Top PPC Paid Search Tips


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

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Top PPC Paid Search Tips

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