5 Best Practices for Your Google PPC Campaign in 2020

The year 2019 was revolutionary for PPC marketers as the newly rebranded Google Ads introduced several changes, features, and improvements to benefit professionals from higher returns from their investment. Being the leading PPC campaign management company, we know how much effort and hard work it takes to get the top-level ROI from PPC marketing. So check out these best practices for PPC campaigns that will up your paid search marketing game in 2020 and beyond.

PPC and Stats

Pay Per Click (PPC) marketing is an online advertising medium in which you buy user visits to your website or landing page.

Google Ads is an effective platform to drive buyers to your site, who are interested in products or services like yours.

Google searches offer 246 million unique visitors and 3.5 billion interactions daily. PPC ads on Google get 65% clicks. This means advertising on Google can drive significant leads to your page, increase sales, and improve profits.

228,717 companies are using Google Ads, which include companies from computer software, retail, marketing, hospitals, automotive, IT, construction, hospitality, and Internet services. So whether you belong to these industries, own a small business or a multi-million dollar company, PPC is going to work for your organization if you follow these practices in 2020 and beyond.

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PPC Campaign Best Practices in 2020

1. Personalization

People love brands that cater to their specific needs. Users will show interest in your product or service when your ad message shows you have taken their interests in mind. People love personalization because they have to make fewer decisions and buy what they like without thinking much. There are three ways of achieving personalization:

1. Quality Score:     

Google scores each PPC ad based on the text and information you are conveying to users. The higher the quality score, the better the conversions. The higher the quality score, the lower the PPC costs.

2. Dynamic Text Replacement:

It helps you match your PPC ads’ keyword with the content of your landing page. You can personalize your landing page content in real-time to match it with PPC headlines. When users click through your ad and find the website personalized for their search query, it is likely that the leads will convert.

3. Google’s Customer Match:

Google’s platform allows marketers to upload a list of email addresses or phone numbers of their targeted customers and display ads to them when they search on Google for products or services like yours.

With personalization, you can create a high-converting PPC campaign that will drive click rate and lead conversion.

2. PPC Automation

PPC marketing involves a lot of labor-intensive tasks. Marketers waste more than half of their time creating relevant ads, optimizing bid strategy, and more. If these tasks are automated using tools, they can focus on more important marketing tasks such as analysis of landing pages, optimizing websites, etc.

In 2020, more and more marketers will use automation in PPC to manage bids, enhance CPC, identify performance issues, generate ad content based on the user query, and create ad reports.

For instance, you can use Google Ads Explanations to find changes in PPC campaign performance. The report provided by Google’s Explanations includes search interest of users, auction activity on your account, and change history. Google’s Anomaly Detector helps you detect unusual changes and find out where you have a problem in your PPC campaigns.

Instead of completely automating your PPC campaign, try automation layering. Teach and monitor your tools to ensure they are producing accurate results.

3. Mobile Optimization

93% of people who search on Google make a purchase at the end. And, 50% of paid search clicks come from mobile devices. This means mobile devices have become an important platform to interact, engage, and convert users.

If you are utilizing PPC marketing to target customers, you must optimize your ads for mobile phones and tablets. Here are the things to remember for mobile PPC optimization.

  • Mobile PPC Ad Bidding: Follow this formula to calculate CPC for your mobile PPC ads.

Mobile Bid Adjustment = 100* ((value per mobile click / value per desktop and tablet click) – 1)

  • Create mobile preferred ads using a short call to actions and utilizing call extensions.
  • Make sure your landing page is mobile optimized as well.

4. AI in PPC

Marketers want to get the most out of every dollar spent on PPC advertising. By utilizing AI-powered tools, you can make your PPC campaign more effective, increase conversions, and save budget.

  • Artificial Intelligence (AI) tools can predict customer behavior such as purchase history, browsing activity, demographic, and device used by customers. AI can then help marketers to target customers based on their behavior.
  • Automatic bid management using AI tools in response to market dynamics can help you save time and money too.
  • Utilize AI tools to stop poor-performing ads.
  • AI-powered analytics solutions let you analyze which keywords are resulting in higher clicks. This would help marketers to create more ads using those keywords and increase conversions.
  • Google Responsive Search Ads is a type of AI tool that lets you create 15 headlines and 4 descriptions for a PPC ad.

As a top rated PPC management service provider, Source Soft utilizes advanced tools like AI and machine learning for PPC marketing, advertising, and digital marketing. If you are finding it difficult to implement AI in your PPC campaigns, let our experts help you!

5. Smart Bidding

Following an extremely data-driven bidding approach helps you to set a bid amount that gets your maximum clicks and conversions while saving your PPC budget. There are 4 machine learning-powered smart bidding strategies:

. Enhanced CPC:

This bid strategy should be used when you want maximum conversions but like to do manual bidding. This strategy lets you automatically adjust bids based on whether or not a keyword will convert.

. Target CPA:

This bidding strategy helps you get maximum conversions by automatically adjusting the bid amount, which is within the target cost per action (CPA).

. Maximize Clicks:

Google will automatically adjust bids to get your site maximum clicks but within your budget.

. Target ROAS:

This bidding strategy lets you get maximum conversions within the target return on ad spend (ROAS).

To determine which of the above bidding tactics work best for your PPC campaign, find the answer to what you want from your PPC campaigns and then choose the one that helps you achieve your goals.

Other best practices for PPC marketing in 2020

  • Google Video Ads
  • Smart Segmentation
  • Voice Search
  • Virtual Reality Ads
  • New PPC Platforms like TikTok, LinkedIn, Snapchat, etc.


Pay Per Click (PPC) is an important element of digital marketing. It is a powerful way to gain customer attention and take them to the desired landing page. Utilizing the above-mentioned best practices can significantly increase traffic to your website and improve conversion rate from PPC ads.

If you are planning to add paid search marketing to your marketing strategy or not able to get good results from your PPC campaigns, you can contact Source Soft Solutions. As an experienced PPC campaign management company, we can help you set up your PPC account, create ads, customize metrics, personalize landing pages, and enable automation to drive clicks and sales. Contact our PPC experts today!

You may like to read:

10 Reasons Small Businesses Must Invest in PPC Campaign

Three Drivers Of Paid Search Campaigns For Ecommerce Business

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