Usable Layout

As everyone is optimizing their websites and web pages on their sites for search engines (organic traffic), you also need to optimize your paid search campaigns (PPC).

What do I mean by this? We all have generated good content for our pages (in page, meta's and page titles), gotten good backlinks to our pages to optimize our websites for organic search. To read more about optimizing your site for search engines (organic), please read our search engine optimization basics article.

Now we need to do this for our paid advertising. Google rewards you for doing this. The more relevant your ad is to the keywords you are bidding on, the cheaper your cost per click. As you are paying for your PPC (pay-per-click) campaigns, it is probably even more important to fully optimize these ads than it is to fully optimize every page on your website (although optimizing pages on your site is an integral step in optimizing paid search campaigns).

How to do this?
First, taylor each ad title and description for each keyword you are targetting. Second, and just as important, your destination page needs to be customized and optimized for the keyword this ad is targetting. I.e. if you are targetting "blue widgets", you probably have a blue widgets page on your site. Set the destination url of the ad to your blue widgets page instead of your homepage or main category or sales page. The more customized your ad and destination page is to the keyword you are targetting, the lower your cost will be.

Usable layout can help you further customize and optimize your search marketing campaigns (paid and/or organic). Please check out our website services page or contact us for more information.