- Consider the entire purchase cycle for your target audience. Getting their interest through a search engine advertisement is a good first step, but what do you have waiting for them on the landing page that is designed to meet their unique information needs? Don’t just dump them onto your Home page – take them to the page with the closest match to their specific search phrase.
- Plan to ratchet up slowly as you get your feet wet. It’s easy to adjust your budget – you can switch from $10 to $10,000 per day with just a few clicks. By starting small you will know what is working (or not working) with a minimal investment. From there you can tweak the campaign to get the best results.
- PPC is very well suited to testing methods such as A/B testing and multivariate testing. With specific landing pages in place, you can comparatively test the page elements to see which versions result in the best metrics.
- While a small start is good, be sure you get an adequate sample size before making any decisions. For a good benchmark, aim to receive at least 10,000 impressions on an ad before you make any judgments about its effectiveness.
- Refine and retest. Based on your customer feedback, improve your product and repeat the process until you meet or exceed your customers’ goals for a successful experience.
Useful Tips for online advertising
Dan is a Quarry Alumni. please see authors Glen Drummond or Tony Mohr for information on related topics.
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