Optimizing for quality score is a best practice, except when it’s not. Here’s why.
Quality score is a complex metric because it is a basic but fundamental component of ad rank. Optimizing for quality score is a best practice, except when it isn’t. A high quality score is a sign of account health, except when it isn’t. Like any other paid search “best practice,†it is only a best […]
3 Reasons Why Landing Pages Are Important for a PPC Campaign
What is a landing page? A landing page at its most basic is any web page that a person can visit or “land†on when navigating the internet. They are stand-alone pages, distinct from your main website, that are developed for the purpose of advertising, and with a goal to generate conversions and leads. Since landing pages are […]
Show Me The Money: Following The PPC Keywords That Make Dollars & Sense
Structuring campaigns based on personas is can effective, but what happens when you have keyword overlap that dilutes your messaging? Keywords and search queries can mean different things to different people. That’s where intent comes in. You might, for example, have one keyword that serves multiple personas. So the work that you need to do […]