Diving in to Pay-Per-Click Advertising Optimization can be as scary as jumping into a dark well. Allow us to shine some light on the topic to help you get going with your PPC campaigns.
First off, you absolutely need to install the Conversion Tracking code provided by AdWords, Yahoo! Sponsored Search, Microsoft AdCenter, Business.com or any other platform you are advertising on. Don’t even think of starting a PPC program until you can track the results.
Next, we strongly recommend testing your ads and landing pages constantly, until you get a click-through rate (CTR) of 20% to 30% and until your landing page has a GREAT (or least OK) Quality rating. Expect to see a 5% to 10% conversion rate after using split or multi-variant landing page testing (Google “multi-variant ppc” on Google without quotes to learn more.
Finally, optimize your bids, positioning, and negative search terms constantly. Don’t measure yesterday, but measure a specific testing period per tactic you are implementing to improve results (maybe 4-6 weeks).
Watch the video above to hear SEO Expert Steve Wiideman discuss this Crash Course in PPC Optimization via YouTube.