More info on 'Paid Search Marketing - Creative, Testing And Optimisation'
Paid Search Marketing - Creative, Testing And Optimisation - E-consultancy, Dr Dave Chaffey, E-consultancy, 2006
The main strategies which will help create effective creative for paid search and to optimise your campaigns are:
Strategy 1. Ad creative and copy strategy
Effective creative development for paid search text ads is a great challenge for the copywriter. In Google Adwords you have just 95 characters to be creative with your creative text 25 for the headline hyperlink, 35 each for the first and second description line and a further 35 characters for the display URL. Even SMS marketers have more characters to play with! It is also a challenge since potentially tens, hundreds or even thousands of ads may have to be written.
In this section, we cover how to create and optimise stand-out ads which generate the right clicks for you.
Strategy 2. Destination or Landing page strategy
Destination or landing pages, where you direct your clicks to, are an integral part of paid search. Effective landing pages mean you convert more visitors to the outcomes you need and in quality-score based search engines, they make your ad more competitive.
In this section we review how to best devise landing pages of the site to achieve conversion. We also look at the implications for structuring these pages.
Strategy 3. Campaign review and optimisation strategy
In this troubleshooting section, we bring together all the techniques we have covered elsewhere in this report to show you how to improve a campaign whether it is already performing well, or it needs rescuing.
Strategy 4. Click fraud strategy
You definitely dont want to be paying for clicks that will never convert because they are from competitors or site owners on the content network.
In this section, we explain the main types of click fraud, how to identify and control them.
Strategy 5. Specialist and innovative paid search techniques local, international, pay per call, mobile search
In this section we have grouped together some of the less widely used, emerging and recent innovations for paid search to help you assess their relevance to you and we cover best practice approaches from companies who are already exploiting them.
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