PPC’s Lazy Landing Pages Part II
October 10th, 2008 by Mike
Last week I was discussing the merits of keyword destination URL's within your pay per click campaign. I am of the opinion that dynamic keyword insertion falls under the same bracket, being useful in lazy pay per click.
Now I know this sounds like a bold statement.
The key to any pay per click campaign is the quality of the keyword research and build of the account. As such, your ad groups should be so specific that each keyword within that group is highly relevant to the other.
When looking at writing your ad text for you pay per click, it's important to find the right balance of keyword density for quality score while still being compelling enough to appeal to the user. This is really the selling point of dynamic keyword insertion. You can have the searched keyword included in the Ad title if it is 25 characters or below. The benefit being that your title is now wholly relevant to the users initial search query.
The downside of this method is that it provides no quality score; Google doesn't view the relevancy as earned as their system is providing it.
If you campaign is split out as much as possible and the keywords are all around the same area of relevancy then static titles are much better suited as they will provide greater quality score against their dynamic alternatives. Like anything in pay per click, testing all the variables is important to find the optimum methods for performance. Testing an ad with a dynamic title against those with static will provide you with the best way of testing what works best for your pay per click account.
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The key of a successful PPC campaign is the quality keyword research and build of the account. All the ad groups should be so specific that each keyword within that group is highly relevant to the other. Every used keyword should be relevant to the site’s content.
Effective landing pages are the keys to ensure that you have a successful pay per click campaign. Include your keywords in your keyword list, in your advertisement, and in your landing pages. Deliver quality rich contents in your ad and on your landing page and you will get more clicks and increase your sales.
Quality rich landing page helps to reduce the cost of each click. The various things you should have on your landing page like, create an effective landing page, use your landing page to sell a product through landing page and allow visitors to download a trial version of your software.
Optimizing landing pages for free search engine traffic is a critical step towards success. All of your landing pages must be optimized for the search engines because it’s an easy way to make money without spending any money.
If you are writing your ad text for your pay per click it’s very important to find the right balance of keyword density for quality score while still being compelling enough to appeal to the user. Always use searched keywords in the ad title and the characters should be below 25.