id = 10364519964;

var google_conversion_language = “?en”?;

var google_conversion_format = “?3”?;

var google_conversion_color = “?ffffff”?;

var google_conversion_label = “?ZW0aCNugoFufSDfsf”?; var google_conversion_value = 0;

/* ]]> */


Running a PPC campaign without conversion tracking is like playing poker without looking at your cards. You are at a huge disadvantage to your competitors.

Taking these tips to the bank

The majority of these tips can be implemented in an afternoon and save you 25-75% of your marketing budget while providing you with more leads if they are not already implemented. Of course there are a dozen more that can help you, but knocking them off one at a time is the best way to go as opposed to getting overwhelmed. If you don’t have the time to implement these, contact InBusiness, Inc. about providing an account audit to give you customized account recommendations. If the improvements that can be made don’t cover the fee’s  to do them, we will tell you how to do them yourself.

<a href="">David Wolf</a> is the founder of InBusiness, Inc. He is also an avid entrepreneur. David is an avid reader, and an expert at SEO, PPC, and inbound marketing strategies.