Top PPC Paid Search Tips

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Learn our ten top tips for improving your paid search campaigns.

Learn our ten top tips for improving your paid search campaigns.

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  • 1. Paid Search Top Tips for PPC
  • 2. In short:
    • Cut down the clutter
    • Use a Strict Campaign Structure
    • Optimise the Click-through Rate
    • Maximise Cross-Channel Synergies
    • Match Call to Action with the Keyword
    • Separate Landing Pages by Intent
    • Capture the Long-tail
    • Improve Targeting with Negative Keywords
    • Speed up your Landing Pages
    • Don’t gamble
  • 3. 1) Cut Down the Clutter
      • Agree clearly measurable and actionable metrics
      • Reports should help assess progressions of the campaign and optimise towards objectives
      • If the report don’t guide to action;
      • then what’s the point?
  • 4. 2) Use a Strict Campaign Structure
      • Improve relevance with tightly themed keywords and ad groups
      • Frequently break out top performing keywords into own own ad groups
      • This will improve the search advert Quality Score by improving the relevance, but also the click-through rate (CTR) by virtue of keyword level optimised ad copies.
  • 5. 3) Optimise for Click-through Rate
    • Google AdWords Quality Score Factors
    • Advert Click-through Rate - e.g. Historical CTR of the keyword and advert on Google (not the search network)
    • Landing page Quality - e.g. The relevance and originality of the content, loading time of landing page
    • Relevance - e.g. How well the search query matches the keyword and the advert
    Do Don’t
    • Include search phrases to get words in bold
    • Use hooks and numbers in the first line to pull people in
    • Use clear call-to actions
    • Differentiate your offering to competitors
    • Split-test ad copies
      • Over optimise; CTR needs to be balanced against impact on Conversion Rate
      • Fail to consider the risk of split-testing (e.g. Many challenger ads will perform worse, thus lower the average performance during test period)
  • 6. 4) Maximise Cross-Channel Synergies
    • What role does paid search play in the campaign?
      • How can it complement and enhance the user journey?
    • How will other media impact search patterns and volumes?
      • Consider keywords, budgets and scheduling
    • Is the creative using the same voice as rest of the campaign?
      • Adapt messaging to fit both campaign purpose and relevance requirements
    • How are you going to manage cross-channel effectiveness?
      • Get the tools in place to measure touch points
      • De-duplicate results cross-channel
    SEO PPC DISPLAY
  • 7. 5) Match the Call to Action to the Keyword
    • Someone looking to “Buy XYZ” is subtly different to “XYZ low price”
    Ready to act now and likely concerned about delivery time A deal hunter that needs reassurance Search: “buy xyz” Search: “xyz low price”   Buy XYZ – Get it tomorrow   Low price XYZ - £99   In stock for Just £99.     XYZ Price match guarantee.   Buy today for next day delivery!     Order in confidence today!   www.xyz.com     www.xyz.com
  • 8. 6) Separate Landing Pages by Intent
    • Similarly to the ad creative, the differences in the searcher’s intent needs to be considered when selecting a landing page
    • Deep link to the appropriate page when possible, and always maintain a clear call to action on the landing page to further funnel the user towards the desired action
    Search: ”XYZ design” Search: ”XYZ functionality”
  • 9. 7) Capture the Long Tail
    • Users increasingly search savvy
    • Longer tail keywords typically less competition and lower costs whilst volume potential
      • Requires a proper methodology and technology
        • Not all niches will have a massive long-tail
            • Utilise all match types to gather data
    Search Volume
  • 10. 8) Improve Targeting with Negative Keywords
    • Improve relevance, CTR (think about the quality score!) and ROI
    • Brainstorm negative keywords before launching campaign
    • Frequently run search query reports to incrementally add campaign negative keywords for directly irrelevant keywords
    • Add negative keywords on both campaign and ad group level to improve performance by increased control of what keyword and advert is being triggered when mixing match types
    • Utilise the different match types for negatives to maximise the effectiveness of the campaign (be wary of negative broad matches)
  • 11. 9) Speed up your Landing Pages
    • Snappier sites provides happier visitors that convert better , which lets you be more aggressive in the paid search auction
    • Also directly impacts the quality score and cost-per-click
    • ...it will also benefit your SEO (natural search rankings) as of April 2010 (English searches on Google only for now...)
    • Get free analysis tools from http://code.google.com/speed/
  • 12. 10) Don’t Gamble or be Vain
    • Due to the nature of an auction based system, it’s easy to get caught up in a bidding war for a particular position
    • Avoid commitment escalation by keeping your objectives (ROI or otherwise) in mind, and let this guide your optimal position strategy
    Image by Tiagø Ribeiro http://www.flickr.com/photos/fixe/3707321233/ CC BY 2.0
  • 13.
    • Learn more about Paid Search Best Practise
    • with in-depth articles at B1blog.com