AdWords Tips

25 PPC Tips & Tricks to Try in 2013

By Elisa Gabbert January 03, 2013 Posted In: AdWords Tips Comments: 41

The gym is always extra-crowded this time of year, full of people redoubling their fitness efforts and trying to stick to their weight loss resolutions. The good news is, you can apply the same enthusiasm to your AdWords account without having to park at a crowded gym and fight for a spot on a bench or in your favorite class!

PPC Tips

Are you ready to kick some AdWords ass in 2013? Try out these 25 tips from our Customer Success team to save time and money and get better results.

Enable Sitelinks

Sitelinks! They are quick and easy to implement (through WordStream software or AdWords), cost no additional money and can have an enormous impact on CTR’s.

Erin Sagin, Customer Success Specialist

Log Your Performance

I track my results daily. First thing I do every morning is log yesterday’s account level performance into a daily tracking spreadsheet. In this sheet I set up formulas to project the data in the month-to-yesterday and have the formula average the current performance over the remaining days in the month. What I’m left with every day is an understanding of what my performance will be at the end of the month. Since I (should) have clicks, impressions, budget and/or conversion goals already established, I know exactly where I’m going on any given day. If I only have one account I can do this at the campaign level but If I have multiple accounts (agencies) then it allows me to prioritize which account needs work now.

PPC Performance Log

No tricks other than that from me. It’s a lot of optimizing based off of behavior given the time.

Rich Griffin, SEM Manager

Set PPC Resolutions

Resolution #1: Build a mobile website and landing pages.

Resolution #2: Start using phone tracking like Mongoose Metrics, or at least put different phone numbers on different pages.

Resolution #3: Start using the Dimensions Tab to find how to convert better.

Resolution #4: Split out your mobile and desktop campaigns (if you haven’t done so).

Resolution #5: Check your queries once again and work more with negatives.

Resolution #6: Try targeting display ads by placements and topics. Don’t rely only on keywords. Use retargeting as well.

Resolution #7: Get rid of the “limited by budget” sign. You are losing a lot of opportunities.

Resolution #8: Switch broad matches to “modified broad match.”

Resolution #9: Create ad scheduling (if you haven’t done so).

Resolution #10: Don’t leave your AdWords account on autopilot, hire an agency if you do not have time to manage it.  

Sergey Rusak, PPC Marketing Strategist

Take it Slow

Usually I tell clients if they are looking to restructure their accounts and make big changes to help with optimization they need to take is slowly. Making big changes too fast can be detrimental to your account. Take it slow, PPC is a marathon not a sprint.

Another thing I tell a lot of clients is that nothing in PPC happens overnight and nothing is 100% guaranteed so if something doesn’t work right away, don’t panic, try a new approach. Making subtle changes to the account can help.

Lisa Wilkinson, Customer Success Specialist

12 More Advanced PPC Tips for 2013

  • Tag all of your Bing destination URLs with Google Analytics tracking code to ensure data is importing properly
  • Create a campaign that targets select managed placements on Google's display network based off what you know about your target market. Create some really great banner ads using the display ad builder.
  • If you are e-commerce, make sure you have revenue tracking set up in Google Analytics.
  • If you a service based company, integrate AdWords with your CRM to better understand the value of each click. 
  • Duplicate campaigns based off customer-value from specific geographic regions. Spend more money where the average customer is worth more.
  • If you don't know, spend some time this year understanding what the lifetime value of a new acquisition is. Always look at click price with this in mind.
  • Set up remarketing through Google Analytics. Create separate ad groups to target different people. 
  • Avoid searching for your own ad online. It is not a clear indication of performance and can easily distract you. Look at the data within AdWords, Analytics and other tools to make decisions.
  • Utilize Google Places and +1. Make sure you have linked AdWords with Places if you rely on local business. 
  • For e-commerce, enable Google Shopping by setting up a Merchant Center account. Also check out Bing Shopping, as they are making regular improvements to it.
  • Read the Google Analytics Blog every day.
  • Always keep your Google Analytics Tab and your AdWords/WordStream tab open at the same time to make better bidding decisions.

Nick Weidman, Paid Search Specialist

AdWords Performance Grader

If you enjoyed this post, please consider leaving a comment.


Friday January 04, 2013

Sarah Park (not verified) Said:

These tips are awesome!  These will be helpful to start a wonderful year ahead.  Thank you so much for sharing this post.

Friday January 04, 2013

Nathan Peters (not verified) Said:

You guys have some great content on your site.  

I would like to ask your permission to publish your RSS feed on in the Internet Marketing niche.  Nichespot provides dofollow backlinks and rel=canonical protection from the duplicate content penalty.  It also has a voting system where the most popular posts remain visible at all times.

Let me know what you think.

Sunday January 06, 2013

Keane Kwa (not verified) Said:

Great tips here. I don't have time to manage my Adwords account, so are there any good agencies that you can reccomend?

Monday January 07, 2013

Alex Dumpfree (not verified) Said:

These are huge tips! Thank you Elisa. Time to work at this guide one by one. Excellent post! 

Monday January 07, 2013

Catherine (not verified) Said:

We also spending more budget in Google Adwords, but I want to know how to find the buyer keywords is there any tool to find buyer keywords especially.

Monday January 14, 2013

David (not verified) Said:

In your adwords account, under 'Tools and Analysis', you have a link called 'Keyword Tool'. Though it is not the buyer keywords, these would give you a better idea in keyword selection.

Monday January 07, 2013

eSparkInfo (not verified) Said:

SEO is long run methods. we are going to get traffic through it however it'll takes time, however also it`s terribly effective for long run business goals.

PPC (pay per click ) it`s a part of search engine marketing, it`s term through that we will increase over leads instantly, we tend to only for each click. we tend to you have got abundant competition in your field then use will use PPC for immediate results.

Monday January 07, 2013

Victor Pan (not verified) Said:


Dofollow, correct implementation of rel-canonical, and editorial review system to prevent spamminess? I'm sold just on your smart comment.

We'll get back to you shortly!

Tuesday January 08, 2013

Wendy (not verified) Said:

You certainly deserve a round of applause for your information overload post and more specifically, your  blog in general.  Very high quality material

Thursday January 10, 2013

BSE (not verified) Said:

Money saved is money earned and definitely each point has given a new thought process which can be saved to reduce the cost per click.

Thursday January 10, 2013

Wayne Strickland (not verified) Said:

Hi Elisa,

Great content. I particularly liked the "log your performance" tip.

Kind regards,

Friday January 11, 2013

Mega Business Design (not verified) Said:

Pretty helpful indeed. I'm ashamed to say I've never even read the GA blog... but I will now!

Sunday January 13, 2013

agencia marketing online (not verified) Said:

Great tips, Wordstream are the best weapon for SEM

Thursday January 17, 2013

Aditya Agarwal (not verified) Said:

great blog post, thanks for sharing. Great tips!
very cool explanation, I will try to diversify as much as I can.

Monday January 21, 2013

Web design company NSW (not verified) Said:

Very interesting post Elisa! The tips are fantastic and very helpul too! Thank you for the great share!!! 

Tuesday January 29, 2013

Rank Watch (not verified) Said:

This is some really great input mate. Loved those tips. Especially your reference about the "sitelinks". I do come across many webmasters who are still much clueless about this and do not know its basic inception, method of inception and its usefulness. I think after reading this post, they will be out and clear on this topic.

Tuesday February 05, 2013

empresa de posicionamiento web (not verified) Said:

Thanks for your tips. They are very useful and helpful for us. I hope to read a new post yours very soon. Congrats for the blog from Spain :)

Wednesday February 13, 2013

Austin Geraci (not verified) Said:

Great List, People really need to pay attention to "negatives".  I would venture to say Keywords you're NOT allowing are even more important than your targeted keywords.  

Your ad budget can get spent very quickly without proper negative filters.  So fast that it doesn't matter what you're targeting because you may never get the opportunity after your budget is spent for the day.

You guys did a great job with  "Controlling PPC costs with Negative Keywords" guide. I recommend everyone check it out..

Saturday March 09, 2013

Omar (not verified) Said:

Thanks for this impressive list, it give me some interesting ideas for improving our strategy in PPC :)

Wednesday April 03, 2013

PPC Management (not verified) Said:

Great list Elisa, seems really interesting, I have to try this and hoping that it will help me enhance my PPC strategy.

Thursday April 18, 2013

Tmssoft (not verified) Said:

Good tips.

Logging all your data is a basis on a effective capaign. If you don't see the data, you cannot know what is working and how to improve.

Also, we can check how adding as much extensions as you can, improve your ctr. It's really amazing how simple

Friday April 19, 2013

Euan (not verified) Said:

Great advice. Agree - Site links are quick and easy to add to an ad and give an extra shot at catching the reader's eye. I know I am often drawn to ads with site links.

Tuesday April 30, 2013

Oliver Ewbank (not verified) Said:

Great post with soem really good tips. Offer extensions are another useful tool to help you get the most out of AdWords.

Friday May 17, 2013

TheSeoPortal ppc (not verified) Said:

I think the worst mistake people are doing with their PPC Campaign is that they are not tracking or analyzing carefully or leaving to auto mode. If you are not devoting yourself to your ppc campaign then how you can expect result from it. So my one and only advice to all who are choosing PPC Advertising is to consider all above PPC Tricks of yours if they really want to earn profit from their ppc campaign

Monday June 24, 2013

MeraSEO (not verified) Said:

Great Blog. Awesome tips on PPC management. I really like the tip by Lisa Wilkinson on taking ppc like a marathon not like a race.

Wednesday July 17, 2013

Laura (not verified) Said:

Thanks for the excellent post. 

I'm new to Adwords and am trying to make the best of my campaign. I really appreciate your tips. I do have one question. What formulas did you use to predict the month outcomes in your spreadsheet (the green line)? I'm working on building a good SEM report and I really like yours.

Thanks in advance!

Wednesday September 04, 2013

Agencia de posicionamiento web en barcelona (not verified) Said:

Great post with soem really good tips. 

Tuesday October 01, 2013

Dave Barber (not verified) Said:

Hi Elisa,

Thanks for sharing I have yet to try the PPC route and the post has helped,but I can see from what you have written

that it's going to be a steep learning curve! I will go through the blog to find more info.

Thanks again


Monday October 21, 2013

Jinson (not verified) Said:

Detailed report actually very helpful. User Preferences and how their different disability gives you a lot to think about.

Thursday October 31, 2013

kathy (not verified) Said:

Google Analytics is really a great tool.I LIKE it!


Friday November 01, 2013

Hubert Sawyers III (not verified) Said:

Is it possible that the PPC log is a downloadable template?

Sunday November 03, 2013

Presupuesto tienda online (not verified) Said:

Great post and great blog. Very cool explanation, thanks.

Thursday December 26, 2013

Posicionamiento en buscadores (not verified) Said:

Thank you Elisa.

Excellent post!

Sunday January 12, 2014

Andrés Ledo (not verified) Said:

Very good work, congratulations. 

Att Andrés Ledo

Monday January 13, 2014

Local SEO Monk (not verified) Said:

Any new tips for 2014!?!? :)

Thursday March 06, 2014

Consultor SEM (not verified) Said:

WS is one of the best tool for improve our PPC campaign. Use it, its a must. Thank for sharing this useful post.

Tuesday March 25, 2014

Peter (not verified) Said:

Hi, great tips, thank you :)

Tuesday April 22, 2014

vinay kumar (not verified) Said:

thanks for sharing this 25 ppc tips & tricks !



Tuesday July 29, 2014

Anonymous (not verified) Said:

Very nice article! I save this site at my bookmarks.

Thursday August 14, 2014

ismail (not verified) Said:

thank you elisa

Tuesday September 16, 2014

ujjwal kumar sen (not verified) Said:


I am really appreciate with your all points, but I think we should use e-mail marketing with PPC, that's why it will be beneficial for long run.

I hope it will be good.

I don't know what you think? 

Please let me know about this opinion and also tell me which e-mail marketing is good.

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