Cost Per Click Advertising (CPC) supports Search Engine Optimisation (SEO) by providing control for your Search Marketing Campaign. Cost Per Click Advertising tools such as Google Adwords drive highly targeted traffic to specific landing pages within your website increasing the potential conversation into a valuable transaction.
Killer Google AdWords
Google AdWords is a great tool for advertising, research and increasing online awareness of your brand.
Writing the perfect AdWords copy for your product or service requires hours of testing to determine which copy provides the greatest amount of traffic and more importantly, the largest return for your investment. This section provides Killer AdWords tips and explains the importance of split testing.
Killer AdWords tips
Please note that these are generic tips to provide a starting point for your advert. Split testing (see the next section) is important to assess the success of your own campaign and should be used extensively.
Dynamic text
It is possible to use dynamic text to ensure your visitors query becomes part of your advert. This function should be used with care as unrelated search requests can result in a wasted click and may damage your on-line brand.
Direction
The text should be highly relevant informing visitors of the benefits you provide and your offer. Your advert should also direct visitors to the most relevant page on your site with a clear call to action. The easier you make it for a visitor to become a customer the greater chance you have of a sale.
Bold text
Every time a keyword appears within your advert the text will be displayed as bold. This draws the eye, adding impact to your advert and generates more clicks and traffic for your site.
Split testing
Adverts are “free” on Google as you are only charged for clicks - so why only have one advert per AdWords group? Split testing involves creating two or more adverts for your AdGroup and monitoring the impact on your campaign. It is important to monitor conversations as well as clicks.
Improve your Ads
Once you discover your best performing advert, modify or replace poorer performing adverts in order to try and beat it. Continuous improvement of your AdWords campaign will increase performance and provide a greater return on your investment.
Important: remember to measure the correct criteria and monitor the impact traffic has on your bottom line, inaccurate reporting could increase your spend and reduce your profits.