I have been on a mission with several of my clients to establish good landing pages. Good landing pages can improve Quality Score and your rank for key phrases. A good Quality Score means Google considers your page to be relevant to the phrases used in your ad campaigns and directly impacts what you pay Google for your ads.

This test demonstrates the real dollar impact (savings), when it’s done right.
see: Landing Pages to Improve Quality Score

Google suggests:

• Edit your keyword and ad text so they clearly relate to each other and accurately describe your landing page.
• Choose keywords that target your audience. What terms would your customers use to describe your products or services? Use the Keyword Tool for help.
• Optimize your ad text to include your keyword and a call-to-action (such as purchase or sign up).

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It appears that attitudes on mining the lesser used, but more specific “long-tail” phrases is changing. Quality Score is making it too expensive to go after these phrases. What this means is to improve the performance and lower the cost of your campaigns you need to clear out the deadwood.

If you must stubbornly clinging to your long-tail phrases, move them their own group so they aren’t needlessly impacting the Quality Score of your other campaigns.

More on this topic here in Yahoo’s Search Marketing Blog titled:
Chasing our Long Tails.

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I think most of us do the basics with our PPC campaigns, grouping phrases and then those phrases with related ads (such as marketing: internet marketing, web marketing, and services: SEM services, PPC Services…). However a recent exercise I went through yielded big benefits.

Now let me preface this by saying I don’t advocate the use of click through rates to determine the effectiveness of an ad. I always look for some kind of conversion metric to use. You may be thinking that you don’t have a conversion metric, but even if it’s just measuring visits to your contact page, you need something to ensure that you are doing more then just getting people to your click on your ad. Read more…

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