Maximize PPC campaign returns
April 14, 2008
Here’s an interesting article on how to increase PPC campaign returns.
The article recommends
a) optimizing landing page design
b) integrating the campaign with display advertising, TV and other marketing channels.
I would also recommend adding CPL campaigns to the marketing mix. This will give you a lot of leeway and make you look good in front of the CMO. After all, “Here are the leads” sounds better than “The search campaign has reached saturation point negatively impacting CPA.”
Entry Filed under: Best Practices, Lead Generation. .
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Anubhav | April 29, 2008 at 12:47 am
Thanks for sharing. In fact optimising the landing pages is most important factor which we fail to address while just concentrating on getting the traffic. Its important to design the landing page in such a fashion that it really answers the search query in first few lines itself and confirms with the visitor that he is at the right place. With the help of tools like site layout and analytics it is possible to optimise the page for better conversion.