Sazbean

Sadly enough, too many advertisers initiate PPC campaigns without knowing what the end goal is. A word of caution: Traffic is not an end goal! …PPC campaign effectiveness is judged by its impact on the company’s bottom line, and the return on investment. Campaign optimization is measured by an increase in CTR and improved quality score. – Ask Enquiro – Key PPC Best Practices (Part 1 of 4)

I’ve had many clients who ask me to increase the traffic to their website by helping them optimize their Google AdWords (PPC) campaign.  Often the client is already getting pretty good traffic to their site through the AdWords, search engines and direct traffic – the problem is that all the traffic isn’t helping them attain their business goals – increased leads and sales.  In these cases taking a look at the landing pages and the usability of the site can often give clues as to why the traffic is not converting to sales/leads (we’ll cover that in more depth in a future post).  Most importantly, think about what the business goals are for your PPC advertising and maintain consistent wording on ads, landing pages and through out the site.  To measure effectiveness of your PPC campaigns, think in terms of business goals – conversions, sales and ROI.  The Ask Enquiro article has good information to help you run effective PPC campaigns.

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