Give Your PPC a Boost With These Invaluable Adword Tips

Singapore marketers can take their PPC to the next level with just a few changes.

If you’re vigilant about your AdWords campaign, then you’re probably always looking for ways to increase your return on investment. In many cases, the trick is to work towards a higher quality score for your keywords. However, there are other techniques that Singapore marketers tend to overlook as well. Here are 5 of the most effective ways to get an ROI on your AdWords campaign.

1. Target By Income Level

If you want to get the most out of your PPC campaign, then you must first understand who can actually afford your products or services. This makes it much easier to target your audience. The good news is, with a little effort you can find out which income levels are purchasing from you, how often they are purchasing, and how you can target these people exclusively.

Income Filtering in AdWords

Google doesn’t provide the most in-depth targeting features for B2B marketing. So if your customers are other businesses, then you need to use what they type into the search engine to help you guess who they are. However, if you are a B2C marketer and your customers are everyday Singapore users, you can either segment your audience manually or automatically.

Manual segmentation is best for local businesses. Take a look at your local townships and neighborhoods and create a list of the areas that are will likely bring in the most customers. You can separate them by category and type. Use the location settings to select them manually. Also, make sure you only target people in your “targeted location.” If your digital marketing campaigns are national, then use “location groups” to segment by income level.

Bids by Bracket

In many cases, there are income classes that will be more profitable to you than others. So don’t do away with an income class before you test the conversion numbers. You need to do this for each individual bracket. Make your bid adjustments based off of your comparison of your brackets and what your CRM tells you.


It’s important that you clean up remarketing campaigns that mix your income brackets in together. This can be done by filtering out income brackets that are not profitable. This will make it easier segment the audiences that offer little to no ROI.

How You Make Money With Income Bracket Filtering

What income bracket filtering allows you to do is save money. By knowing who can afford your products, you can spend less time on providing quotes and chasing bad leads. This means that you will spend less on your sales team. And that gives you the ability to put more of your budget towards the customers that actually buy.

2. Use DKI in Your Ad Headlines

The best thing about dynamic keyword insertion, or DKI, is that it brings in a lot of leads. And that’s because these words are an exact match for what Singapore consumers are typing into the search engine. DKI also makes it much easier to assemble your keywords that would ordinarily be tightly grouped. However, in order to use them effectively, you must know how to disguise them, meaning making the user believe they are highly-relevant normal ads.

ALSO READ  Going Viral - How to Create Social Media Content That Will Sell Your Business Idea

Determining if DKI is a Good Fit for Your AdWords 

There are two things that you should keep in mind. First, never use DKI on an ad that is already performing badly, because it has a tendency to do more harm than good. Secondly, when determining if DKI is good for your campaign, you need to evaluate ad groups individually. If you have an ad that’s performing well, use your keyword tabs to monitor your search reports and find out if there’s disparity in how consumers are searching for what you offer. You can even split test DKI.

Use Applicable Ad Groups to Test DKI

When switching to DKI, it’s important that you pay attention to your engagement metrics, because landing pages respond differently when used with DKI. In fact, you may need to create a whole new landing page if you want it to convert. Also, remember that when it comes to DKI, the less copy and the simpler the forms, the better.

Mirroring DKI on Your Landing Pages

After you settle on a headline and description that will engage and convert your audience, you need to duplicate this strategy on your other landing pages. Use scripting to pull the visitor’s search query and use it as your H1 headline on each ad group’s landing page. There are several tools, like Unbounce, that offer this type of scripting as part of their premium services.

3. Use Reminiscent Remarketing

There are a lot of ways in which Singapore marketers create display ads. However, not all of them do so in a way that is effective. In fact, when it comes to remarketing display ads, there is often a huge disconnect in the way people see the solutions that they are offering.

Meeting Users with Reminiscent Remarketing

If follow-up is done just right, then customers will make a purchase. That’s why it’s so important that your ads do a good job of reminding customers about their last encounter with you. This will provoke them to have a conversation with themselves about the need they have for your products or services.

Segmented Remarketing Works Better Than You Think

If you want to leave a big impression on your audience, then it’s a good idea to segment your remarketing message and landing pages. You can find out how well your view-through conversions are doing by looking at your view-through reports. If everything is going well, you’ll notice a spike for each of your remarketing ad groups.

ALSO READ  Tap to Pay: What It Is, How It Works, and Benefits (2023)

Identifying the Best Length for Remarketing Follow-up

If you would like to generate ROI, then you need to remarket to customers who did not close. However, this leaves many marketers to wonder how long they should follow up. Find out by checking your time lag reports on Google Analytics, Adwords or your CRM. This will show you the length of cookie window you need to set your campaign on. Ideally, the higher the prices of your products or services, the longer you should follow up.


The key to a great PPC campaign in frequency. You should never give everything you have all at once. It takes consistent messaging to convert your customers. And these messages are most effective when they are spaced out.


When it’s clear that your campaign is a success, you need to work on leverage. This means you should duplicate each of your ads in all 17 different types that Google allows. Considering the fact that businesses only use half of these, this will give you an edge on your competition.


If you want to go the extra mile, you could always animate your ads. In comparison to static ads, these can work wonders. In fact, marketers can see as much as 3 times the amount of CTR.

Switch It Up

It’s also important that you take the time to switch your ads up. This is because after someone views your ad more than six times, the impressions become less and less effective for them. By doing a quarterly rotation, you can get the most out of your campaign.

4. Change the Audience Targeting Expansion Default

When setting up an ad campaign, what most marketers don’t realise is that Google has already chosen an audience for you. By default, it expands your expands its reach past the list that you have entered. If your list is small and your business does not have mass appeal, then this likely won’t be of any value to you. In fact, it’s very likely that you are only increasing your ad costs.


5. Change Mobile Apps Default

Mobile apps are another element that Google has set to default. The problem is, people usually click these ads accidentally, so they are almost never profitable leads. This would only be effective if your company actually offer mobile apps.


The right strategy can completely overhaul your digital campaign in Singapore. Sometimes all it takes is a few tweaks here and there. The above tips can make a huge difference.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

PSG Grants: The Complete Guide

How do you kickstart your technology journey with limited resources? The Productivity Solution Grant (PSG) is a great place to start. The Productivity Solution Grant

Is SEO Better Or SEM Better?

I think we can all agree that Google SEO is pretty cool! A lot of people get to enjoy high rankings on Google and other

Social Media




Most viewed Articles

Other Similar Articles