Chapter 3. Pay-per-Click Optimization

Pay-per-click (PPC) optimization is the process of improving keyword choice, ad copy, landing pages, and ad groups to boost the return on investment (ROI) of your search engine-based ad campaigns.

The advice in this chapter will help you rewrite your ad copy to boost click-through rates (CTRs), optimize landing pages to improve conversion rates, and organize ad groups to increase the overall effectiveness of your PPC advertising. These methods will generate more leads and sales, garner valuable market intelligence, and build brand awareness.

This chapter begins with a quick overview of terms and the basics, but it assumes a general understanding of PPC advertising. Then it reviews the differences among the advertising programs offered by the top three search engines. The rest of the chapter explores the details of PPC optimization with a strong focus on Google AdWords.

We recommend the following tips for effective PPC advertising:

  • Choose appropriate, profit-driven goals.

  • Target campaigns and keywords to the right audience.

  • Set up ad groups with closely related, tightly themed keywords.

  • Write ads that feature your keywords and the interests of potential visitors.

  • Create goal-driven landing pages with clear calls to action that target your keywords directly and focus on the interests of potential visitors.

  • Set bids to meet realistic, profit-driven goals.

That’s PPC in a nutshell.

PPC advertising can be overwhelming at first. It has numerous options, complex ...

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