We just want to have a quick word on what it takes to create an effective PPC advertising campaign. Lately we’ve taken on a lot of clients’ pay-per-click campaigns who have their ads set up to link directly to their website’s home page. So, we want to help explain why this isn’t a good tactic and how the basics of keywords and ad groups work!
Effective PPC advertising takes much more than targeting a few keywords on a network and then having people click-through to your home page.
STEP #1: Break Down Ad Groups & Keywords by Type:
What makes each product or service unique? Using product or service-specific keywords helps push people looking for that particular product or service. For example: Blue widgets, Blue widgets that fly, Blue widgets in Vancouver BC.
STEP #2: Keyword Selection
Because the client knows their business best, we always recommend clients submit any keywords that they feel would best drive the most targeted visitors. This list can be amended or refined frequently when new services or products are developed. Based on the submitted list, a larger list of keywords can be generated. The keyword lists are comprised of keywords that search engine users are currently typing into Google.
STEP #3: Creating The Ad Groups
Creating highly focused ad groups which contain only ads that reiterate the keywords within that particular ad group will drive the right traffic to your landing page. Each ad group should focus on landing pages that emphasize that same message. This leaves very little chance of confusion on the part of the visitor. So, what does that mean in plain English? Going after more targeted traffic will help keep your web site conversions at their peak.
STEP #4: Creating Landing Pages
The final page, or landing page, must clearly accentuate that message and confirm to visitors that they have come to the right website, and that they will get exactly what they were searching for. Using several landing pages with slight to drastic variances, we can test which messages are effective and which ones fail. Your target audience will react to various nuances that will either attract or deter them within milliseconds of them viewing your message. Something as simple as the background colour or font style could affect your conversions
We hope this helps shed light on some pay-per-click advertising basics and puts you on the path to a more effective PPC advertising campaign! Feel free to give us a holler if you ever want someone to help you with PPC account management.
Have you ever wondered how to make your PPC ad titles more relevant to the keywords the searcher is typing in the search engine? 
