>PPC Tips – Top 10

PPC Tips – Top 10

How to choose the right keywords

This first step is critical to the success or failure of your  PPC  campaign. For example if you’re a plumber in Leeds, there’s no point in targeting “plumber” as a keyword if you only cover Leeds and not the whole of the UK. If you’re a local business it’s important to include a geographic qualifier in your chosen keywords so for this example “plumber Leeds” would be an ideal choice.

Give yourself a decent budget

In order to get the most out of your pay per click advertising you need to allow a decent budget for it. For example if you’re bidding on a keyword or phrase that costs 50 pence per click and only have a daily budget of £2, you will receive no more than 4 visits to your sit each day.

In order to evaluate how your campaign is working you need to build up a bigger picture by increasing your budget and gathering as much data as possible.

Choose the right keyword matching options

Google AdWords is the most popular pay per clock advertising platform and has four keyword matching options described in the following link: keyword matching types.

When you’re starting out with  PPC  advertising it’s a good idea to test different keyword matching types to see what delivers the best results for you.

Relevance is very important

In order to save time it’s easy to just put all your chosen keywords and phrases in one group then write one advert for them all. The trouble with this approach is that it lacks relevance. For example a plumber in Leeds may have “plumber Leeds” and “bathrooms Leeds” in their list of keyphrases. If their advert title contains “plumber Leeds” then it will be relevant when people search for that term but not so relevant for ” bathrooms Leeds”.

You should group your keyword and phrases together logically so you can write adverts tailored to each group and make them as relevant as possible.

Use keywords in your adverts

Relevance is important when trying to encourage people to click on your  PPC  adverts. For example if someone types “plumber Leeds” into Google and you have “plumber Leeds” in your advert title, this will be bolded by Google so it stands out from other listings that don’t contain relevant keywords.

Writing your advert text

You only get 3 lines of text to get your message across on  PPC  adverts. Your title should contain relevant keywords and grab people’s attention. Ideally the second line should contain a unique selling point e.g. why people should choose you over another business. The third line of text should have a clear call to action – asking people to do what you want them to. A call to action could be as simple as “Order Online Now.”

Targeting your market

If all your business comes from a certain geographical location then you can use the geo-targeting option in Google AdWords to make sure your adverts are only shown to people in a certain area.

There’s no point in paying for people clicking through to your site if they’re from an area that your service doesn’t cover.

Landing pages

When you’re setting up your  PPC  adverts you’ll be asked to enter a destination page (also known as landing page). This is the specific page people will arrive at when they’ve clicked on your advert. For example if you’re advertising central heating repairs and have a page dedicated to that on your website you should use this as your landing page rather than your home page.

Don’t get obsessed with the no.1 spot

Unlike organic search, the no.1 spot in the Google AdWords sponsored listings doesn’t automatically get the most traffic. By focusing on the no.1 spot and outbidding your rivals, all you’ll achieve is a bigger bill for your pay per click advertising.

Aiming for positions 3-5 is a better strategy and you can set up position preferences in the Google AdWords interface.

Track your competition

When it comes to  PPC  marketing it’s a good idea to keep an eye on what your competitors are doing. It’s easy to check this, simply type in the keywords or phrases you’re targeting and see who else has a  PPC  advert.

You should also type in your business name and see if any of your rivals are trying to steal your traffic by bidding on your company or brand name.