Search Engine Marketing / PPC Best Practices

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18 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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memeCeo rc lgcDeeiin™ t elscChik

raShec ninEg e Mratkeing / PPC Best Prtcicase

1. e sU btho ea crSh ei gnEn t itizpOmniao nad ecraS h nigE e n tikr eagMn ( ro yPa erP l)ikcC e ettrhog
to er pivmo ryou rrleafre s mfor crea sh . pesga Saerhc Engin e pOitzmaition (ES)O or “atnrual rsaec h” and
ahecSr Engi en aMkitren g (ES)M o r “paid sarhec/aipd p re lcikc” hav e advanatsge dan didsvaanatsge. ohtTgere , htye
mak e an feftceiv e sagyrtet hta t sohuld b e buli t in t ndame aorudn aehc disicil.pne tI is analogous ot oc mbiing n pirn,t
ardio an d letviiseno in artdinitoal viatrdesin.g oY u r businses sagyrtet sholud us e obt.h
2. tinnlla Cuoy e- r tel acloa y ruo uetbg d s rcsao OES na d CPP fo r lo taipm lesr. tus tI is apporrpia et ot spli t
you r bud tge tebwene boht ESO and PPC mthdeos. Btu w ehht re hta t spli t is 80/20, 50/50 o r 20/80 nddpese on you r
paitrluac r bsuinses nda ht e matrk e fro your kyewodr s and kye prhasse. oCnitnulaly alna zey how wlel ae hc is
wokring and ocnitlnayu l aerdujs t you r bud.tge Dont’ lte hte ubdtge wokr istlef uot by dfeaul.t
3. tinnlla Cuoy itno rom PP C to te vluaea ruyo RIO. Diffnere t PPC sagirtetse using dffinere t negise n and
kyewodrs wlil yild e vaslty nfeiretdf RO.I Mnoiot r uy or IRO, aerllcitonag you r b tuged ot araes hta t show hte highset
IRO.
4. If uyo otcs roueu o ruy , PPC ka em e rus ety h vidrpeo s lido RIO. uOstouicr ng you r PPC cna b e an fefitcev e
attci c as PPC fimrs hav e xperein ece in htis spa.ec oHwve,re htere rae sitll ocsts and youl’l ndee ot s ee a sloid O.IR
oMnitro htme an d aris e isss ue wne h hte IRO is o nt h igh neough.
5. tegixemirpEnn i wth PCP is a t. sum Difnfere t kyewodrs, srtagietse dan neginse ar e lal tihs ng t o expiremne t
wih.t Brianmsiotnr g you r ykewodrs wlli lhep find a lienrevtat kyewodrs an d pharsse tath you r sucotmsre may us e ot
fin d you r pordustc an d may ont be bi d up as ihgh as moer cmolmony usde nsoe an d oculd lsitl imv erpo you r rtaffi,c
IRO and ohtre goals. iDfnfrete neginse avhe dfifnere t bi d arset; tyr all fo tmeh. It may tur n ou t not ot b e irgh t fo r
you r bussines bu t i’ts s o aesy, feftceiv e and cnrot olalbl e hta t you wuol d b e neglinge t if u yo didn t’ yrt it.
6. i tWh , PPC ise ronvonc is i;v yegrtneh ’td no let olgGo e l ofo . uyo hTye fofre all kinsd of tolos t o pormo et
inrscda ee lcis.kc roMe lcikcs may no t be bse;t i t is hiavg n ht e righ t lcikcs tath matsret. Mak e srue yo u spned ht e
itm e and invse t in alnaiscyt ot tedemrin e wha t rdiv se uyor ocnvsrneios form .PPC tI will atk e a lo t o f analiyss,
anettiton and human vealtoaniu.
7. ieD ivd ruyo PP C cspmigaan tion sa my an icl aglo ruog sp sa y ou nac ifseably ne. aagm glGoo e
werrads ht e rlevean ec of you r PPC ads (“quialyt soc ser”) by giivng hi regh posinitos a t a lo wre ocs-t p-re c ilkc. hTe
only way to ahcive e htis, hve,roew is ot mak e suer hte otcntne i n hte ad/bann re mahctse hte sahecr rte m as wlel as
you r liandng pa ge ocntne.t aHving a unmbre of d a ogrup s is ht e bse t way ot atke advanat ge of htis.
8. le oGog iv esg you 53 tcecarr ash rep el;i n keam et mh t. nocu Wri et hte ads yorufs.le o Yu know whas’t
splicea abou t uy or pordcu.t And xpeiremtne. oYu c an “a/b” sett for hte mso t fefitce ve vbreia.ge But merme,reb i t
is ht e unm reb of ovcsrneions, nto lci,kcs tath ocun st.
9. teear C i ngladn eg psa rfo icefpi cs PPC da . osrpgu Polep e wh o lcikc on uy or ads a re hot porspstce wi ht a
wan t o r ende. hTyer’e lokoig n fo r pordcust in you r vritecla. Giv e htme a way ot ocnvtre immdaleetiy.
10. tc haW a dn e hva kre ydwo tr octcsan i wth ruyo ffailtia . se Affiltiase somtemsei byu you r kyewrods, ibd
up ht e artse, and htne sdne uyo hte tairff c t o make hte sal.e tI wlil mak e you pay mro e fo r htier sal ,e ihgh re PPC
and ht e affilia et f.ee hTis is an nusrcpuulsu o parc it ec hta t som e fafiiltase may us.e aMke su er yo u hav e ocnasrttc
pverneitng htis by hiavng mrets on plmctaene of paitr clu ar rbdadne kyewodrs hta t aer off ismlit.
11. ke aM seru y ruo alyat insc kr. ow Wihtou t analiscy,t you nacno t arktc any ESM fefce itsvnees.
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