Before you decide to start your PPC campaign read this article that is written by Suresh Thomas
Search engines rank an advertisement based on multiple factors. Some of them include:
1) The advertiser's bid
2) Any other bids on that keyword
3) The advertiser's quality score
4) The advertiser's historic performance in terms of click-through rates
5) The ad's relevance to specific search queries
The PPC environment keeps changing. It is therefore vital that advertisers keep themselves abreast to take full advantage of the best result-generating PPC practices.
6 Keys to getting the best out of your PPC Campaigns
Key 1 - Relevancy: Search engines serve the most relevant ads to a user's search query. So, keeping the search engines in mind, make relevancy a top priority in your campaigns. By doing so, you get the best impact on your ranking position, click-through rate, conversion, reduction in cost per click and per conversion. Plan your account with a nominal number of keywords, prioritizing only one (or very few) of them at the top.
Key 2 - Headline: It is the first thing that people see in search results, in the ad title, or the webpage itself. Use action verbs, the keyword and offers that align with the objective of the ad in the headline.
Key 3 - Copy: Understanding what motivates your audience is the key to writing a good copy. Expand on the headline, but do it well. Tempt your audience to click through for irresistible benefits.
Key 4 - Landing page copy: The benefits of clicking on the PPC ad should be delivered on the landing page. Be as specific as possible by providing a single call-to-action and a clear direction for the next steps.
Key 5 - Build credibility: Provide compelling reasons of working with you. Provide proof of your performance through case studies and happy customer testimonials.
Key 6 - Complement your copy with a pleasant design: Pay attention to the look and feel of your landing page. A neat design contributes to conversions in a great way. Organize the most important information above the fold - the portion of the page that appears without scrolling.
Key 7 - Create highly targeted ad groups: Creation of highly targeted ad groups augments the entire PPC account and amplifies campaign results in a big way. Although this requires ample effort, the payoff is high. This is one of the most effective PPC tactics.
Key 8 - A/B testing of ad copy A/B testing requires little effort, but is a highly effective PPC tactic. By testing with various headlines and ad copies, you can improve click-through and conversion rates dramatically.
Key 9 - Optimize landing page loading time If the amount of time it takes for a search engine to load the landing page is high, it can affect the quality score. You might have a great landing page but very few visitors are going to see it if it takes more than 4 seconds to load. There are free tools like NetMechanic which tell you if the landing page loading time is good or bad. Ensure that your landing page's load time is good.
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