Nothing can replace the Pay Per Click (PPC) campaign since it is simple and effective. And if you can make your PPC campaign more specific and user-friendly, then the investment is really worth it. But, the problem is, how to manage PPC campaigns?

These campaigns are usually built using Google Ads. You can use the PPC campaign template provided in Google Ads campaign planning template.

However, how to manage PPC campaigns is not that easy and requires some knowledge of advertising strategies. From knowing the different ways you can bid, to understanding ad platforms and user interface, there is a lot you need to know.

Read also: How Does the PPC Help Your Businesses in Malaysia?

11 Important Things to Do: When Managing PPC Campaign

When managing a PPC campaign, you must pay attention to these 11 important things. Here are the 11 important things. 

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Define Your Goals

The most important things to do are careful planning and setting your PPC campaign goals. So the primary step to successfully managing PPC campaigns is setting the proper objectives. Be it website traffic, sales conversions, video views or whatever. You need to clearly define your goals and the metrics you will use to measure those goals. 

After defining your goals, then you can make a good PPC campaign strategy. Remember to also set realistic goals for your PPC campaign. You’re just setting yourself up for failure if your goals are unrealistic.

Find the Best Target Keywords

Keyword research is critical to running a successful PPC campaign as it affects many aspects of your campaign. 

Read also: SEO Keyword Tools for Better and Quick Results Malaysia

Ad text must be keyword-optimized to ensure that the ad appears for the correct search query. Your keyword also determines your level of competition, because several keywords are usually used by the other advertiser.

Therefore, the selection of relevant keywords is very important. You need to do extensive keyword research to drive your PPC campaign strategy.

Leverage Negative Keywords

In this case, you need to use negative keywords to make sure your ad doesn’t show for those keywords. On the one hand, negative keywords are just the opposite of keywords.

The main benefit of using negative keywords is to avoid wasting money by showing your ads for irrelevant search queries. If you use the negative keyword, it does not rule out the possibility of costing but not producing significant results.

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You can select negative keywords at the ad group and campaign level. None of your ads from any ad group will show for campaign-level negative keywords.

Finetune Your Targeting

In creating a PPC campaign, you have many targeting options. PPC campaign examples in Google offer search campaign options, display network campaigns, video campaigns, etc. 

For search campaigns, keyword and audience targeting are the main targeting options. Display Network campaigns offer more targeting options, including placement targeting. For example, you can use placement targeting, audience targeting, contextual targeting, or topic targeting. 

Select the Right Landing Pages

The purpose of any PPC ad is to redirect users to another page and encourage them to take the desired action. This could be buying a product or service, signing up for something, signing up for a course, or something else. 

When creating your ad, you need to add the URL of the landing page you want to target your ad’s potential customers to. And it is important to choose the right landing page. 

You should always direct people to pages that have a high conversion rate and are more likely to get more customers for your business. After all, the goal of advertising is conversion and not just website traffic, as the latter can be obtained with SEO.

Create Multiple Ad Groups

Never run a campaign with a single ad group as it is very limiting and doesn’t allow for many campaign optimization opportunities. 

You can target different keywords and audiences with different ad groups. An ad group is actually the level at which you get more specific with your targeting. 

And you want to target different types of target segments with different messages, keywords and destination URLs. That’s why it’s important to have multiple ad groups, so you don’t limit your campaign to just one keyword and target audience.

Optimize Your Ads

At the most granular level of your PPC campaign structure, advertising arrives. The ad content is what will ultimately decide whether people click on it or not. That’s why it’s important to create ad copy that instantly grabs your audience’s attention and gets a click.

Some key parts that you need to pay attention to are the to the point and relevant title, clean and minimal body layout, and encouraging CTA (Call to Action). 

Optimize Your Bids

One of the main things you need to do when running a PPC campaign is to set a maximum CPC bid. The maximum bid must be high enough to allow ads with high-level keywords to be displayed. You should also continue to adjust your bids based on your performance. 

Most marketers prefer to use manual bidding, but automatic bidding is a much easier option and can be very helpful. Basically, increase or decrease your bid based on which ads and keywords are performing well and which are not.

Run a Remarketing Campaign

Remarketing campaigns also can be intended for people who have previously interacted with your brand. Remarketing can be targeted to reach different groups of users based on their previous online behavior and interests. 

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Define the type of users you want to target and use dynamic retargeting to run successful remarketing campaigns. And remember to use more encouraging campaigns to attract the target back.

Track Your Conversions

To know your PPC campaign is useful, you need to track the performance of your PPC campaign. You need to know how many impacts that you get from the campaign that you show.

Conversion tracking will also help you determine which ads or ad groups are performing well. You can use this information to improve your future PPC campaign management strategy. 

Use A/B Testing

Last, but not least, you also need to test and optimize your ads. A/B testing allows you to show one ad to a certain percentage of your audience and another ad to the rest. With this testing, you know the differences of your ads and which is best for your audience. 

This technique is used to test various line items such as CTAs, titles, images, colors, etc. You can try two different CTAs and choose the one with the best performance. Similarly, you can A/B test each ad element until you create the best ad copy.

A/B testing can provide valuable information about CTA placement, layout, visual effectiveness, etc. This is the kind of information that will help you design better ads in the future and is, therefore, a worthy investment. You can use the PPC template Excel to make the report of your PPC campaign and PPC campaign goals


Pay-per-click (PPC) advertising is simple and effective. While a lot of more affordable marketing strategies have emerged over the years, nothing can replace a good old PPC campaign.

You need to know several things to make your PPC campaigns effective. From knowing the different ways you can bid, to understanding ad platforms and user interface, there is a lot you need to know.

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