Next is the landing page selected, a major error is always selecting your home page as the landing page.  The user does not always want to see your home page another page on your website is likely to produce a higher conversion rate.  A good example is tennis shoes if you send all users to your home page which is in fact about everything that is about tennis equipment you will likely have a lower conversion rate than if you sent that same user to your page on tennis shoes.  It is also a good idea to try split-testing in order to know exactly which landing page is best.

This is the step that you will want to implement a great ad tracker tool to start collecting as much data as you can that will mean life or death to your PPC campaign.

When writing an ad it is important to have in mind if you are writing the ad to get a higher number of clicks or a higher conversion rate.  If clicks are your goal you will use everything possible to attract the searcher to click on your ad which will include discounts, bolding text and describing everything that they would want to hear.  This will result in a large number of clicks which will rank you higher for a cheaper price (because of how PPC advertising works).  However, the conversion percentage will be much lower because people who are not interested in your advertisements will be clicking on them anyway.

The other option is to focus on conversion; this includes writing the price of your product in your product description so you know that they are potential buyers.  Using words such as buy, get and purchase in your ads.  This will result in a lower number of clicks and a higher cost per click however the clicks that you will receive will have a higher conversion rate.

In our next series we will talk about the importance of using an ad tracking tool to optimize all campaigns and get the best bang for your buck.  This is potentially the most important series to making money with PPC advertising.

Related Articles:

• Dominating PPC 101 – ad tracking (part 7 of 8 series)
• Dominating PPC 101 – PPC Setup (part 3 of 8 series)