Our perspective at VantagePoint

Back to the basics for PPC campaign success


A PPC campaign is a multi-faceted beast, easily as complicated as most modern traditional marketing campaigns. There are countless elements that need to be experimented with, tweaked and optimized in order to see the kind of results your company is hoping for. You may have all the “behind the scenes” aspects nailed: Well-organized campaigns broken into logical ad groups, each with sufficient daily budgets and extensive keyword lists, but neglecting the following obvious but oft-overlooked customer-facing elements of AdWords campaigns might make your efforts all for naught:

Ad Headline

These first two may seem obvious, but skimp here and watch your PPC campaign go nowhere fast. Search engine users are becoming more and more accustomed to seeing PPC ads at the top of their search results; many, myself included, have grown to largely ignore or overlook the ads — giving them a passing glance and nothing more. Ad headlines are your one chance to grab that potential customer’s attention and prompt them to click. Use relevant keywords, mention special offers, or urge them to take action — just make sure you’re getting the viewer’s attention in some way.

Ad Copy

You can assume some level of interest if a search engine user reads past the headline. Ad copy should complement your ad headline, but don’t get too clever here — just expand on what you mentioned in the title, giving them slightly more context, details or some other element that pushes them over the edge to click the ad and visit your website.

Landing Page

Through your ad headline and copy you’ve convinced the potential customer to click your ad and visit your website — and here’s where quite possibly the most important part of the whole PPC process occurs. Don’t just drop them off on your website’s home page; the customer expects to be directed to a landing page specific to what they’re looking for. While it often isn’t possible or practical to direct them to a specific product’s page (for example), you should still be taking them to a page pertinent to their interests (like a product category page). The key here is taking the visitor as far down the purchasing path as possible, making it easy and intuitive to find what they’re looking for and make that sought-after purchase. As a point of consideration, website organization and your site’s search functionality will often be crucial at this junction.

You’ve spent a countless amount of time and effort on the back end of your CPP efforts. Just make sure that you exert comparable effort on the part of your campaign that potential customers will actually notice. Ad headlines and copy aren’t something you set and forget; especially in the crucial early stages, you should be monitoring your ads for click-through performance and tweaking as needed. Watch Google Analytics results for your landing pages as well; if a considerable number of visitors are leaving your site before making a conversion, it might be a sign that your landing page isn’t living up to visitor’s expectations. Failing to sufficiently work through ad headlines, ad copy and landing pages might make your CPP campaign an expensive waste of time.

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