When done properly, pay-per-click advertising can produce substantial returns, giving your brand premium exposure on search engines, encouraging sales and building consumer trust. Google AdWords is the most popular PPC platform, but with over one million registered users, it’s likely that you’ll face stiff competition.
AdWords management can appear overwhelming at first, with many nuances to master, but listed below are nine optimisation tips that can see you compete with the finest PPC marketers out there.
Here’s how to kickstart your clicks:
1. Get on track

By enabling conversion tracking, you’ll be able to determine which keywords generate the most interest and which should be dropped from your campaign. Moreover, most importantly, you’ll gain insight into which clicks actually convert into customers.
If you don’t monitor these results, you won’t know where to focus your future spend and where improvements can be made.
To track conversions on your site you’ll need to define your sales funnel and either set up Google Analytics goals or install an AdWords tracking pixel.
2. Make the right match

When selecting your keyword category from the dropdown box, always favour ‘Exact’ or ‘Phrase’ over ‘Broad’.
While broad matches might make your campaign more visible to the masses, it‘s unlikely to increase your ROI due to the fact that your ad will appear whenever people search for your chosen keywords, regardless of the order that you stipulate. This will inevitably lead to ads being shown to people who are unlikely to convert.
By choosing ‘Phrase’, your ad will display when people search for your specific wording, while still allowing for additional words either side of designated keywords.
‘Exact’ means your ad will only display when people search for – you guessed it – your exact keywords, in the correct order, thus creating a much more focused target reach. 
3. Determine your negatives

Don’t let your budget burn via Google searches that are irrelevant to your campaign. For example, if you want to attract actual buyers rather than browsers, highlight terms such as ‘advice’, ‘free’ and ‘review’ as negative keywords.
Doing this will help you avoid costly clicks from those with no intention of buying your product or using your services.
4. Optimise your destination URL

Increase the relevancy and ranking of your ads by including your keywords in the destination URL. 

Not only will this build trust with the customer, indicating that you have exactly what they’re looking for, but keywords that match search terms will appear in bold. This will make your ad stand out from the crowd and increase its overall appeal.
5. Optimise your landing page

When people click-through, they’ll expect to be taken to a page that directly relates to their search query. If, however, they’re taken to a generic homepage and are forced to search your site for more info on the particular product/service that takes their fancy, it’s likely that they’ll stick around.
Ideally, you should have a specific landing page for each keyword in your ad group, which will boost your Quality Score…
6. Optimise your Quality Score

Google assigns a Quality Score, ranging from 1-10, for each keyword in your campaign. They reward AdWords marketers that provide a great user experience, making it easy for clickers to find what they want.
A high score will correlate with a lower cost-per-click and can see you outrank competitors that may have bid higher and pay more on competitive search terms. 
You can refine your Quality Score by monitoring keyword relevance, click-through rates and improving landing page experience.
7. Make an emotional connection

By having a good understanding of AdWords behavioural psychology, you’ll be better informed as to how people are persuaded into taking action, i.e. clicking your way.
Open up the curiosity gap by using emotive, intriguing words, such as ‘increase’, ‘impress’ and ‘imagine’ to get people focusing on what a positive impact your product(s) could have on their lives.
8. Increase your authority ® ™

Increase your chances of a click by using registered trademarks to your advantage. Including them in your ad copy or title will signify that you’re an established brand. These symbols add legitimacy and authority, building trust with your audience.
9. Be mobile

The majority of e-commerce traffic comes via mobile devices, so if your campaign isn’t optimised for mobile you’ll no doubt lose out. Before you press ‘go’ on your ad, check how it displays on a range of devices from smartphones to tablets to ensure it looks great across the board.
Google allows users to designate ‘Mobile Preferred Ads’, but many AdWords managers seemingly neglect this option. However, if you want the best results, it’s crucial to utilise every function at your fingertips and optimise your output.
Unlike traditional forms advertising, the beauty of PPC is the ability to constantly edit, update and fine-tune campaigns until they really take off. Following the advice listed above should ensure that your AdWords marketing becomes the envy of competitors.