10 PPC Optimisation Moves That Will Lower Your Cost Per Acquisition

Pay-per-click advertising can be incredibly profitable — or a money pit. The difference between the two often comes down to a handful of optimization techniques that experienced PPC managers apply consistently.

1. Perfect Your Quality Score

Quality Score affects both your ad rank and cost per click. Improve it by ensuring tight keyword-to-ad-to-landing-page relevance across all your ad groups.

2. Use Negative Keywords Aggressively

Irrelevant clicks are one of the fastest ways to drain your budget. Build a comprehensive negative keyword list and review your search term report weekly.