For some marketers, especially B2B companies, the holidays may be a time of year when things slow down, which can be the perfect opportunity to thoroughly cleanse your PPC account and get it to deliver more bang for your buck. On the heels of my blog post on landing page optimization, here are 10 ways to make your PPC campaign more profitable.

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1. Make changes that matter.


Don’t just look for what is not performing well in your campaign, look for areas that would have a big impact on your ROI if it were working better. See what campaigns and ad groups within each campaign represent the greatest share of your overall paid search budget.

Once you’ve identified the most critical areas of your campaign to optimize, start by taking a look at your Quality Score. Improving it will help you reduce your cost-per-click in relation to the position of your ads. This involves looking at each keyword’s CTR, associated ads and taking some of the following steps:

2. Create better targeted ad groups.


Look through your ad groups to find keywords with low Quality Score or low CTR and see what ads are showing up for them. Consider placing these keywords in another ad group with ads that are more relevant. In the case of broad match keywords, use the “See Search Terms” report to find some common queries you are getting clicks for. If some of the keywords that often get clicks are relevant to you, consider using them as a phrase or exact match in the same or new ad group.

Besides using the “See Search Terms” report to better target relevant keywords, use it also add to list of keywords that you do not want to target.

3. Curate your negative keyword lists.


Add negative keywords to your list so that your ads show for more relevant searches. You can find these in the “See Search Terms” report.

4. Use broad match modifiers.

If you have not done so already, add the new broad match modifier to your ad groups. This type of matching is more flexible than phrase and exact match while doing a better job of targeting than broad match. Bid on this match type higher than you would on broad match, and lower than phrase and exact match.

Your CTR does not only rely on your keywords, so it’s important that your ads get users to click.

5. Test your ads.


Look for ways to make your ads stand-out against your competition and test different ideas. Let ads compete against each other and gather sufficient data before eliminating one or more ads. When you come across a test result in one ad group, consider applying what you learned to other ad groups.

Everything I’ve listed so far is primarily meant to increase your CTR. But what about making sure that each click is the best click you can get?

6. Filter out unwanted clicks.


Provide information in your ad copy that will deter your most common unwanted customers. For example, if your services start at $5,000, consider using that in your ad copy. This may go against our strategy of increasing our CTR, but its benefits may outweigh the loss by increasing the value of each click.

7. Use match types to control bids.

Look at broad match keywords that are consuming a lot of your budget, without delivering the goods in the form of conversions. Consider reducing your bids on some of those broader keywords and increase bids on phrase and exact match keywords that are delivering good results.

8. Show ads at the right time.


After doing some preliminary testing by showing ads throughout the day and days of the week, configure your bidding schedule to get your ads more attention when it counts.

I’ve covered most things leading up to the click. Now let’s look at what to do about what visitors see after they click on your ad.

9. Improve device targeting.

Make sure that if you are targeting mobile devices that you are sending traffic to a mobile-friendly page and that this mobile traffic is in a separate campaign from your desktop computer targeting.

10. Conduct landing page optimization.

Work on continually improving the conversion rate of your landing pages. At the end of the day, no matter how cheaply you can generate traffic to your website by improving Quality Score or how well you can filter out unwanted clicks, if your pages are not focused on turning each visitor into a client, then you will always be spinning your tires in the mud. If you need a few tips to get you started, check out 84 Tips For A Killer Landing Page Design.

Below is a demonstration of the effects of conversion optimization on ROI:

There’s some good news for the thousands of bloggers, freelance writers, programmers, SEOs, web designers, etc. who rely on the PayPal service in India for receiving payments from their foreign clients.

The good news is that you can now withdraw money from PayPal to your local bank account without requiring an IEC code.

The PayPal blog incorrectly mentioned “Export Code” in their previous blog post though they actually meant “Purpose Codes.” Unlike IEC codes that are unique for every individual / business, Purpose Codes are pre-defined by the RBI and their value varies depending on the type of service that you are offering to the client.

Which Purpose Code Should You Use

Following is a list of select Purpose Codes that are most relevant for us though the full list is available on the website of Reserve Bank of India.

The code “P0805? has been fixed by RBI for “News agency services” and all freelance writers and bloggers, according to PayPal, will come in that category. The code “P1007? is reserved for Advertising and Marketing so SEOs, SEMs, Social Media Consultants, Web Designers and even Internet Marketers should use this code.

The problem is that you’ll have to specify a Purpose Code each time you initiate a money withdrawal request from PayPal and your bank, as per Indian law, may require you to provide related documentary proofs to reconcile with your withdrawal.

As a blogger, you may receive revenue from both advertising companies (for putting ads on the blog) as well as for freelance assignments (you write for another blog). Same holds true for independent software developers who may also have a blog. Some of the money in your PayPal account could be from writing software code while the other half could be advertising revenue generated from the blog.

Am not sure if PayPal will allow users to specify multiple Purpose Codes at the time of withdrawal but if they don’t do it, you need to be a bit careful because the same Purpose Code may not be applicable for all withdrawal requests.

You can no longer use PayPal as a money remittance service (for example, you are in US and transfer a certain amount of money from your PayPal account to your father’s PayPal account who then transfers it to his local bank account in India). If you have made such “personal payments” in the past, the recipient can only withdraw that money by requesting a cheque from PayPal