Step 5: Paying for position
While 65% of people never click on paid (or sponsored) search results, 35% do. No comprehensive website promotion campaign is therefore complete without a full evaluation of paid search engine marketing.
Selecting matches drivers involves choosing the location, language, and time you want your ads to be searched on and selecting the phrases you wish to pay for (positive matches) and qualifying words you want to exclude (negative matches).
Ad text optimization is the biggest challenge in copywriting: compiling a user to click on a link when all you have to work with are 25 characters for a title, 70 for the ad itself, and 35 for the URL. I show you how to achieve this most effectively.
Landing page optimization. Your cost-per-click and conversion rates both benefit from well-written landing pages that deliver on the promise you made in the ad and channel the user through The rest of your site.
Bid and campaign management is all about managing your campaigns, Budget, day parting, bids, and ad variations minimize the cost and maximize the return on investment. There’s more to it than you might think!
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