See our tips for pay per click.

1. Top 10 tips for PPC
© 2010 Matizmo Ltd.

2. Introduction
Pay Per Click (PPC) advertising is a great way to get your products
or services in front of targeted prospects via search
engine searches.
© 2010 Matizmo Ltd.

3. Introduction
Pay Per Click (PPC) advertising is a great way to get your products
or services in front of targeted prospects via search
engine searches.
© 2010 Matizmo Ltd.
As more and more advertisers convert to search engine marketing
as a way of driving business, how do you ensure you stay
one step ahead of the game?

4. Use keywords in your PPC text.
Get the look of
your advert right1.
© 2010 Matizmo Ltd.

5. Use keywords in your PPC text.
Get the look of
your advert right1.
© 2010 Matizmo Ltd.
Capitalise Every Word –
Google Do Not Allow All The Text
To Be CAPITALISED, But It
Will Still Standout If You Do The
First Letter Of Every Word.

6. Use keywords in your PPC text.
Get the look of
your advert right1.
© 2010 Matizmo Ltd.
Make sure the spelling
and grammar are
correct, use emotive words
like “want”or “need”.
Capitalise Every Word –
Google Do Not Allow All The Text
To Be CAPITALISED, But It
Will Still Standout If You Do The
First Letter Of Every Word.

7. Above all remember this is an advert and although you
are restricted in the word and character count, you have
to use what words that will ultimately
drive traffic.
Get the look of
your advert right1.
© 2010 Matizmo Ltd.

8. Above all remember this is an advert and although you
are restricted in the word and character count, you have
to use the words that will ultimately
drive traffic.
Get the look of
your advert right1.
© 2010 Matizmo Ltd.

9. It is important to test your adverts in
SEM to see what works for your market.
Run test
adverts2.
© 2010 Matizmo Ltd.

10. It is important to test your adverts in
SEM to see what works for your market.
Run test
adverts2.
© 2010 Matizmo Ltd.
Create a series of 3 or 4
adverts with various words
and phrases to run small tests
through the PPC dashboard.

11. It is important to test your adverts in
SEM to see what works for your market.
Run test
adverts2.
© 2010 Matizmo Ltd.
Create a series of 3 or 4
adverts with various words
and phrases to run small tests
through the PPC dashboard.
Adverts can easily
be paused if others
are doing better.

12. As with a traditional marketing campaign;
Monitor
adverts3.
© 2010 Matizmo Ltd.

13. As with a traditional marketing campaign;
Monitor
adverts3.
© 2010 Matizmo Ltd.
• Monitor the response you are getting with SEM

14. As with a traditional marketing campaign;
Monitor
adverts3.
© 2010 Matizmo Ltd.
• Monitor the response you are getting with SEM
• Monitor the amount of money that you are spending
on each campaign

15. As with a traditional marketing campaign;
Monitor
adverts3.
© 2010 Matizmo Ltd.
While bid amounts can be set up automatically, by keeping a
close eye on the results you can quickly react and change
your PPC if necessary.
• Monitor the response you are getting with SEM
• Monitor the amount of money that you are spending
on each campaign

16. Strangely, adverts on position
three or four do better than on
position one. This is because
adverts that appear
top of the search get a
lot of browsers or junk clicks.
Position
of advert4.
© 2010 Matizmo Ltd.

17. Strangely, adverts on position
three or four do better than on
position one. This is because
adverts that appear
top of the search get a
lot of browsers or junk clicks.
Position
of advert4.
© 2010 Matizmo Ltd.
If you can get your advert
to third or fourth position
it is likely you will get
more actual buyers
through to your site.

18. Again, as with traditional marketing so with PPC.
Target
audience5.
© 2010 Matizmo Ltd.

19. Again, as with traditional marketing so with PPC.
Target
audience5.
© 2010 Matizmo Ltd.
Make sure that you target – via location, via search term
– who you want to click on your advert.

20. Again, as with traditional marketing so with PPC.
Target
audience5.
© 2010 Matizmo Ltd.
Use your monitoring, sales capture and analytics
techniques to further hone your audience targeting.
Make sure that you target – via location, via search term
– who you want to click on your advert.

21. Look at
competitors6.
© 2010 Matizmo Ltd.
First rule of internet marketing,
copy the other kids’ homework.

22. Put your key search terms into Google,
Yahoo and Bing and see what your
competitors have written on
their PPC advertising.
Look at
competitors6.
© 2010 Matizmo Ltd.
First rule of internet marketing,
copy the other kids’ homework.

23. Put your key search terms into Google,
Yahoo and Bing and see what your
competitors have written on
their PPC advertising.
Look at
competitors6.
© 2010 Matizmo Ltd.
First rule of internet marketing,
copy the other kids’ homework.
If it works for
them, it may well
work for you!

24. Inevitably your
URL is your
call to action.
Call to
action7.
© 2010 Matizmo Ltd.

25. Inevitably your
URL is your
call to action.
Call to
action7.
© 2010 Matizmo Ltd.
Make sure it is
live and in your
PPC advert text.

26. Further to that, if you want to optimise your site for sales make
sure that the landing page for your PPC correlates
to your keyword.
Corresponding
landing page8.
© 2010 Matizmo Ltd.

27. Further to that, if you want to optimise your site for sales make
sure that the landing page for your PPC correlates
to your keyword.
Corresponding
landing page8.
© 2010 Matizmo Ltd.
It reassures visitors if they go straight through to the
information they were expecting in the first instance.

28. The most popular terms become more expensive, sometimes
using plurals can help you scrap good traffic
at lower bid rates.
Bid
right9.
© 2010 Matizmo Ltd.

29. The most popular terms become more expensive, sometimes
using plurals can help you scrap good traffic
at lower bid rates.
Bid
right9.
© 2010 Matizmo Ltd.
I.E. Marketer vs. Marketers.

30. PPC is not something
you set up in one
go and then leave.
Always strive to
make it better10.
© 2010 Matizmo Ltd.

31. PPC is not something
you set up in one
go and then leave.
Always strive to
make it better10.
© 2010 Matizmo Ltd.
You have to constantly
return to ensure that
you are getting
value for money
from SEM.

32. PPC is not something
you set up in one
go and then leave.
Always strive to
make it better10.
© 2010 Matizmo Ltd.
Set some time
aside each
month to do this.
You have to constantly
return to ensure that
you are getting
value for money
from SEM.

33. Summary
Using PPC is not a black art as some
would have you believe;
© 2010 Matizmo Ltd.

34. Summary
Using PPC is not a black art as some
would have you believe;
© 2010 Matizmo Ltd.
With a little bit of technical knowledge and
the key principles of marketing you can
create effective SEM campaigns.

35. Matizmo Ltd
Call: +44 (0) 1285 643180
Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk
6–8 Dyer Street
Cirencester
Gloucestershire
GL7 2PF