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Simple PPC Performance Improvements

Posted on 11.01.2006
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yesterday released the results of an interesting study of keyword performance for paid search campaigns. The research examined the impact of three creative optimization strategies related to search keywords, titles and descriptions, revealing that even simple, relatively low-cost techniques can dramatically improve search performance for advertisers. What can you learn from the study? Use keywords in titles and descriptions, use more keywords and direct users to targeted landing pages. It doesn't get any more simple than that, right?

From the release:

Keyword insertion:  To increase click-through rates, the exact keywords the consumer is searching on are incorporated into the sponsored link. The impact on search performance was a 38% increase in click-through rates.

Keyword expansion: To increase the overall volume of consumers clicking on an advertiser's terms, this technique expands an existing list of keywords by generating additional terms that contain more specific information. The impact on search performance was a 15% increase in click volume.

Targeted URLs: In an effort to increase conversion activity, consumers are directed to a specific, subject-relevant page on a website instead of the home page or a more general page. The impact on search performance was a 36% increase in conversions.

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