Do you Want to See a Return on Your Advertising Investment? Choose PPC

Pay-per-click (PPC) advertising is a powerful tool to drive website traffic, attract leads and grow your customer base. Learn how the right approach can get you serious results.

by Courtney Herda

Lead Generation | PPC

Reading Time | 3 min

Believe it or not, Google Ads has been around for 23 years and remains a consistent, budget–friendly, and effective way to drive traffic, leads, and sales to your website. But many of our clients have had negative experiences with Google Ads, pay-per-click (PPC) advertising, or agencies that have (mis)managed their PPC campaigns. 

What makes SiteCare and our approach to PPC so different? Let’s take a look. 

For PPC, We Believe Consistency is the Key

There are endless online tips and tricks for optimizing your PPC campaigns, but ultimately, success boils down to prioritizing your digital marketing education and maintaining a solid dedication to keeping up with your Google Ads account. 

From staying on top of your ad budget to regularly adding, pausing, and removing targeted keywords, you need to actively manage your ad campaigns so they are always relevant. If you or your team aren’t keeping up with Google’s changing features, you’re also under-serving your marketing efforts. 

Reviewing the latest Google updates and evolving best practices ensures your campaign will perform well and within the latest guidelines.

Remember when expanded text ads were retired in June 2022 and replaced with responsive search ads (RSAs)? Ad formatting changed entirely. Gone were the days of having two to three ad variations in each ad group; instead, users could add up to 15 headlines and four ad descriptions. This allowed digital marketers to entice customers through various campaigns and conduct A/B testing to optimize ad performance.

Surely this meant PPC experts could sit back, relax and let Google Ads do the work for them, right? 


Even though these headlines and descriptions are now automatically grouped into unique advertisements each time a keyword from a corresponding ad group is triggered, if you aren’t focusing on maximizing those RSAs, staying creative, and using as many headlines as possible, you will see a performance drop.

Revisit, Research, Rewrite (Repeat)

At SiteCare, we stay on top of our PPC education and ad optimizations, so all our clients use RSAs to the fullest extent. We consistently audit our paid accounts. We beta-test additional extensions and test and review new campaign types. Plus, we review our client reports and data monthly to evaluate what we could do better. 

Much like the three Rs – Reduce, Reuse, and Recycle – our mantra is Revisit, Research, and Rewrite. 

  1. We revisit each campaign by walking through settings, bidding strategy, target CPC, and budget. 
  2. We then research what keywords or ad language could perform better, which are working incredibly well, or what is working organically or on social media. 
  3. Finally, we rewrite or adjust ad copy and keyword lists to assist in optimization. 

Following this three-step process keeps our ads on the right track for success. 

SiteCare’s PPC Performance In Action

In the interest of total transparency, we often share an account’s change history with our clients. Change history is a Google Ads tool that lists the changes you’ve made to your account during particular intervals (up to two years). With it, you can see details about changes like when you paused your campaign, who added a keyword, and the amounts in your previous budgets. 

We focus so much on optimizing accounts that our previous month’s change history listed over 4,000 changes to our client accounts last month. “Setting it and forgetting it” is a far too common practice when using Google Ads, and we’re proud to say that we focus on consistent, active optimization that touches on every single client of ours.

How do our efforts translate to success? A high click-through rate (CTR) indicates that users find your ads helpful and relevant. A healthy CTR is the percentage of users who see your ad and then choose to click on it, visiting your website, app, or online store. 

The average click-through rate for Google Ads Search campaigns is 3.17%. Our average click-through rate is 6.87%; that’s 116% higher than the average. After we took over their PPC campaigns, one of our top B2B client’s click-through rates increased by 335%, and their conversion rate jumped by 1600%, with only a 65% increase to their budget.

Ready for a PPC Audit?

PPC is a great tool for driving website traffic and generating leads. Our continued focus on prioritizing education on the latest best practices for digital marketing and consistent optimization has led to clear improvements in performance for our clients that directly translate to sales. 

If you want to learn more about how PPC can impact your bottom line, contact our digital marketing team for a comprehensive PPC audit.

Courtney Herda

Courtney Herda, Director of Digital Marketing, is a digital marketing expert based in Knoxville, TN, with more than 16 years of experience in online marketing and strategy. Prior to joining SiteCare, she ran her own digital agency for almost a decade. She also teaches Digital Marketing Strategy at the University of Tennessee, Knoxville, educating future marketers about utilizing digital marketing in a truly practical way.

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