Pay per click is the
most common ad optimization refers to
model, where ads
CPA improving your landing CRO
are paid for per page to increase
each click. conversions, sales, or
Cost per Conversion rate
acquisition is the optimization is similar
amount you’re to landing page
paying per sale or optimization, but
per conversion. focuses speciﬁcally on
how you’re going to get
the desired conversion
from that click.
CPC Impression Share
Cost per click is This metric
the amount an measures how many
advertiser pays relevant keyword
per click. searches your ad
KPI appears in.
indicators are metrics
that your optimization Click through rate is
efforts are gauged the percentage of
against to measure people who click on
success. your ads when they
appear in a search.
investment means, Landing page
how much did you optimization refers to
earn for every dollar your ability to
you spent? Your increase conversions,
goal is to work leads or sales from
towards a positive your landing page.
You’ve written your ﬁrst text ad, your goal
now is to diversify and create a series of ads
that will be relevant to different iterations of
An easy way to do this is create your ﬁrst
concatenation worksheet to build out text
ad copy using Excel.
Concatenation is a
lesser utilized function in
excel that will allow you
to build out keyword
phrases by combining
Column A can represent
a variety of descriptive
words, colors, seasons,
model numbers, size,
style, ﬁt... it depends on
the product or service
This is an easy way to
populate and diversify
When writing your ad,
pay close attention to
the display preview
on the righthand side.
This will give you an
idea of how your ad
will looks to potential
If you’re going to be using AdWords regularly, get something unrelated to football, such as ﬂowers,
to know their policies. Google expects you to get your ad will be taken down.
familiar with their regulations, and your ability to
advertise will be compromised if you don’t. Remember, the people most likely to ﬂag you for
being inappropriate is your competitors. They
They will not stop you from entering anything in will be keeping an eye on you, and will not let you
the ad box, but if your ad is ﬂagged or taken get away with ads that are falsely boosting your
down, it will hurt your account and your quality impressions.
Never ever use high-ranking keywords if they
aren’t clearly related to what you’re advertising .
It may brieﬂy bring you a few more impressions,
but you’re going to be swiftly ﬂagged and
For example, if you bid on the keyword “NFL”
around the time of the Super Bowl to advertise
1) Title and Description
The resource I recommend to keep up with
changing AdWords policies is the ofﬁcial Be sure to insert the keyword you’re
Inside AdWords blog, which is maintained by using in both your title and
Google themselves. description. This increases you click-
through rate because the keyword will
There is a lot of information about all forms be bolded.
of advertising, as well as changes in their
policies. Here are a couple tips for easily
boosting your click-through rate without 2) Dynamic Keyword Insertion
violating any Google policies:
Turn on dynamic keyword
insertion; this option means that
whatever the viewers type in the search
engine will actually be inserted in the
ad, within certain parameters. In your
ad they will literally see just what they
were searching for!
Split testing is a way of optimizing because this has
combinations of ads and landing pages, by been proven to be
splitting trafﬁc between two groups and the most effective
assessing which performs better. way to increase
The key to split testing is to make one small mindful when split testing,
change, so that you can more easily track however, that the landing pages remain
what’s leading to the positive results. For congruent and convey the same message.
example, keep the same keyword, the same
description 1 and 2, but change the title. A lot of the changes that end up being the
most effective will feel counter-intuitive, so
You can always keep iterating the successful remember to stay open minded and ABT
variations until you hone in on the highest (always be testing!)
It’s important to have an ad in
combination with a landing page,
Copyblogger for a
good collection of
examples and case
studies on split
TESTING TOOL: UNBOUNCE
Unbounce is a great resource for building and testing
landing pages. It will even allow you to test landing pages
that have already been built against other options, to ensure
they’re fulling optimized. It also has a great 12 Step Landing
Page Rehab Program that allows you to easily analyze and
improve a landing page that already exists.
7 ELEMENTS OF
A WINNING LANDING PAGE
1) Unique Selling Proposition
Your title needs to be front and center. It
should be very clear about what you are
selling, and why the user is there.
6) The Backup Plan
2) Beneﬁts If the user doesn’t interact with you, you can
leave in a little reminder that encourages
Why are others using your product or service? them to bookmark the page. They may not
What does it offer over competitors? Is it purchase now, but include a tagline that will
cheaper, easier to use, smaller, faster? lodge your product in the back of their mind
until they are ready to buy.
3) The Hero Shot
7) Call to Action
The hero shot will grab people’s attention, and
take up the prime real estate on your website. The The call to action is the most important part, it
golden triangle is an area on the top and left area facilitates the sale. Be speciﬁc about what you
of a webpage that is most viewed. Our eyes want the user to do. Click Here, Get Started,
naturally scan from the top left to right, then the Submit Now, Buy Now! You can also add in
top left and down. phrases customers love, like Free Shipping!
4) Context of Use
This is what the viewer will relate to. It could be an
article, a reference, a testimonial, anything
reafﬁrming the human side of your product and the
people it serves.
5) Request for Data
This is simply a text box, where users can submit an
email address, a full name, whatever data you’re
seeking. I’d recommend putting the request on the
righthand side of the page, so people can read
within the golden triangle and interact on the right.
BID MANAGEMENT REMEMBER
Once your campaigns are up and running, You can’t control the way that Google
you’ll need to exercise bid management. works, or how your text ads look. But
you can control the landing page, so be
When managing bids, you can’t change the bid sure that you take what the viewer
on a campaign, but you can change the bid in searched for and meet their needs.
two other ways:
1) Ad Group Level 2) Keyword Level
The ﬁrst option is to manage bids at the ad group You can also create a bid for each
level. The Ad Group contains a collection of keyword, which I recommend; the
keywords, so if you can apply a blanket rule it will go more speciﬁc you are in this process,
into effect within all the keywords in that group. the better results you’ll get.
Once you start getting some results,
you can go into your campaigns
and adjust your bids so that you’re
bidding more for the keywords that
are performing better.
We already know these three match
types: broad, phrase and exact.
Most people will start with broad
match because it gets the most
impressions and is easy to manage.
Once you get started you have the
ability to bid on more targeted
keywords and match types. Google
will also generate similar keywords Inline Editing
for you, which you can
test out and manage Once you have keywords in your campaign, you can use
based on how the “Edit in Table” function. This allows you to actually
they change bids quickly within the online editor. You can pause
perform. or lower bids on keywords that aren’t performing well, and
the changes will occur in real time.