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Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
Top PPC Paid Search Tips
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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
  • 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!
  • 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
    • will also benefit your SEO (natural search rankings) as of April 2010 (English searches on Google only for now...)
    • Get free analysis tools from
  • 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 CC BY 2.0
  • 13.
    • Learn more about Paid Search Best Practise
    • with in-depth articles at