Creating Linear Models that Lead to Successful PPC Campaigns
Last week I had the honor of presenting at the SEMpdx’s SearchFest in Portland, Oregon in the “#Fail Free PPC” session. My presentation for this session was entitled “Creating Linear Models that Lead to Successful PPC Campaigns“.
Here is the full powerpoint presentation for you to reference. I hope you enjoy it!
View this this presentation or other presentations from WebRanking on Slideshare.net
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Reader Comments
When we advertise on Adwords, our landing page always has at the very least a very compelling headline, a bullet list of benefits, and a very clear call to action. That can be a button to another page or an email lead capture form or whatever, but I’ve never seen a landing page perform well with any amount of traffic without at least those three elements. So as we’re talking about paid traffic, remember that it’s also the advertising on the page itself too that needs to be optimized.
[…] Best Tip – The best tip that I can give someone who’s developing a PPC lead-gen campaign is to take into account how your Audience, Content and Conversion Goals work together. I refer to this as a Liner Engagement Model. For Search PPC campaigns these models take into account how the keywords work with the text ads to identify and shape the searcher intent, and then how they work with the landing pages and the conversions that you are trying to generate for this audience. It should also take into account the geography of the searcher (city, state, nation or global) as well as device type (desktop, tablet or mobile phone), conversion type (call or web lead) and the mental match of searcher with keyword, ad and landing page. Too often I audit PPC accounts that others have built and find campaigns and ad groups that are convoluted with loosely related keywords. If you don’t have a defined segment that you are targeting, then you will produce lower converting traffic. I gave a presentation at SearchFest a few month back on this and the powerpoint goes deeper into the elements of these Linear Models. https://www.webranking.com/blog/creating-linear-models-that-lead-to-successful-ppc-campaigns […]