Top Tips for Running An Effective PPC Campaign. British Business Show : Google Workshops

Transcription

1 Top Tips for Running An Effective PPC Campaign British Business Show : Google Workshops

2 INTRODUCTION Hello Top 10 tips to help your PPC campaigns Focus on Google Adwords Questions?

3 1: KEYWORD RESEARCH Crucial for success Need to understand the phrases that people are using to find what they are looking for Understand more about competition and possible costs N.B. bid estimates are typically fairly innacurate Use appropriate language on your site motor insurance v car insurance Help convert more traffic

4 1: KEYWORD RESEARCH Use Google Keyword Planner (within AdWords) Look for keyword ideas

5 2: BE TARGETED Restrict keywords +broad +match +modifier phrase match [exact match] Aggressive targeting can help increase CTR and reduces unwanted media spend Use location targeting to restrict geo coverage IP address v. user specified

6 3: BE GRANULAR Do NOT have one catch all campaign Design granular campaign structure to give you strict control and precise targeting Location / budget / product categories Ad groups should be extremely targeted Limited range of keywords Highly relevant ad copy Appropriate landing page

7 3: BE GRANULAR

8 4: LANDING PAGES Very important to select most appropriate landing page Need to continue journey User entered keywords They liked what you had to say in your ad copy Landing page must back up claims made in ad copy Do not ask user to have to search for relevant information on your site Landing page can be standalone page or existing one Split test landing pages

9 4: LANDING PAGES

10 5: TRACK CONVERSIONS Establish the objectives of your campaign What do you want your visitors to do Buy something? / Send you an enquiry? / Download some content? You are paying for each click, so should measure the value of traffic Add conversion traffic code If ecommerce, ensure that you are tracking revenue to report ROI Consider call tracking if you receive lots of telephone conversions Use conversion data to optimise your campaigns Ultimate measure of the quality of traffic

11 5: TRACK CONVERSIONS

12 6: NEGATIVE KEYWORDS Negative keywords will: Prevent your ad being shown for the wrong keywords Reduce media costs by excluding your ads for irrelevant searches Identify negative keywords by: Brainstorming Using search query reports

13 7: TEST AD CREATIVE Test minimum of 2 different ad variations Different ad copy Different titles Show / hide pricing information Urgency / time related offers Different landing pages Measure performance and continually test new variations Look beyond traffic volumes

14 8: AD EXTENSIONS Ad extensions give users extra reasons to click on your ads Increasingly important in Ad Rank

15 9: DISPLAY & REMARKETING Content network offers good brand awareness potential Not as controlled as search but offers free branding YouTube offers massive potential through TrueView video ads Remarketing allows you to target users who have previously visited your site Segmented by content viewed Dynamic remarketing can show relevant products in ads:

16 9: DISPLAY & REMARKETING

17 10: TEST, TEST, TEST Paid search campaigns should never be left alone Regular monitoring / optimisation will improve performance Measure effectiveness of individual keywords to refine targeting Pause expensive keywords that fail to convert Use search query report to identify new opportunities and refine negative keywords Test new ad copy

18 QUESTIONS #thankyouforlistening #enjoytheshow #survey #stand266