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45 Search Engine Pay Per Click tips*

In no particular order here are 45 SEPPC tips to help you with your paid search marketing…

1. Use your keyword at the start of the PPC advert title, at the start of the main body and in your visible URL

2. Create at least 2 versions of each PPC advert changing just one component at a time to test different titles, features, URL etc.

3. Enable your Google Analytics ecommerce tacking to report the ROI of your PPC campaigns

4. Run a weekly ‘search query’ report in your reports section to find new negative keywords

5. Maintain a ‘change log’ detailing all changes you make so you can keep your own records of changes.

6. Use your PPC keyword impression data to inform SEO keyword targeting

7. Before you write an advert check out what your competitors are doing

8. Download and use AdWords Editor if you make regular changes or want to make a lot of changes at the same time

9. Don’t make big changes based on small time frames e.g. a day. Look at the bigger picture.

10. Structure your account as detailed in our web hosting guide section setting up a “Google AdWords account” (opens a PDF)

11. Include singular and plural variations of a keyword (where applicable)

12. Use different campaigns for the content and search networks

13. Run reports each week to check where your content network ads are being shown. Add any under-performing or undesirable sites to the negative list.

14. Use the Keyword insertion tool in your ads e.g. {KeyWord: Title goes here} to increase CTR

15. Capitalise each word in your PPC ad to stand out e.g. “Sports Trainers Sale”

16. Don’t expect much traffic from positions 11 downwards

17. Use exact match and phrase match keywords extensively.

18. The content and search network partner options are turned on by default. If you don’t want to advertise there, go to ‘Campaigns’ > ‘Settings’ > ‘Campaign you want to edit’ > ‘Network & devices’

19. Use geo-targeting if you target specific countries (e.g. UK) or regions (e.g. London)

20. Use the AdWords preview tool to view your ads without triggering unnecessary ad impressions

21. Don’t fire and forget. Check your campaigns daily and run regular performance reports.

22. Use Google Analytics to research when your visitors have a higher propensity to convert and schedule your ads to be shown during these times.

23. Read our mini-guide about researching negative keywords

24. Read Enquiro’s eye tracking study (it’s worth the money)

25. Understand what the ‘Google triangle’ is and how it affects your bidding strategy

26. If you have the resources, create special landing pages for specific keywords/ ad’s. If you don’t…

27. Deep link to the product/ service you are advertising

28. Use “Official Site” in the title for brand terms e.g. “ – Official Site”

29. Make your visible URL readable e.g. Instead of ‘’ use ‘’

30. Include common misspellings in your keyword list

31. Seek out Google AdWords advertising credit for new accounts. There are loads out there as part of advertising inserts in magazines. If you are Heart Internet customer you get free Google AdWords and free Microsoft adCenter advertising credit

32. Keep up to date with the latest thinking and technical changes through blogs and articles such as and

33. Read the official Google AdWords blog

34. Don’t be afraid to cut your losses with a campaign, ad group or keyword that isn’t performing even if you were convinced it would work. The numbers don’t lie.

35. Understand what the Quality Score is, how it works and how it affects you and your ads

36. Do regular searches of your brand name to check if anyone else is bidding on it. If they are, make sure you do too to block them off.

37. Use the site targeting feature for limited budget content network graphical/ banner campaigns and/ or for testing campaigns

38. It may sound obvious but it can easily be overlooked – If you experience any technical problems with your site that prevents conversions taking place, pause your campaigns until the issue is resolved.

39. Bid on specific product names (more likely to be transactional searches) rather than generic product searches (more likely to be informational searches). E.g. “Nokia 5800” rather than “Nokia mobile phones”. These types of searches tend to be cheaper and convert more.

40. Create a sense of urgency in your ad copy for them to act now e.g. “Offer ends soon”

41. Calculate the average value of a customer/ basket and your costs and then use that data to inform your CPA targets

42. Don’t view your paid search as a silo, compare it’s performance with your other marketing or sources of traffic using Google Analytics

43. Make sure you don’t let your adverts become stale and you keep your PPC adverts up to date with the latest prices, special offers and new products/ services

44. Use Trademarks and Registered Symbols in Your Ads to Increase Click-Through Rates. Type the below number, and release the alt key

1. ™ = Alt + 0153
2. © = Alt + 0169
3. ® = Alt + 0174

45. If you download the SEObook toolbar for FireFox you can view the destination URL for PPC ads on Google. Using this information you can build a picture of your competitor’s campaigns (depending on the tracking they are using). For example, I can see one of ours has ’web hosting’ set to exact match within an ad group called ‘general’ which in turn is part of a campaign called ‘hosting’

*(Source:, Posted 18/07/2009)

The three attributes of a successful website*

To begin with it is important to put the term ‘successful’ in to context. If you think your site will be successful when it starts to compete with, or then it could be a few years before you reach that. However, the 3 attributes to achieve the site’s goals remain the same whether you are or a blog about drink coasters.

Components of a successful website

1. The idea
Without the big idea, there is nothing but blank space or a collection of disparate scripts and elements that make little sense being on the same page. The relationship between you and the idea is important as well; are you interested in it or knowledgeable enough to do something about it? I have had ideas for websites in fields I know nothing about (e.g. a free marketing resource centre for small law firms) so I have killed them instantly because I know I won’t be able to see it through to the end.

2. The need
If you build it they will come. True, but only if there is something in it for them. What will you bring to the party? A new idea, a new product, lower prices, a funny way of doing it, a more effective way of doing it..?

If there is no demand for the idea or you are doing what has already been done countless times (e.g. an SEO blog, you can’t move for those!) with nothing new added, it will be like trying to break through a brick wall with only your fists. You might get through, but it will take a long time and it will hurt.

3. The drive
If you think creating, maintaining, developing and marketing a website is quick and easy, run for the hills! I wish it was, but it’s not. In fact it can be very hard work when you couple it with your day to day jobs and social commitments.

And that’s not all, once it is up and running will you care enough to maintain it long term, fixing bugs, testing the UI, adding new content, fulfilling orders, and upgrading the hosting as the site takes off?

Round up
I honestly believe that without all 3 of those components a website can never become successful. It may launch and it may have a short term spike in traffic, but for long term success those 3 need to be there.

If you would like to have a professional website designed that doesn't break your piggy banks then please visit or sister brand ENVY SOLUTIONS today for a competitive quote!
*(Source:, Posted 12/2/2009)

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