Pay-per-click advertising campaigns produce ads that appear on search engine results pages (SERPs) when a specific keyword or phrase is searched for. PPC campaigns can also generate contextual ads that appear on third-party websites and blogs related to the webpage’s content, as well as in newsletters and emails.
Strong PPC ad campaigns begin with good keyword research. Start by researching your organization and industry, and then conduct a competitive analysis to determine the best-targeted keywords for your PPC campaigns based on your goals.
Your ads should be carefully crafted and should contain the keywords and phrases that trigger the ad. There should be multiple versions of an ad in any given campaign and these should be tested against each other. Replace the lesser performing ads with new variations of the better performing ones. Create a landing page specific to each campaign. You can create multiple landing pages, each with a different layout or call to action. Perform A/B tests on these pages to compare layouts and designs to determine which ones elicit the best responses when someone clicks through from the ad.
By studying the analytics data from your site, look for trends, large and small, within a specific time period. Determine how visitors find your site, how they navigate once they’re on it, and where, when and why they take action. Or why they don’t. Use this information to improve your online results and ROI.
