1. Improve your website
This is the most important thing to remember. Take advantage of free software such as Google Analytics to unearth your sub-par web pages (view the Exit Pages report) and then tackle the issue at hand. Watch out for clutter; having too many things on your home page can lower your rates! Once you see that your conversions are improving, then you can begin to put time and money in SEO and social media.
2. Don’t worry about directing traffic to your home page
The main goal of your PPC advertising campaign is to direct visitors from your ads to pages where they will convert to leads. Your home page isn’t designed to handle these online conversions. Instead, direct visitors to landing pages that are made for this type of conversions.
3. Use geo-targeting
If you are trying to target a local or regional audience, don’t advertise nationally. IF you can’t service a visitor outside of your area, then you’re wasting clicks on those visitors. Geo-targeting will specify exactly where you want your ads to be displayed, so that you are getting the most out of your time and money.
3. If you’re not #1, don’t fret
You probably won’t be the front-runner for everything. #1 position is the most expensive and typically best suited for advertisers who have a solid conversion strategy. Focus on what you can do for your own site: for example, focus on a small pool of specific keywords (i.e. branded keywords). Work on getting this small group of keywords
4. Be careful with broad matching
Broad keywords are helpful at uncovering new terms to target. However, when improperly used, they can be a big drag on your spend and lower the amount of your online conversions. Our advertisers see positive results from longer keywords (3 or more words) that are set to exact or phrase match. Specificity makes all the difference!
5. Utilize ALL 90 characters
You have 25 characters for the title and 70 for the description to tell your story. Conjure up an ad that will demand the searcher’s attention. Instill excitement! Be controversial–do something to make your ad stand out from the crowd. But remember to do so in a manner that will also make your viewers understand the value of what you’re offering.
6. Don’t let your ads expire!
This happens more often than you may think. Be sure to create a calendar to ensure that your time-sensitive ads are not being displayed past their prime! It won’t look good for business if you’re advertising for a holiday-sale in the middle of February.
7. Use your Rate of Return to set specific goals
Set your expectations according to goals that you’ve already set for yourself; doing so will keep you focused on the most important tasks at hand.
8. Don’t isolate SEO and PPC from each other!
Even though they are different, you should be working on both PPC and SEO together. The data that you can gather from one of them will give you an idea of how to handle the other. For example, by determining what your most successful PPC keywords are, you can construct a keyword list for your SEO.
9. Call your viewer to action!
When directing viewers to your landing page, make sure you are clear in telling them what to do. On every page you have, use commands that will grab their attention/spark their interest (“get a free trial,” “sign up for,” “click here for” etc) but don’t bog your customer with long registration forms–it could turn them away.
10.. Test, Test, Test!
Always be testing and collecting information in order to develop the direction of your campaign. Try this: create three different ad groups, run them for a week or two, and then evaluate them. If something is working, develop it; if not, get rid of it!