July 2008
Intermediate to advanced
398 pages
11h 18m
English
Content preview from Website OptimizationBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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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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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.