Why use advanced PPC strategies?

Google ads advanced PPC strategies

The PPC world is growing and becoming more dynamic. Between the new advertising platforms and the continuation of new trends that are still popular, we have a lot to say. There is not only lots of innovation but also ways to improve your advanced PPC strategies.

Applying PPC techniques is all about innovating, testing, measuring and constantly growing. That means taking advantage of all the latest ad features, exploring networks, and implementing new strategies.

But in order to be successful, you need to know different ways to apply innovative PPC strategies to your business. Here are some tips to learn those new techniques in order to achieve a winning strategy.

  1. Time management

Google ads allow you to schedule your ads to be shown only in certain time slots or to exclude the posts to be published in hours of interest. It is common to find customers who due to their particular characteristics, do not want to advertise during the weekend, or only from Monday to Wednesday… the combinations can vary.

  1. Shopping by categories

Shopping campaigns are a must for any e-commerce campaign on Google Ads. You are able to find many tips on how to improve your “data feed“. Among them are the ways to label and describe the products as much as possible in categories and subcategories. This way you will be able to display it in Adwords and control the CPC.

What if you create a shopping campaign for each product category? All you have to do is duplicate the campaign and leave the categories of interest on active status. You can exclude a category in the Max CPC edit space. If you exclude everything except the group you are interested in, this shopping campaign will become exclusive for that group. 

  1. Divide by location 

It is ideal to separate campaigns by country, state, city, and location in detail.

There is a lot of discrepancy between outputs: If your target is Anglo-Saxon countries, you’ll want to separate the UK from the USA or Canada. The behavior of these countries is very different as well as their CPC’s, CPA‘s, etc.

Language differences: Even if your campaign targets different countries with similar behaviors and if they speak different languages, the separation is mandatory.

Advantages: Dividing your campaigns by the city allows you to optimize the budget within a country and allows secondary areas to have their own investment to grow.

Disadvantages: Again, the more divisions you make, the more campaigns you have to analyze and optimize – it’s still worth it.

  1. Let’s separate Remarketing

Just as Google is constantly updating to refine its search service, it also seeks to optimize Adwords to facilitate the tasks of creating, managing and optimizing campaigns. However, despite the fact that many processes have been simplified, in others, we have a little less control… as in remarketing.

Nowadays it is very easy to create remarketing lists. In order to create them, go to the “public” section in your campaign and select “Bid Only”. This is how we can have a campaign with active remarketing. If we select “enhanced CPC”, Google will give that list its own CPC.

What happens if instead of adding that list to the campaign we put it as a negative and create a separate campaign in “target & bid”? The result is the same, but opens the door to several benefits:

Advantages: We can create different ads from the remarketing list. We can even create a campaign for “visitors”, another for “people who filled the cart” or “people who bought”. Each user behaved differently, didn’t they? Well, we can show you a different message as well.

  1. Structure by CPC

In a conventional scenario, we will structure our groups according to qualitative criteria such as “product type” or “search combinations”. That would be the best way to organize our CPC content.

But do all the keywords in a group really get the same CPC? It is easy to see it in campaigns with a certain route where the data is representative. It is surprising to see that with a specific term we can have a quality score of 8 and a relatively low CPC. 

Key aspects of the analysis of the PPC strategies of our main competitors

There are four points that form the basis of an effective PPC campaign.

These are:

  • Study of the use of keywords used by our competitors. 
  • Types of advertisements used by our competitors.
  • Landing Page of our competitors.
  • Combination of organic and paid positioning strategies.

Defining these points will help start our analysis. We will be able to identify the main websites that can be considered as our competition.

By studying the competition, specifically their PPC campaign strategies, we must take into account each of the aspects that make a campaign effective.

The use of keywords in your campaigns are conclusive in the search for the audience we are trying to reach.

The way in which we project the information of the advertisement, as well as the target page, play a main role in the conversion, our competitors who have already done previous work on this can implicitly provide data of great interest to us and our objectives.

Base your advanced PPC campaign strategies on what your competitors have already done. If it has worked for them, it will work for you too, you just have to stand out more. You can take data, but you can also make a pattern break that changes everything in your favor.


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