Without understanding the full scope of Pay-Per-Click advertising, a small company owner will often attempt to manage their own PPC account. They write their ad, pick their keywords, set their max CPC, run the ad and walk away – content with their new paid exposure. What they don’t realize is that there is much more to PPC advertising than simply owning an ad.
I’ve recently taken over a PPC account for a client and have found they have a whopping total of 13 broad matching keywords, none of which are listed on the landing page. While not utilizing their keywords their landing page copy doesn’t read fluidly. In two years of running the campaign, and with 35 ad groups, they’ve received only one conversion. It’s my job to turn this around.
The client has given me the reins to turn around the performance of one of their products. I’ll begin with perform keyword research and rewrite the product landing page to incorporate the core key terms. Once complete, I’ll create (yet another) adgroup for the one product, utilizing the keywords discovered during research and let them watch their conversions turn around. Once the client sees the positive results, they’ll be only too happy to have us manage the rest of their PPC campaigns. READY SET GO!