Broad Match vs Phrase Match vs Exact Match – Google Ads 2019

Broad match vs phrase match vs exact match? What are Broad Match keywords? What are Exact Match keywords? What is Phrase Match keyword? What is broad match modifier definition? If these doubts are hampering your Google Adwords campaign management, then today you are going to learn them all. So let’s go step-by-step and understand what are the broad match keywords and broad match modifiers in the beginning.

Broad Match Keywords – Definition:

The keyword type namely, broad match is known to be the default match type of Google Ads. In the event that you do not specify any match type of your campaign, your ads automatically run on broad match. It means they will be triggered on all the possible variations of your keyword (s). These variations can be of plural forms, misspellings, keyword additions, stemming (e.g., write, writing, etc.), synonyms, related searches, etc. So, if a few terms are not part of your keyword, but are followed by your keyword, your ad may appear in Google Search results. However, this technique brings more visitors to your website, but all of them may not be relevant to your business domain.

Example of Broad Match Keyword:

If your keyword is PPC company in Delhi, the ad may trigger on the following keywords too:

  • Company in Delhi
  • PPC Company
  • Best PPC Company in Delhi
  • PPC companies
  • Adwords management company in Delhi
  • PPC agencies in Delhi
  • PPC organizations
  • Top PPC companies in Delhi

What is Broad Match Modifier – Definition?

The next one in the list is broad match modifier, which is known as an advanced version of broad match Keyword type. Yes! Broad match modifier helps you create more conversion driven campaigns as compared to the simple broad match keyword type. As mentioned before, merely using broad match keyword can make you spend more on Google Ad campaign. Why? Well! The reason is that simple broad match keywords may trigger unwanted leads along with your business specific leads. This is why broad match modifier came in the picture.

Modified broad match keyword helps you refine leads as per your business requirements.  They facilitate you to specify that certain broad match keyword terms or their closed variants must be present to make your ad appear in search result. It can be extremely helpful if your quest is to get only the meaningful queries under a set budget. Remember! Here, the close variants do not include related searches or synonyms. They include synonyms, misspelling, singular, plural, abbreviations, acronyms, stemming, etc.

Let’s understand broad match modifier a little bit more for bringing more clarity to it. Well! A broad match modifier makes your ad visible if anyone’s search query has keywords marked with + sign. Now, this ‘+’ sign transforms broad match to broad match modifier.

Example of Broad Match Modifier:

If your broad match modifier keyword is +content +writing company in Delhi, then your ad will trigger on the following search queries:

Search Query Advertisement Result
Content writing in Delhi Yes
Content Company in Delhi No
Content writing services in Delhi Yes
Writing company in Delhi No


In nutshell, the search query must have both broad match modifier terms to display your advertisement.

What is Phrase Match Keyword – Definition

With phrase match, you can show your ad to customers who are searching for your exact keyword and close variants of your exact keyword, with additional words before or after.

Phrase match is used to further refine your leads. Yes, you got it right! Phrase match displays your ad only if any search query exactly matches your keyword (s), their close variants and additional words before or after. Attention! Here, close variants include misspellings, abbreviations, stemming (), singular and plural forms. Another important thing in Phrase match is the order of words in search query. In other words, your ad will not be displayed if there is an additional world between your main keyword.

Phrase match keyword is represented with a sign, “”. Let’s take an example of a phrase match keyword, “Soccer Jersey”:

Example of Phrase Match Keyword:

Search Query Advertisement Result
Exclusive Soccer Jersey Yes
Buy Soccer Jersey at Discount Yes
Red Soccer Jersey Yes
Jersey for Soccer No
Soccer T-shirt No

What is Exact Match Keyword – Definition

Exact match keyword is one of the smartest Google Adwords keyword types that show your ad to the customers, searching for the exact keyword or close variants. Exact match keyword type is represented with a sign, [].  Attention! The close variants in Exact Match Keyword type are a bit different than phrase match Keyword or broad match keyword type. Here, close variants comprises search intent as well.

In simplified language, if the meaning of somebody’s search query matches with your keyword, then it makes your ad triggered in search results. Close variations in Exact Match Keywords allow us to have an opportunity to connect with the customers, looking for our services. Here, you are no longer required to create a list of innumerable keywords as you do it in broad match, broad match modifier and phrase match respectively. Moreover, exact match keyword type is known to deliver more conversions, as it works on displaying your ad as per the intent of search query regardless of spelling, grammar, etc.

Be it the search query “Soccer Jersey” or “Jersey for Soccer”, the intention of your audience remains the same. Yes, they are looking for soccer jersey. Right?

Here is the list of close variants in exact match keyword type when your ad will be shown under exact match keyword type:

  • Same intent
  • Singular and plural forms
  • Stemming
  • Paraphrase
  • Implied words
  • Abbreviation
  • Reordered words with same meaning (e.g., [soccer jersey], [jersey soccer], etc.)
  • Conjunctions, prepositions, articles (e.g., [shoes for men], [men shoes])
  • Synonyms
  • Same search intent (e.g., If your exact match keyword is [Cricket bat], your ad will be showed on search query, buy bat for cricket)

Example of Exact Match Keyword Type:

If your exact match keyword is: [Pants for Men], then here is its display status as per various search queries:

Search Query Advertisement Result
Pants Men Yes
Men Pants Yes
Men Pant Yes
Pants for a Man Yes
Red Pants for Men No
Buy Men Pants No
Gyming Pants No

If your exact match keyword is [bathing suits], here is the display ad result:

Search Query Advertisement Result
Swimming suits Yes
Competition swimwear No
Suits for Swimming Yes

Last but not the least, in the event that your exact match keyword is [Images royalty free], then here is the display ad result:

Search Query Advertisement Result
Free copyright image Yes
Stock images No
Freeware copyright images Yes

Phrase Match vs Exact Match

In the battle of phrase match vs exact match keyword type, exact match is known to be more advanced keyword match type owing to its meaningfulness. Exact match is extremely helpful to deliver the meaningful search results to the customers, which certainly saves their time as well as ours. But, it does not mean that you are suggested to only use the exact match keyword instead of other Adwords keyword types. Well! It entirely depends on your business requirements, as the nature of every business may vary.

The changes to the close variants in exact match keyword type have been made in September, 2018.  In nutshell, exact match keyword type has been evolved to show the best results as per user’s need. And, Yes! This is what every entrepreneur is looking for in the arena of paid advertising. So generate more ROI by choosing the best keyword type for better Google Adwords campaign management experience. Be it broad match, modified broad match or the bout of broad match vs phrase match vs exact match, choose the right Adwords keyword type to make a difference. Good Luck!

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Types of Adwords Bidding Strategies – Now Google Ads Strategies

Adwords bidding strategies or  Automated types of bidding in Adwords or Google Ads – Well! It is one of the most sought-after questions, asked under the topic, Adwords automation. Google Ads, formerly known as Google Adwords is one of the widely used advertising platforms used by n number of advertisers all around the globe. It lets them bridge the gap between their respected products and targeted audience. In order to attain quick Return on Investment (ROI), one must create a quality driven Google Ad campaign, which requires the right bidding strategies. Google Ads bidding strategies of two types including manual bidding and automated bidding. But, here we will discuss Adwords automated bidding strategies only.

Let’s quickly get into the types of automated bidding strategies in Google Ads or Adwords:

Target CPA:

Target CPA is an automated bidding strategy of Google Ads or Adwords, which is designed to get maximum conversions under your defined budget or target cost per acquisition (CPA). It manages, optimizes and sets the CPC bids automatically by evaluating the historical conversion data of your campaigns fetched at the time of live campaigns. Target CPA bid strategy can be applied on a single campaign (standard bidding) as well as multiple campaigns (portfolio bidding).  In order to evaluate the Target CPA bidding strategy, you need to make sure that the conversion tracking is aptly setup on your campaign.

Let’s suppose, you set the target CPA for $ 20, now Google ads will automatically achieve your business goals under your specified target CPA. In other words, it will automatically set the CPC bids for maximum   conversions under your average budget or target CPA. This amount represents an average amount for conversion, which may vary a little bit as well. Under Target CPA bidding method, you can also set minimum and maximum bids. But, it is not recommended by Google Ads, as it restricts the automated bidding of Google Ads.

Target ROAS Bidding:

This type of bid strategy is used to automatically set bids according to a target of return on ad spent (ROAS) or the average amount you need per conversion. In other words, it makes your bids automatically adjust to generate maximum conversions under the target ROAS set by you. In order to set the target ROAS bidding strategy, your campaign should have minimum of 15 conversions in the past 30 days. There are chances that some conversions may return slightly higher return on ad spent and other may return a bit less return on ad spent.

Let’s understand ROAS with an example. Suppose you want to evaluate the sales of your online grocery store. And, your conversion goal is $3, which is the amount that is supposed to be added into your shopping cart for sales at once. In this case, if the amount spent on one conversion is $1, you are willing to make it to $3. Right? Well! It will be 300% of the amount spent per conversion. Hence, the ROAS in this case needs to be set up as 300%. The formula of ROAS is as following:

$ 3 conversion value

————————-       X 100 = Target ROAS (300%)

Amount spend on ad

Maximize Clicks:

It is another type of automated PPC bidding strategy, which is popular to set bids automatically for generating maximum possible clicks under your target spend amount. Yes! Target spend amount is an amount that you are willing to pay each day for generating clicks. In the event that you do not mention the target amount, Google Ads platform will start using the daily budget of any other campaign. In other words, maximize clicks bidding strategy lets you set the bid cap limit to set the maximum bidding amount for generating clicks.

Target Search Page Location:

This bidding strategy facilitates you to set automated bidding across multiple campaigns to show your ad on the first page of Google search results. In other words, under this biding strategy, Google ads platform increases or decreases bids to make your ads appear on the first page of Google search results. This bid strategy is applicable only in search network campaigns and are not compatible with dynamic ads. However, it does not guarantee the position of your ad on first page/position, but there are more chances that it may appear as per its objective. The placements of ads under this type of bidding are following:

  • Top of the first search result page: This option is used to display your advertisement on the first position of Google search result.
  • Anywhere on the first search result page: In case you want to your ad to appear on the first page of Google result, you can choose this option.

Target Outranking Share:

This Adwords bidding strategy is used to beat the ad’s position acquired by your competitor. Another thing to mention about this Adwords bidding strategy is that it only works under search network campaigns.

Enhanced CPC:

Enhanced cost per click or ECPC is a bidding strategy that automatically adjusts your manual bids for the clicks that are expected to generate conversions or sales. ECPC can be used with search, display and shopping campaigns. If you are using it with search network or shopping campaigns, you need to set up conversion tracking code to measure the performance of your respective ad.

Let’s understand ECPC with an example:

Imagine you are selling books online. The maximum CPC for your ad is set to $2 and the ECPC bidding is activated. In the event that Google Ads platform observes an auction that can lead to conversion or the sales of your book, the ECPC mechanism can increase the bid to $2.75. If ECPC sees an auction that is less likely to convert, it can reduce the bid amount to $1. In order to determine the possible conversions and bid amount, it makes use of demographics, browser location, time and other related factors.

Target Impression Share:

This automated bidding strategy is used to maximize the reach and awareness of your products or services on Google search result. Under this automated bidding strategy, Google Ads platform automatically sets the bids to show your ad in a certain percentage. Target impression share strategy has three placement options:

  • Absolute top of the page, which means your Ad will be displayed on the top position of Google search result.
  • Top of the page, which means your ad will be displayed above the organic results.
  • Anywhere on the page, which means your ad will be displayed either above organic results or below them on the first page.

When it is about using target impression share bidding strategy, it is used on the campaign level. Let’s understand target impression share bidding with an example:

For instance, you mention 55% as your target impression share target for your respective ad to make it appear on the absolute top of the page. Now, Google Ads platform will automatically increase or decrease CPC bid to make it appear 55% times of the total possible amount of times they could show.

Google Ads platform has potential to set a sturdy marketplace for your respective products and services. So get the best from it to outrank your competition by using the above mentioned types of Google Ads automated bidding strategies.

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Top 16 PPC Interview Questions by the Best PPC Companies in India

PPC Interview Question 1: Introduce Yourself

Well! This is one of the common questions asked by most of the Adwords management or PPC companies at the time of interview. Here, the employer asks your introduction to figure out how you came into the online marketing profile.  Moreover, your resume for the post of PPC service provider or aspirant makes a huge difference here. Thus, make sure to create a single page resume for the PPC profile to collaborate everything in crisp. Another aspect that we are covering in the introduction section is that your career objective needs to be clear, which adds value to your profession. It is the reason that we have included this question at number one position in our PPC interview question list.


PPC Interview Question 2: What is Google Adwords or Google Ads and How it Works

This is another commonly asked PPC interview question asked by most of PPC companies. Google Ads formerly known as Adwords, is one of the most popular advertising platforms developed by Google. It is used by millions of companies worldwide. It lets advertisers host their advertisements on Google’s Search Network, Display Network, Shopping (Google’s search result) by bidding on various keywords per their business need. Google makes money through this platform by charging an advertising cost from the advertisers. Google Ads platform works on the basis of bids and ads’s quality score wherein the ad with higher bid and quality score appear on the top of Search Engine Result Pages (SERP). The CPC amount is deducted from the advertiser’s account once their advertisement’s objective is fulfilled.

PPC Interview Question 3: How many types of Google Ad campaigns are available

This question comes at number 3 in the list of our PPC interview question guide, which is asked to know if you understand the basics of Google Ads. Here are the types of Google Ad campaigns:

Search:  It lets you create textual or call advertisements that appear in search results of and Google search partner sites. Search partner sites are the websites included in Google search network.

Display: It enables you to display visual attention-grabbing ads to users while they are checking Gmail account, using mobile apps, browsing their favorite ads, watching YouTube videos, etc.

Shopping: This campaign facilitates you to showcase the detailed information of products available in your shopping website.

Video: These types of ads are created in the video format intended to generate conversions, brand awareness and reach.

Universal App: This type of Google Ads campaign is used to promote your app on various platforms such as Google’s search network, display network, YouTube, Google Play.

PPC Interview Question 4: How many types of Ad campaign goals are available in Google Ads?

Usually, there are six goals available in Google Ads, which are as following:

Sales: It lets you drive online sales via in app, by phone or in store.

Leads: This goal lets you generate leads and other conversions by encouraging customers to take an action per your business objective.

Website Traffic:  This goal enables you to get the right users visit your website.

Product and Brand Consideration: This goal is set if you are looking to encourage people to explore your respected products or services.

Brand Awareness and Reach:  If you are in the quest of reaching maximum number of audience to spread the awareness of your brand, then this goal can be set by you.

App Promotion: If you want your newly created app to be downloaded by maximum number of users, then this goal is for you.

Custom Made Campaign: If you don’t want to create your campaign with a goal on the initial level, setting this goal will be great.

PPC Interview Question 5 – What is an Ad group in Google Ads

An ad group is a collection of one or more advertisements that target a set of keywords. Once, these advertisements are clicked, they redirect the user to their respective landing pages for conversion.

PPC Interview Question 6 – What is the Difference between Pay per Click and Cost per Click (CPC) in Google Ads

Pay per Click (PPC) is the type of advertisement offered by Google Ads platform. And, the amount paid to display your advertisement on Google Ad platform is called CPC.

PPC Interview Question 7 – What is Google Quality Score

Google quality score is one of the most important factors to determine the ranking of your PPC ad and keywords. It is ascertained on the basis of your ad’s quality. The components such as Click through Rate (CTR) and the quality of your landing page determine the quality score of your advertisement.  A higher quality score of your advertisement reduces your CPC and help you get better ranking in search results.

PPC Interview Question 8 – What are the Core Factors of Google Ad’s Quality Score

  • Click through Rate (CTR): Click through rate is a metric to determine the number of clicks received by an advertiser according to impressions. Thus, ensure the CTR of your keyword (s) is good enough.
  • The quality of your ad copy – It needs to meet the policies of Google Ads platform.
  • The relevance between your keywords and advertisement.
  • The quality of your landing page and historical data of your PPC advertisement

PPC Interview Question 9 – What is Ad Rank

Adrank defines your ad’s position in competition, which is based on the fusion of bid amount spent on your keyword and the quality score of your ad.

PPC Interview Question 10 – What is Conversion Optimizer in Google Ads

Conversion optimizer is an automated tool of Google Ads that helps you accomplish maximum conversions at a profitable cost of acquisition. Thus, despite adjusting the PPC bid manually, conversion optimization program automatically adjust the bids to generate conversions under your Cost per Acquisition (CPA).

PPC Interview Question 11 -What are Converted Clicks

The clicks that complete the sales funnel or in other words that fulfill your business objective (e.g., sales, signup, etc.).

PPC Interview Question 12 – What are Search Terms

Search terms are the keywords that make your PPC ad triggered.

PPC Interview Question 13 – What are Ad extensions and mention any 5 or 6 ad extensions available in Google Ads

Ad extensions define additional information about your products through their specific format. They are known to increase the CTR of your advertisement and generate conversions. Here are the commonly used ad extensions:

  • Sitelink
  • Call Extension
  • Seller Rating
  • Location Extension
  • Review Extension
  • Mobile App Extension

PPC Interview Question 14 – Tell us the word limit to be followed in advertisements made under Google Ads platform

  • Ad’s description needs to have max – 25 characters
  • Second description section of your ad should have max-35 characters
  • Destination url needs to have 1024 characters at max

PPC Interview Question 15 – What is automated bidding and the main types of automated bid strategies

Automated bidding strategy helps an advertiser to achieve their business goals at max under the set targeted amount. Under this strategy, Google sets the bid amount for your business objective as per the possibility of your ad’s conversion. It is an intelligent system that analyzes that past data of your ad and bids for the maximum conversions accordingly.

Here are the 8 automated bid strategies available in Google Ads:

  • Maximise clicks
  • Maximise Conversions
  • Target CPA
  • Target ROAS
  • Target Search Page Location
  • Target Outranking Share
  • Enhanced CPC
  • Target Impression Share

PPC Interview Question 16 – What is Ad Rotation and define the types of ad rotation in search network ads

Ad rotation is a mechanism to rotate your ads according to your business requirements. It includes the following options:

Prefer best performing ads: It facilitates you to show ads that are expected to get more clicks or conversions.

Rotate ads indefinitely: It shows ads more consistently for an indefinite amount of time.

Well, these are the basic questions that are commonly asked by some of the best PPC companies. So, make sure to be confident on these concepts to kick start your PPC career.

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evaluate-ppc-services in Delhi, India

How to Evaluate PPC Services – Top 3 Factors

Pay per click or PPC services are among the widely used paid advertising platforms offered by Google. Be it small, medium or large enterprises, PPC advertising services are helping organizations meet their business goals and setting new benchmarks in the business verticals. You can also be one of them, but all you need is, to find the best PPC management company. Well! It’s quite easy to say ‘find the best PPC or Adwords management company’.

But, is it really easy? Good question, yeah?

In the mushrooming of Adwords or PPC management companies, choosing the best PPC agency can be a daunting task. Here, we will learn how to evaluate your PPC services to be assured if you have hired the best paid advertising company per the nature of your business.


So, let’s quickly discuss the top 3 factors used to evaluate your PPC services:

Business Understanding: Every business is different from other when it’s about their management. Nevertheless, their objective remains the same, which is growth. Right? Thus, to get the best out of your PPC services, you need to make sure if your PPC service provider understands your businesses. The more they understand the flow of your business, the better PPC campaigns they create. Hence, stay connected with your PPC managers to update them regarding your business trends and figure their understanding regularly.

Transparency in the Process: Be it personal or professional life, transparency in relationship is extremely important to nurture it. Same principal applies at the time of availing PPC services. Is your PPC service company providing you with a detailed weekly report based on your budget, ad visitors, sales funnel and other business parameters? Does your PPC service provider come up with structured plans and positive results to further boost your business? Is your PPC service provider selecting the right type of PPC campaign, (lead, awareness, clicks, etc.) per your business goal and explaining you the reason of selecting the same? If your answer is yes, then you are on the right track.

Return on Investment (ROI) or Return on Ad Spend (ROAS): This is the most crucial factor to evaluate the performance of your PPC services or campaigns. It is pretty easy. Calculate the amount spent on your PPC advertising campaigns and revenue generated by them. Here is the formula to determine the return on ad spent, which defines how much you get for hosting an advertisement on Adwords:

For instance, if you have made the sales of Rs. 1000 from PPC advertisement after spending Rs. 500, your ROAS would be 100 percent. Here is the formula to calculate ROAS:

(Rs.1000 profit – Rs. 500 PPC cost = Rs. 500)

———————————————————  X 100 = 100%

Rs. 500 PPC cost

The best part about the ROAS calculation is that it is extremely easy. Additionally, ensure your PPC service provider is explaining you the difference between organic search visitors and paid advertising visitors. It will help you measure your ROI more clearly, and this data is explained with textual or graphical reports.

This is how you can evaluate if you are availing the best PPC services to grow rapidly in your niche. Remember! The entire world is your marketplace, if you optimize your PPC campaigns smartly.



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Top 9 PPC Tips by the Best PPC Services Company in Delhi, India

As per the proven case studies of the best PPC agency in Delhi – India, this article jots down the top 9 PPC tips and tricks. And, they are used by almost every PPC company to write amazing PPC ads for great ROI. Well! Be it awareness campaigns, lead generation campaigns or any other, we run paid advertising to get the best out of our investment. Since the process of conventional SEO is a bit sluggish than PPC, we use this amazing method of paid advertising, namely pay per click advertising (PPC). Both are the integral parts of any marketing objective and help each other if used wisely.


PPC vs. SEO, which is Better

In paid advertising, we immediately get a chance to showcase our products to a wide variety of audience for our business perspective. And, the best part is that they are displayed above the organic ranking. It means they are displayed on the top of Search Engine Result Page (SERP) to get more visibility. Furthermore, these ads facilitate you to add additional Call to Actions (CTAs) for captivating the audience within no time. That’s not all! PPC advertising lets you have the liberty to choose your keywords and target the audience accordingly. But, in order to get the most out of your campaign, you need to understand how PPC works. It includes keyword selection, bid management, ad placement, ad rotation, site links, ad copy, ad quality score and much more. So, you need to be skillful to drive more sales via this type of paid advertising. Limited knowledge of PPC advertising can cause low or zero ROI, which can be devastating for any business.



In nutshell, PPC advertising offers a massive number of benefits to your business, if management aptly. It is the reason that we avail PPC management services from some of the best PPC management companies. That was an overview of PPC advertising and its upper hand over conventional SEO. Now, let’s get back to our core topic, which is based on PPC advertising tips.

Let’s begin to with these Top 9 PPC pro tips and tricks and elevate your online business to new heights:

Right Input from the Client:

Knowledge or subject expertise is the foundation of performance. Hence, if your PPC Services Company is in the quest of delivering the high performing ads to clients, the first thing is to understand their business from its core. Whether you are taking their inputs through questioners or want to interview them for understanding their services, make sure to learn everything about their business. Since your respective client has expertise in that particular business, you can always ask for their suggestions about various terms used for their products. It will help you in keyword analysis and PPC strategy management.

Audience Viewpoint and Tonality:

Right after understanding the type of products or services to be sold, the next thing for any PPC services company is to establish the mindset of your audience. Understand their searches, requirements, pain points along with your solution to create better ad copies with high quality score. Moreover, in your ad copy writing style, make sure that your ad appears efficiently for your audience not for yourself. For instance, if your business is about offering PPC services, the ad copy needs to be as following:

Avail PPC Services at Discount | Generate Quality Leads

A few people tend to make mistakes by writing their ad copy as “We Provide PPC Services for Quality Leads”, which creates comparatively less impact on the audience. Additionally, a well-written ad copy is essential to obtain an impressive ad quality score of your advertisement, which also reduces your Cost per Click (CPC). Good quality score of your advertisement is one the deciding factors responsible for your ad ranking in the world of paid advertising. And, the better your ad ranking becomes, the more chances it has to generate business.

Beat the Competition with Your Ad:

It is one of the most important phases of your PPC ad copy management wherein you need to win your targeted customer’s confidence with your text. It can be performed by showcasing your service better than the competition. How? Well! You can mention the top qualities of your product/services, known as USP. In the event that you are unsure about it, you can always research your competitor’s PPC ad copy and reinforce your ad according to your business requirements. Feel free to mention offers, goodies, discount here – if applicable, as this can be a deciding factor to improve your sales funnel.

Strategic Planning and Keywords Inclusion:

Better planning can really make a huge difference in your ROI from PPC services. Hence, make sure your ad copy is written according to the in-depth keyword research considering search volume, competition, keyword price, and other related PPC advertising factors. Moving on, it needs to be written in a simple language, which should be grammatically correct. The inclusion of clumsy words or jargons in your advertisement can make your audience lose interest in your business. Thus, Ad extensions need to be placed strategically and your messaging needs to be unique. Furthermore, your ad copy needs to have the relevant keywords in your first and second line of ad copy, which is known to increase the Click through Rate (CTR).

Call to Action (CTA) and the Right Time to Display Ad:

A well written PPC advertisement is meaningless if it does not have the right call to action. Don’t know what is call to action (CTA)? Well! Call to Action (CTA) encourages your customers to respond to your advertisement according to the objective of your business. For institutes, CTA may be filling an admission form. And, for online shopping, CTA may be adding product (s) to cart or making an online purchase. So, please select the type of call to action according to your business requirements or objectives. Now, let’s move ahead and understand the right time to display your advertisement for maximum ROI. Well! It entirely depends on the type of your product, service and the geographic location of your prospective customer.


Have you imagined the outcome of an advertising campaign if it is displayed in odd hours? Huh! The answer is already known. Nobody or perhaps only a few people may see it, which will restrict you get the best out of PPC services. Thus, you need to evaluate the right time when most of your targeted customers are in front of their computers. This calculation can surely help you improve the visibility of your advertisement.

Match up Closely with Search Terms:

Here, we want you to include the text in your ad copy that is closely matched frequently searched terms or keywords. For instance, if the search term is “PPC Company Delhi”, then your ad copy needs to have “Best PPC Company in Delhi” in text instead of “Delhi based Best PPC Services Company”.

Pricing Factor and Categorization:

Mentioning price in your advertisement entirely depends on your business strategy or the nature of your product or service. If you need to filter out window shoppers and want to target the right people for lead generation, then you can mention the pricing in your ad copy. For better results, place the price according to the completion in your business. On the contrary, if your business objective is nurturing the audience about your product or service, you have an option not to display the pricing. Moving forward, you can categorize your audience in order to filter out bargain-hunting customers per your strategy. For example, if your targeted audience for an automotive product is wholesale buyers, then your ad copy needs to have the following sentence in its headline:

Buy Automotive Products at Discount – Wholesale Price

Thus, categorization of your ad copy helps you get rid of unwanted visitors to achieve ROI within less time.

The Art to Write Result-oriented PPC Headlines:

As per a research made by some best PPC services or management companies in India or abroad, your ad’s headline plays a significant role in generating leads. Yes! First impression is the last impression, so make the full out of it. Ensure your ad’s description, display url and ad extension are in sync with your headline. Moreover, if you think your competitor’s ad is appearing better, inherit a few of their useful taglines/terms in your ad and rephrase it accordingly. That’s not enough! Make sure to get your ad copy reviewed by any of your peers/co-workers to make any last minute change according to the need of your business segment.

More is Good and the Same Happens with PPC Advertisement:

Even if you are confident on your advertisement’s performance, it is always a great idea to create a couple of PPC ad copies to perform A/B testing. Got confused about what is A/B testing? Well! In the field of online marketing, A/B testing is a term used to measure the performance of two or more ad copies according to the revenue generated by them.

By following the above-mentioned tips, you can create an awesome PPC ad copy to generate more business than ever before. Be a thought leader in your niche and create your own world of unlimited opportunities. Whether you are running a PPC management company offering PPC services or learning pay per click advertising, you can always refer to our online marketing blog for more info.

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