Optimizing Google Adwords and other PPC campaigns naturally consume time and effort because of all the data gathering and testing you need to do. However, there are techniques that are known to improve any campaign's performance quickly. Running different ad variations is the most popular technique to optimize PPC campaigns. Some of your ad versions will gather more clicks than others do; it's just a matter of discarding low-performing ads.

Still, there are other ways to fine-tune your pay-per-click efforts. Peter Kent, author of the book 'Pay Per Click Search Engine Marketing for Dummies' identifies several techniques for improving your Quality Score on Google Adwords and creating effective, highly targeted campaigns. Here are some simple strategies to help you improve PPC ad performance and increase click through rates:

  • 1. Apply negative match keywords. Using negative match keywords on your campaign can weed out inappropriate clicks and only allow quality leads to your site. Google Adwords does this for you automatically. You just need to indicate your negative keywords and the system will do all the work for you.
  • 2. Change your CPCs for major keywords. Modifying the CPCs of your major keywords may boost your campaign's overall performance. Just click on 'Tools' under the Campaign Management tab to modify your campaign. You have complete control of your ads here and this makes it easier to optimize your efforts.
  • 3. Edit and resubmit rejected ads. Google reviews every ad before running them on their network. Ads that do not pass the review are stored in your Campaign Management tab allowing you to edit and resubmit them at anytime. Don't be discouraged if your ad was rejected. Tweak some words and resubmit it again.
  • 4. Implement 'Dayparting'. 'Dayparting' is a technique wherein you define the time when your ads will run. This is mainly done to improve your click through rates since your running ads only when your target audience is at their most receptive state. For instance, you are marketing restaurant coupons, it would be better to run your ads a few hours before lunch or dinner when people are searching for a place to eat.
  • 5. Study your target market. Writing effective and compelling ads may require doing some basic market research. Why would your target audience be interested in your product? What tone, language style and ads are they already responding to? Read discussion forums related to your niche and find out as much as you can about your customers to write the most persuasive ads consistently.
Fine-tuning an Adwords campaign takes time because we mostly use a trial and error approach. However, the above guidelines have already been proven to improve PPC campaigns faster. Apply them now on your campaigns and see results faster.