Pay-Per-Click advertising can be an expensive exercise if not managed effectively. You should:
- Choose relevant keywords and phrases
- Include negative keywords for better targeting
- Use A/B testing to find the most effective keywords and phrases
- Design a specific landing page for your campaign with a call to action
- Consider guidelines for designing effective PPC advertisements
- Track your campaign and analyse results
Improving the natural search results in Google and other search engines gives a much better ROI (return-on-investment) than Pay-Per-Click advertising over the long run. However, PPC can give instant results. PPC is also useful to discover the best keywords and phrases for specific pages on your website. Also see the blog post “Improve Website Performance in 10 Steps“.
