Wednesday, November 11, 2009

Back to the Basics: Pay-Per-Click Campaigns

Its amazing how many paid pay-per-click (ppc) ads appear in search engine result pages (serps) that are poorly written or irrelevant to what I was searching on.

Here are some basics principles to keep in mind when launching a pay-per-click campaign:
  • Keywords - Only bid on keywords that are highly specific to your business and are likely to convert into a sale. Limit your ads to only display in certain geographic regions if it makes sense to do so.

  • Ads - Include the keyword in the ad headline and then explain your "unique selling point" (USP). Basically, whatever makes your product or service better than your competitors. If you can, offer a teaser of some kind; a free gift, a discount or a trial sample of your product.

  • Landing Page – Include the keyword you bid on, reinforce the messaging of the ad, include product screen shots and a clear call to action.

See our videobelow to see how we used the basic principles described above to achieve a 10.15% click-through-rate (CTR) and 4.79% conversion rate for a client during a 6 week PPC pilot program (even before we did any keyword analysis or A/B testing on the landing page).

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