PPC Advertising > Keywords + Ad Copy; Don’t Forget about the Landing Pages

Testing is a crucial part of improving your PPC advertising efforts. You test Keywords to enhance targeting and increase relevant traffic to your site. You test Negative Keywords to prevent irrelevant clicks and lower cost. Testing Ad Copy is to find out what appeals best to your clientele. However, testing should not stop there. Your Landing Page is a critical component of obtaining conversions, and not just clicks.

If you have tested and found great Keywords and have excellent Ad Copy, then there is no doubt that, you are getting clicks and driving relevant traffic to your site. However, what is happening after that still has a huge impact on the success of your PPC efforts. Your Landing Page is the first experience a potential customer has with your website. It needs to aesthetically pleasing, easy to navigate, and a good starting point for your conversion funnel.

In order to measure and evaluate the effectiveness of your Landing Pages, you will need to integrate your Analytical Solution with you PPC Platform. Once you have the Analytics in place, you can begin testing your Landing Pages with tools, like Web Optimizer. Test various wording, layouts, pictures and more to discover what works best for you and your clientele, and watch your ROI increase.

What’s all the Buzz about Social Media?

With the way the Public Relations industry is headed, social media is sure to be a key player. As new technological advances are being made constantly, it is not surprising that individuals look to the internet for a quick and easy way to access information. Although social media is not exclusively an online outlet to spread information through messages, it is becoming increasingly popular. Social media may only be one form of PR; however, it is most definitely a trend that shows a great deal of impact on how individuals gather and learn about messages.

Simply put, social media is also known as user generated content that is usually found online or through some form of an electronic source. As opposed to traditional broadcast media in which messages are distributed directly to an audience from one source, social media allows for messages to be passed to and from many individuals, allowing anyone to utilize it without requiring any special skills. A perk of social media compared to industrial or broadcast media is that there is usually little or no cost associated with it. Social media is also very efficient in that it is usually available just as soon as, or in most cases sooner than traditional media, and it can generate responses almost instantaneously. Social media is also very flexible in that it can be altered by being edited or added to, and it is great for allowing other individuals to comment or respond as a way to increase the buzz on a certain issue or topic of interest.

It is evident that social media is expanding PR in this new wave of increased reliance and confidence in technology, and is an excellent way to create buzz or generate popularity on any subject matter. As traditional media is being put on the back burner, social media is a trend that does not appear to be going out of style any time soon! Could it be that social media is more of a revolution rather than a trend after all?