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Paid Search  Top Tips for PPC
In short: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1) Cut Down the Clutter ,[object Object],[object Object],[object Object],[object Object]
2) Use a Strict Campaign Structure ,[object Object],[object Object],[object Object]
3) Optimise for Click-through Rate ,[object Object],[object Object],[object Object],[object Object],Do Don’t ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4) Maximise Cross-Channel Synergies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SEO PPC DISPLAY
5) Match the Call to Action to the Keyword ,[object Object],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!   www.xyz.com     www.xyz.com
6) Separate Landing Pages by Intent ,[object Object],[object Object],Search:  ”XYZ design” Search:  ”XYZ functionality”
7) Capture the Long Tail ,[object Object],[object Object],[object Object],[object Object],[object Object],Search Volume
8) Improve Targeting with Negative Keywords ,[object Object],[object Object],[object Object],[object Object],[object Object]
9) Speed up your Landing Pages ,[object Object],[object Object],[object Object],[object Object]
10) Don’t Gamble or be Vain ,[object Object],[object Object],Image by Tiagø Ribeiro http://www.flickr.com/photos/fixe/3707321233/ CC BY 2.0
[object Object],[object Object]

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