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4EC Hints & Tips: Pay-Per-Click

Our series of hints and tips is designed to give you a very brief focus on the most important things to keep in mind when doing various content and marketing tasks. This time, we're looking at pay-per-click advertising (PPC).

Before embarking on a session of pay-per-click advertising (PPC), remind yourself of these key elements to keep in mind:

  1. Research and analyse your AdWords account and your paid competition to identify gaps in your PPC campaigns and find opportunities for growth
  2. Writing PPC ad copy is crucially important – spend time on ensuring the ads are strong, relevant, compelling and well written
  3. Automate some of the processes in PPC account maintenance (such as bids, positioning and adding keywords) with
  4. Adwords script so you can focus more time on optimising performance.
  5. A/B Testing – Testing ad copy is a best practice – tests variants of copy to see what words perform best and what triggers stronger click-through rates.
  6. Look for the low hanging fruit – keywords for which there are high searches relative to the number of results –
  7. Key phrases – not just keywords – More than 80% of searches are more than one word, with nearly 50% over 4 words and 15% over 5 words(Data: Jumpshot)

If you need any assistance with PPC or any aspect of advertising or marketing, feel free to get in touch with us.

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