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Contact South West Web Marketing 10 Tips to Optimise Paid Search as you kick off the New Year

Keep it relevant
Ensure your advertising message is relevant to the keywords that trigger it. Leaving Christmas messaging, keywords or landing pages from the previous year can make you look unprofessional and diminish consumer confidence. Additionally, if someone is searching for an “Apple iPad 2” they are more likely to click on an advertisement that advertises an “Apple iPad 2” than a general “we sell electronics” ad.

Go for the upsell
Many items you sell will have accessories or complimentary products you can entice users to purchase in the new year. For instance, if you sell consumer electronics there may be plugs, cases or other wares to compliment a Christmas present the end user received. Monitor your top 20 selling items from last year and choose a few accessories for each to bid up.

Ensure a smooth landing
Take your potential customers directly to a relevant product or (at the very least) product category pages. If they are in a buying frame of mind do not put them off by making them click around your site searching for the products they thought they had already found.

Being negative can sometimes be really positive
Use negative keywords on the campaign level. By using negative keywords like “free,” “review” and “photo,” you will reduce the number of window shoppers clicking on your links and costing you money with no promise of return.

Empty promises can be expensive
Only advertise items you have in stock or can be sure you can deliver in good time. Advertising out-of-stock items is not only a waste of money; it will damage your reputation.

Exploit the long tail
A limited number of keywords will limit your sales potential. Exploit the long tail by creating detailed keyword lists for all of your products, experiment with mis-spellings, product reference numbers or ID codes and closely associated keywords.

Go off-piste
Google’s Adwords might be the biggest PPC network – but it’s not the only one. Don’t forget to try Yahoo! and Bing as well – their traffic may not be as impressive – but their conversion rates and cost per click can be very
attractive.

Not going for top spot
The top-ranking position may not necessarily be the most effective placement for your advert and will
be almost certainly the most expensive. Experiment with positioning to find a click-through rate you are
comfortable with and that returns the best return on investment.

Monitor your ROI
Keep track of all your keywords to ensure they are not just driving traffic and not conversions. Don’t be afraid to kill off high-traffic keywords if they don’t bring home the bacon.

Protect and Survive
Don’t pay over the odds to bid on your own name. Prevent competitors and affiliates from bidding on
protected trademarks by registering them with the PPC engines.

SEO Packages - Call for details

For more information or to chat about your Landing Pages, contact Shaun on 07957 214474 or email enquiry@southwestwebmarketing.co.uk

Tags: Web Design, E Commerce, Social Media, Social Listening, Marketing Strategies, SEO

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