Pay Per Click Optimization

Pay Per Click Optimization means getting the best possible return on the money you spend on a given campaign.

PPC marketing works best when the keywords match the ad text very closely (think sniper rifle compared to shotgun) and then the ad text matches the landing page closely.

Keyword >>> Ad Text >>> Landing Page

Obviously there are other reasons why a page might convert well. However, a big part of the equation is the relevancy. This is the main thrust of why Google introduced the quality score.

Generally, the stronger the relationship between the original search word and the ad text and the landing page, the higher your conversion rates will be.

This becomes obvious when you put yourself into the position of the person doing the searching. When you are meeting their expectations you have a much better chance at converting them.

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Think about this.

Let’s say you convert five people out of every 100 you pay to get to your site. Now a 5% conversion rate can be pretty good.

But you have to ask yourself:

“What was it about your site that made the other 95 people leave without converting?”

Of course there will be many reasons, but one of the biggest reasons was because their expectations were not met.

By matching your landing pages more closely to the search phrase, you will dramatically improve your conversion rates.

It takes significant time and effort to get your PPC campaigns optimized.