The only way to make sure your PPC meets expectations is by micromanaging the activity. Monitoring bids, creating ad groups, optimising landing pages, and A/B testing are all crucial elements in making sure they continue to be effective. Negative keywords are also important, and any top digital agency in the world will incorporate them into campaigns. ActiveWin made its name as one of the leading PPC agencies in Manchester from including the following into a full campaign: Negative Keywords: Flag non-converting terms as negative keywords reduce wasted spend. Review Existing PPC Keywords: Monitor under-performing keywords and remove them if they are not converting. Add New Keywords: Test the effectiveness of PPC campaigns by adding new keywords to the mix. Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting ad groups into small, relevant ad groups to target ad text and landing pages. Landing Pages: A/B testing and CRO of bespoke landing pages for content and calls-to-action (CTAs) to improve conversion rates. Although Google is the biggest search engine on the planet, a top digital agency will know how to bid on keywords for other search engines.