Last week, I attended SMX West and bumped into my good friend Hillary Read from PPC Associates, Silicon Valley’s SEM Agency. PPC Associates is a great friend of yours truly, PPC Ian. From time to time, I have the pleasure of guest posting on the amazing PPC Associates blog, and today I wanted to share with you my latest guest post: A Landing Page Checklist For PPC Pros. This post went live last week on Wednesday, March 13th and wanted to highlight it here in case you have not seen it yet!
With ever increasing competition on Google AdWords and Bing Ads, how do you stay ahead? Well, you certainly need to be a world class campaign manager. You need to be on top of your game when it comes to keyword generation, account structure, match types, negative words, ad copy, bid strategy, beta testing, tracking, cross-channel advertising, reporting/analytics, and so much more. However, the lever that perhaps holds the most leverage is landing page testing. Increase your conversion rate and your media margin will immediately expand. You can either pocket the profits or reinvest them via bid increases. Often, it is advised to bid higher since you will get exponentially more traffic volume and oftentimes increased dollar margin, especially if you look at cross-channel attribution (although at slightly lower percentage margin). Thanks PPC Associates for the opportunity to guest post, make sure to head on over and read my guest post today!
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