Make the most of your PPC

The difficult economic climate probably means that you're keeping an eye on your bottom line whilst your customers probably care more than ever about pricing. With that in mind, this blog post gives some recommendations for making the most out of your PPC marketing.

1. Promote savings and low prices in your ads - Consumers are more price-conscious than before so you should update your ad copy to communicate discounts, sales and great value for money. This is especially important when a user has completed a search on a particular product because you know they are interested but this updated ad copy should catch their attention more quickly.

2. Ensure your ad groups are targeted and relevant - Your keywords each ad group should focus on a particular topic or product and the ad text should reflect the ad group's keywords. This generally makes the ads more relevant for the intended audience and performance, such as the click-through-rate (CTR) should improve.

3. Don't spend money on irrelevant clicks - The wrong type of keywords can attract the wrong type of audience so you should filter out traffic that does not relate to your offering. Therefore, you should use negative keywords where possible.

4. Use the best destination URL - you should make it easier for users to to find what they are looking for and complete the desired action, such as a purchase or an enquiry, by directing traffic to the most relevant page of your website for each product or topic.

5. Focus your money on your best performers - Identify which keywords and ad groups are giving the best return on your PPC spend and focus your resources around these areas.