PPC stands for Pay-Per-Click, a model of internet marketing in which advertisers pay a fee every time they click on one of their ads. Essentially, it's a way to buy visits to your site, rather than trying to systematically "earn" those visits. Search engine advertising is one of the most popular forms of PPC. Steps to improve your PPC Campaigns Optimize your Bid Management Strategies. Optimize your campaign for conversions, Not Clicks. Increase Budget for Top Performing keywords. Remove keywords with a bad quality score. These are the most useful steps that can help you to improve your PPC Campaigns. Instead of this, you can also use Data Bid Machine that offers PPC bidding software that can manage bids on Google ads for a successful SEM campaign.