PPC optimization: What is it and why is it important?
PPC optimization is the process of analyzing an existing PPC campaign to improve its reach by making changes to the campaign settings, ad group structure, keywords and landing pages. Its goal is to increase product visibility on paid search results.
PPC campaign optimization focuses on targeting relevant keywords for bids, maximizing clicks, minimizing the cost per click (CPC), improving the click-through rate (CTR) and boosting the return on investment (ROI) while keeping advertising costs down.
PPC optimization helps B2B software marketers enhance campaign performance to generate quality leads, boost online presence and display ads to more people. PPC advertising is one of the top digital marketing channels for lead generation, per Gartner research (full report available to clients).