Pay- per- Click (PPC) Advertising is a surefire way to attract and generate high quality, responsive and sales ready leads for your business When planned and executed right, of course. If you’re already generating leads through PPC campaign but are forced to find cuts in your marketing budget due to the current climate in global economy, your PPC campaigns might be the first place to look at, Here are some proven tips you can use right now to optimize both your PPC spending and ROI in these challenging economic times without cutting down the flow of leads by the same percentage that it reduces your ad spend.

Get Rid Of Non Performing Keywords That Suck Your Budget:
The simplest way to optimize your spending in your PPC campaign is to ditch keywords that get clicks but convert poorly or don’t convert at all. When you run a keyword performance report in your PPC engine, you’ll easily find that the majority of your campaigns are wasting some percentage of their spend on clicks that never convert or convert very poorly. So, to ensure that you spend your money only for keywords that convert, pause or completely delete non performing keywords.

Use of Negative Keywords:
If you’re using Broad match in your PPC campaigns, the great opportunities are that your ads are being triggered by completely irrelevant keywords that have nothing to do with the nature of your business, products or services. When this happens, you either waste money directly when you get irrelevant clicks that don’t convert, or indirectly when you get lots of irrelevant ad impression that lower your CTR and actual cost per click. Run Search Query Performance report in your PPC account to detect what actual keyword phrases are triggering your ads, driving you traffic and costing you money Look for irrelevant keywords that trigger your ads, generate clicks, but are not converting well Add these irrelevant keywords as negative keywords.

Improve your quality score:
Your quality score on Google will strikes your cost per conversion. The lower your score, Google will charge you more for a click. Work to increase your quality score and that will lower your cost. Any quality score less than seven is hurting your campaign.

Split test your ads against conversion:
If you’re running PPC campaign to generate leads, you’re in the business of generating leads, not clicks or click though rate Thus, it makes sense to split test and optimize your PPC campaigns and ads strictly against conversions. The main goal of your ad copy should not be, grabbing the attention of the potential clients and generate as many clicks as possible, but to generate as many leads as possible You don’t want just anyone to click your ads You want only the right people to click. Make sure your ad copy actively qualifies your prospects even before they click your ad’s For instance, if in your hunt for prospects you are looking only for companies with more than 100 employees, make sure to consider saying so in your ad copy.

Test ad positioning:
Test the position of your ad listing. Some keywords may convert better in position four versus position two. And position four is cheaper per click than position two. It’s a true fact that, sometimes you may get fewer clicks, but they might be a better quality clicks.

Increase Your Conversion Rate:
Increasing the conversion rate for your landing page is the most powerful ways to lower your lead acquisition costs and increase your ROI. Number of clicks may not be a matter, if people aren’t buying or converting. Conversions matter more than clicks. You must concentrate on Cost per conversion to drive ROI.

There are lots of ways to increase the ROI of your PPC campaign. But don’t get sucked into the idea of “best practices.” What works for my campaign might not work for your campaign. So the best way to find out what works for you is to try different options and that requires some planning and hard work, but it will most certainly pay dividends in the end.