PPC Optimization - Paid Search Advertising & Marketing

The best thing about PPC is that you can get immediate traffic to your website and you can quickly determine which combination of keywords and ads convert the best via tracking.

FatKing Best Practices for PPC Optimization:

Create multiple ad groups that are tightly themed around keywords. Ensure ad text, description, URL & landing page are all consistent. Prune underperforming keywords, ad groups and ads. Always A/B split-test ads changing one variable at a time.

Keeping Your Click Costs Low and ROI High

PPC has gotten more complex than SEO to manage in recent years. That is largely due to ever-evolving Google AdWords, with it's Quality Score algorithm for both Search and Content Network. And Yahoo and Bing also use have employ quality scoring on their PPC platforms.

1. Enhable Conversion Tracking and then setup Goals in Google Analytics.

2. Ensure your tracking works - you need to determine your best-converting keywords.

3. Keep Google Search & Google Content in separate campaigns. Ditto for Yahoo and Bing.

4. Multiple ad groups with few keywords are better than one ad group with many keywords.

5. Use broad, phrase, and exact matching simultaneously and use negative matching wisely.

6. Create ad-specific, dedicated landing pages - don't point everything to your home page.

7. Your ad title, description, URL & landing page must all contain your bidded keyword.

8. Bid higher than comfortable early on for new campaigns, then throttle back your bids.

9. Don't bid to be the #1 sponsored spot (you will pay too much). Aim for #3 or #4 positions.

10. What works on Google may not work on Yahoo & Bing. They are different demographics.

Sample Google AdWords Ads and Facebook Ad