PPC Optimisation Blog Posts

Google AdWords Expert – Agency Secrets Revealed Part One

Friday, April 8th, 2011

Adgroups, Bidding, Featured, Google Adwords, Google AdWords Expert, PPC Campaigns, PPC Management, PPC Optimisation, Quality Score

Adwords is a bit complicated. There’s no way to get around the fact. Sometimes, it feels to new users to be a minefield – you make one mistake, and it can cost you a fortune. This can understandably be quite stressful, and even off-putting to some advertisers!

Even experienced users of Adwords, such as agencies, make mistakes, and can cost their clients money and ultimately cost themselves accounts. It’s very rare that I’ve accessed an account, whether managed by an agency or by an individual, where mistakes aren’t being made.

But fear not! Help is at hand. Perhaps the most easy-to-understand, but powerful guide ever written on how to advertise on Adwords is now being serialised on the Epiphany Solutions Blog for the first time.

This is the first part of that serialisation. It gives an overview of what Adwords is, where it is and isn’t useful, and the advantages and disadvantages of PPC against SEO. Future parts will look at each aspect of an Adwords account, and show what you should do in order to deliver amazing results, and perhaps more importantly, why the account should be set up and managed in this way. (more…)

no comments

Tips To Help Create PPC Ads

Wednesday, February 16th, 2011

PPC Optimisation

1. Include keywords in the headline

-An example of how this would benefit is if someone is searching for “used ford focus 1.6,” and when your ad appeared, it had this search term as the headline. A user is then likely to choose your ad over those ads that just have the headline Ford Focus.

2. DKI

– This is similar to the tip above. Dynamic keyword insertion takes the keyword that has triggered the ad and inserts it into the ad. This is most often used in the headline. You use {} brackets for it to work and insert a default headline in case the keyword is longer than the set 25 characters. Like in the example above, you could use {KeyWord:Ford Focus} but your keywords could include “ford focus RS,” “ford focus 3dr sport,” or “5 door black ford focus.” The keyword would then automatically become the headline. The capitalisation is also important. If you use KeyWord in your DKI, then each word within the keyword will begin with a capital letter. However, if you use Keyword, only the first word would have a capital letter.

3. Call To Actions

– CTAs give the user an idea of what to do once they click on your ad. Some examples are “download a brochure today,” “buy online now,” or “get a quote online today.” This makes it very clear to potential customers what they need to do to use your service. (more…)

1 comment

PPC Ad Extensions – When to Use Them

Monday, January 24th, 2011

Google, Google Adwords, PPC Optimisation

What is the right ad extension to use for my PPC account? The answer is different for every account. There are four ad extensions available: Local Ad Extension, Ad Sitelinks, Phone Extensions and Product Extensions. The ad extensions available can help make your ads standout from competitors, but it is still just as important to use a great message in your ad! (more…)

no comments

Standing Out In A Crowd

Wednesday, December 9th, 2009

PPC, PPC Campaigns, PPC Optimisation

On paper, your PPC advert looks great. It’s got the phrase that people were searching for in the title, it makes some compelling arguments for why people should click on your advert, and you’re anticipating a great clickthrough rate.

So you put it live, and it bombs. Your clickthrough rate is horrific, and you’re left wondering why….

The problem is that your advert looks good on paper, but adverts don’t run on paper. Your advert may be great in the middle of a blank sheet of paper, but how does it look, when there are ten other PPC adverts surrounding it? And what about the ten natural search results just to the left? Does your advert still stand out? (more…)

no comments

5 hot tips to turn the heat up on your AdWords campaign

Wednesday, March 14th, 2007

Google Adwords, PPC, PPC Management, PPC Optimisation

To bid or not to bid, that is not the question

A short time ago in a city not so far away (from Leeds anyway) i came up with what i felt was the Killer App for AdWords. This was a long time before i’d come across the long tail concept, chris anderson’s blog and my favourite keyword research tool of 2007, Hittail. Basically, the Killer App was a log file analyser that primarily focussed on the search terms that delivered traffic to your website. This tool would look at exactly what query delivered traffic to your website and tell you how unique it was.

Why would i build a tool solely to do that? Simply becuase with the help of other pay-per-click bid management tools you can report on the ROI per keyword. Google, and now Yahoo and MSN, allow you to choose exactly what keywords and search term combinations you are bidding on and the ROI that each one, individually, is delivering.

(more…)

1 comment

« Older Entries