14 Tips to Successful Paid Search Advertising

Whitepaper topics:

Pay-Per-Click Marketing (or PPC) has the power to provide immediate online exposure to websites. Unlike Search Engine Optimization, PPC is intended to drive traffic the day a campaign is launched rather than over the course of several weeks or months.

However, a PPC account that is poorly managed or setup can quickly lead to wasted ad spend and poor lead quality.

This whitepaper includes 14 tips that will make the most of your PPC budget through guidance on campaign setup, ad copy writing, and ongoing optimization. Some specific topics covered in this whitepaper include:

  • Adgroup segmentation based on search intent
  • Negative keyword management and avoiding wasted spend
  • Effective A/B testing
  • Proper tracking of paid-search visitors
  • Writing compelling copy and calls to action
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