Top 10 tips for PPC

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See our tips for pay per click.

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Top 10 tips for PPC

  1. 1. Top 10 tips for PPC © 2010 Matizmo Ltd.
  2. 2. Introduction Pay Per Click (PPC) advertising is a great way to get your products or services in front of targeted prospects via search engine searches. © 2010 Matizmo Ltd.
  3. 3. Introduction Pay Per Click (PPC) advertising is a great way to get your products or services in front of targeted prospects via search engine searches. © 2010 Matizmo Ltd. As more and more advertisers convert to search engine marketing as a way of driving business, how do you ensure you stay one step ahead of the game?
  4. 4. Use keywords in your PPC text. Get the look of your advert right1. © 2010 Matizmo Ltd.
  5. 5. Use keywords in your PPC text. Get the look of your advert right1. © 2010 Matizmo Ltd. Capitalise Every Word – Google Do Not Allow All The Text To Be CAPITALISED, But It Will Still Standout If You Do The First Letter Of Every Word.
  6. 6. Use keywords in your PPC text. Get the look of your advert right1. © 2010 Matizmo Ltd. Make sure the spelling and grammar are correct, use emotive words like “want”or “need”. Capitalise Every Word – Google Do Not Allow All The Text To Be CAPITALISED, But It Will Still Standout If You Do The First Letter Of Every Word.
  7. 7. Above all remember this is an advert and although you are restricted in the word and character count, you have to use what words that will ultimately drive traffic. Get the look of your advert right1. © 2010 Matizmo Ltd.
  8. 8. Above all remember this is an advert and although you are restricted in the word and character count, you have to use the words that will ultimately drive traffic. Get the look of your advert right1. © 2010 Matizmo Ltd.
  9. 9. It is important to test your adverts in SEM to see what works for your market. Run test adverts2. © 2010 Matizmo Ltd.
  10. 10. It is important to test your adverts in SEM to see what works for your market. Run test adverts2. © 2010 Matizmo Ltd. Create a series of 3 or 4 adverts with various words and phrases to run small tests through the PPC dashboard.
  11. 11. It is important to test your adverts in SEM to see what works for your market. Run test adverts2. © 2010 Matizmo Ltd. Create a series of 3 or 4 adverts with various words and phrases to run small tests through the PPC dashboard. Adverts can easily be paused if others are doing better.
  12. 12. As with a traditional marketing campaign; Monitor adverts3. © 2010 Matizmo Ltd.
  13. 13. As with a traditional marketing campaign; Monitor adverts3. © 2010 Matizmo Ltd. • Monitor the response you are getting with SEM
  14. 14. As with a traditional marketing campaign; Monitor adverts3. © 2010 Matizmo Ltd. • Monitor the response you are getting with SEM • Monitor the amount of money that you are spending on each campaign
  15. 15. As with a traditional marketing campaign; Monitor adverts3. © 2010 Matizmo Ltd. While bid amounts can be set up automatically, by keeping a close eye on the results you can quickly react and change your PPC if necessary. • Monitor the response you are getting with SEM • Monitor the amount of money that you are spending on each campaign
  16. 16. Strangely, adverts on position three or four do better than on position one. This is because adverts that appear top of the search get a lot of browsers or junk clicks. Position of advert4. © 2010 Matizmo Ltd.
  17. 17. Strangely, adverts on position three or four do better than on position one. This is because adverts that appear top of the search get a lot of browsers or junk clicks. Position of advert4. © 2010 Matizmo Ltd. If you can get your advert to third or fourth position it is likely you will get more actual buyers through to your site.
  18. 18. Again, as with traditional marketing so with PPC. Target audience5. © 2010 Matizmo Ltd.
  19. 19. Again, as with traditional marketing so with PPC. Target audience5. © 2010 Matizmo Ltd. Make sure that you target – via location, via search term – who you want to click on your advert.
  20. 20. Again, as with traditional marketing so with PPC. Target audience5. © 2010 Matizmo Ltd. Use your monitoring, sales capture and analytics techniques to further hone your audience targeting. Make sure that you target – via location, via search term – who you want to click on your advert.
  21. 21. Look at competitors6. © 2010 Matizmo Ltd. First rule of internet marketing, copy the other kids’ homework.
  22. 22. Put your key search terms into Google, Yahoo and Bing and see what your competitors have written on their PPC advertising. Look at competitors6. © 2010 Matizmo Ltd. First rule of internet marketing, copy the other kids’ homework.
  23. 23. Put your key search terms into Google, Yahoo and Bing and see what your competitors have written on their PPC advertising. Look at competitors6. © 2010 Matizmo Ltd. First rule of internet marketing, copy the other kids’ homework. If it works for them, it may well work for you!
  24. 24. Inevitably your URL is your call to action. Call to action7. © 2010 Matizmo Ltd.
  25. 25. Inevitably your URL is your call to action. Call to action7. © 2010 Matizmo Ltd. Make sure it is live and in your PPC advert text.
  26. 26. Further to that, if you want to optimise your site for sales make sure that the landing page for your PPC correlates to your keyword. Corresponding landing page8. © 2010 Matizmo Ltd.
  27. 27. Further to that, if you want to optimise your site for sales make sure that the landing page for your PPC correlates to your keyword. Corresponding landing page8. © 2010 Matizmo Ltd. It reassures visitors if they go straight through to the information they were expecting in the first instance.
  28. 28. The most popular terms become more expensive, sometimes using plurals can help you scrap good traffic at lower bid rates. Bid right9. © 2010 Matizmo Ltd.
  29. 29. The most popular terms become more expensive, sometimes using plurals can help you scrap good traffic at lower bid rates. Bid right9. © 2010 Matizmo Ltd. I.E. Marketer vs. Marketers.
  30. 30. PPC is not something you set up in one go and then leave. Always strive to make it better10. © 2010 Matizmo Ltd.
  31. 31. PPC is not something you set up in one go and then leave. Always strive to make it better10. © 2010 Matizmo Ltd. You have to constantly return to ensure that you are getting value for money from SEM.
  32. 32. PPC is not something you set up in one go and then leave. Always strive to make it better10. © 2010 Matizmo Ltd. Set some time aside each month to do this. You have to constantly return to ensure that you are getting value for money from SEM.
  33. 33. Summary Using PPC is not a black art as some would have you believe; © 2010 Matizmo Ltd.
  34. 34. Summary Using PPC is not a black art as some would have you believe; © 2010 Matizmo Ltd. With a little bit of technical knowledge and the key principles of marketing you can create effective SEM campaigns.
  35. 35. Matizmo Ltd Call: +44 (0) 1285 643180 Visit: www.matizmo.co.uk Email: info@matizmo.co.uk 6–8 Dyer Street Cirencester Gloucestershire GL7 2PF

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