First is the Title tag, the title tag is extremely important and a large part of the success that you receive will depend on your title tag. Each keyword found in the title tag will be bolded, it is also important to draw attention to your ad and separate it from the competition. You will notice that the majority of ads are the same (having the exact keyword listed as the title) you do not want to create an ad that is the same as everyone else you want an appealing ad that separates your ad from the competition

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Title tag basics

* Capitalize the first letter of each word example: Cheap Tennis Shoes (not cheap tennis shoes)
* Use keywords that you are bidding for
* Keep it interesting

The description is also extremely important; all keywords searched for that are found in your description will also be bolded. The description tag should say exactly what your website is in just a few short words. Make sure you keep it interesting so the user wants to click on the ad and go to your site

Description basics

* Don’t capitalize the first letter of each word
* Use keywords
* Should describe your entire business
* Drives the searcher to click on your ad

After everything is setup and running possibly the most important step is reviewing all keywords every 2 weeks to a month to see how things are going and make potential corrections. In this step it is important to have a quality ad tracker to ensure reliable data in order to make educated decisions.

The frequency of checking your ad tracker depends on how many clicks are being made, the more clicks and conversions that are recorded the more reliable the information. It is important to not make immediate decisions but to wait until you have sufficient information. A bad example would be after your first conversion comes through to assume that the keyword that generated the actual sale is the only good keyword when in reality it could have been luck. Make sure you have enough data to make an educated decision.

Next is the landing page selected, a major error is always selecting your home page as the landing page. The user does not always want to see your home page another page on your website is likely to produce a higher conversion rate. A good example is tennis shoes if you send all users to your home page which is in fact about everything that is about tennis equipment you will likely have a lower conversion rate than if you sent that same user to your page on tennis shoes. It is also a good idea to try split-testing in order to know exactly which landing page is best.

This is the step that you will want to implement a great ad tracker tool to start collecting as much data as you can that will mean life or death to your PPC campaign.