How Providers Can Optimise PPC Campaigns To Drive More Leads – Part Two

ede1ebac95bb4cdfe3ea914e2d5392af?s=50&d=mm&r=g Kelvin Chan
Chief Marketing Officer

In Part One of our Two-Part series, we explored the basics of Google Ads, analysing Google Match Types and how exactly providers can leverage these types in the most optimal way.

In this article, we are going to dive in a little deeper; examining what providers can be doing to effectively optimise their ads, once they have nailed the keyword-portion of the ad creation process.

Quality Scores and Landing Page Optimisation

A huge component of Google Ads is its own relevance metric that is called ‘quality score’ – this is a number out of ten that is calculated by considering the following factors:

  • The expected Click-Through Rate (CTR) of the ad – this is often influenced by the quality of the copy, persuasiveness etc.
  • The Ad Relevance – how closely does your ad copy relate to the keyword that you are targeting
  • Whether the landing page is relevant to the targeted keyword or not – key things that Google considers for this are the landing page URL, page title and page content, particularly the page’s H1 title tag

Google has stressed the importance of quality score by offering advertisers a discounted rate on keywords they would like to advertise on, when the scores are particularly high.


The higher the quality score, this results in a higher Ad Rank, meaning that you pay less than your competitor.

Taking our ‘accounting courses’ example again, here is the most appropriate way to structure the landing page which your acquired user will hit, once your ad has been clicked:

  • URL path = /accounting-courses/
  • Page Title = Accounting Courses Australia | ‘Business Name’
  • H1 Title = Accounting Courses

Landing page structure is a common problem amongst digital marketers, as the creation of new pages to cater to higher quality scores can become a full blown internal project that can sometimes require massive input and weeks to implement.

The best practice is to create one landing page per ad group.

Providers that are willing to invest in these processes will always do better, and their marketing dollars will go further as a result, so make this a priority!

Ad Testing

It’s as easy as ABT:







When conducting ad testing, good practice is to ensure that you have three ads in each ad group running and that you are regularly checking them to pause any poorly performing ads, and replace them with new ads to test.

You should aim to always leave one or two good performers live each in ad group – this acts as your ‘control’. You’ll then create one or two new ads to run as ‘variants’ that aim to compete and beat the control.

The aim of the game is to make enough changes (subtle or dramatic) in order for the variant to outperform the control. When this is achieved, the variant becomes the new control and you keep testing. This process will ensure that you’re consistently producing better copy and ads, while gradually increasing click through rates and conversion rates.

Automation and Bidding

As digital marketers in the education space, we have access to a number of great data points supplied by the Google Ads platform, including, but not limited to:

  • Keyword
  • Device Category
  • Location
  • Day of week
  • Time of day
  • Age
  • Gender
  • Income Level
  • Day of week

Keeping track of all of these metrics and signals requires a substantial amount of human capital – and with such an abundance of data available, most digital marketers in the education space have merely just scratched the surface.

This is where Google’s ‘Smart Bidding’ comes in.

Google’s AI machine learning has created a function that has the ability to check and optimise against all of these signals, along with a variety of other metrics that we mere humans do not have permissions to access.

To use this function, a provider decides on the keywords it wants to show ads for, then chooses an ultimate objective in the form of a conversion action and a target CPA (Cost Per Action). Google will then go away with this information and do the rest.

Smart Bidding is a great option for provider’s with ad accounts that receive over 50 conversions per month, as Google requires a certain amount of previous conversions to create the ability to analyse and learn more accurately.

Now that you’ve mastered the basics, you have everything that you need to launch right into your PPC account and begin showing targeted ads. However, it’s important to reiterate that testing is such a crucial element to the PPC world. So make sure that you are always testing out new strategies for your account – there is no ‘one size fits all’ approach.

Every PPC account is different, and it’s up to you to find what works for you as a provider. Continue to build on these common practices and you’ll master the art of PPC.

Missed part one of our two-part series? Check it out here.

ede1ebac95bb4cdfe3ea914e2d5392af?s=100&d=mm&r=g Kelvin Chan
Chief Marketing Officer

Kelvin is the Chief Marketing Officer at Candlefox. He is responsible for coordinating and actioning all marketing activities right across the Network to ensure the best possible experience for prospective students and clients alike.

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