Managing your Google Ads PPC campaigns can be a little tricky at times, even for the experienced advertiser. It requires that have an understanding of things like the differences between ad groups and campaigns, using negative keywords, and using a Search Terms report to best advantage. Even if you are a veteran PPC campaign advertiser, you’ll undoubtedly gain some benefits from the five tips listed below.

Optimize Your Ads for Devices 

This can have a major impact on what your users will see of your ads. For instance, the majority of ads are presented on mobile devices, and that means that your prime content should be presented in the upper half of your ad for best effect.

Understand Search Terms and Negative Keywords 

There is a wealth of information contained on the Search Terms report, for instance the exact user search queries that were used to contact your website. Using negative keywords can help to eliminate unwanted search queries, so you don’t have to pay for clicks that ultimately are doomed to lead nowhere.

Know Your Bidding Strategy 

Unless you have a good understanding of how your chosen bidding strategy works, you could go through your daily budget very quickly, and perhaps have little to show for it. By using Smart bidding strategies for instance, you’ll be able to exert some level of control over what you bid on your selected keywords.

Establish Your Columns Appropriately 

Column usage is different between keywords, ad groups, and campaigns, and you’ll need to tailor these in each view if you hope to get some kind of effective metrics on ad performance. Whichever metrics matter most to you are the columns you should add in, whereas the metrics which have no relevance should have their columns removed.

Be Careful Using Ad Extensions 

The visibility of PPC campaigns can be easily enhanced by using ad extensions, but you need to be careful in how you go about using them. Knowing exactly what will display on given devices will help you to decide which areas should be extended for an improved appeal to users. Whether it’s expanded Sitelinks, location extensions, or structured data extensions, you can add lots of potential data to your ads with these extensions.