There is nothing easy about achieving success in paid search. Each campaign is filled with several moving parts, each of which is made up of sub-parts that are also on the move. For every part and sub-part there is a list of best practices – often called optimization – to guide you. There’s ad text optimization, keyword bid optimization and landing page optimization, to name a few. A recent post in the Eloqua blog focused on the latter. The 11 tips offered by Eloqua’s Jesse Noyes, are by no means comprehensive, but if comprehensive is what you want, a book is what you’ll need.

Instead, Noyes delivers a solid list of things to consider and questions to ask while designing and reviewing landing pages. You’ve worked hard to increase your CTR, but it’s your landing page that is key to increasing your conversion rate. If your landing page is sub-optimal, the money you pay the search engines is money wasted. Here’s a small sample of the questions you should be asking:

1. Is your message clear and concise
2. Are you asking for too much from your visitors
3. Does the page match the keywords
4. Do you have a privacy policy

Optimizing your paid search campaigns is critical to their success, but you can’t get there without considering each moving part, and their sub-parts, individually and as as part of the whole. No, it’s not easy, but it is necessary. Let Jesse Noyes’  list of 11 tips serve as your daily guide to PPC landing page excellence. It’s not a book, but good things do come in small packages.

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