t would seem that picking out the right keywords and then employing
them in keyword advertisements would be an easy enough task. But don’t
let the simplicity of the concept fool you. There is much to learn about
how to use your keywords effectively to draw traffic to your web site.
One of the biggest mistakes web-site owners or designers make is to assume
that once the site is properly tagged and seeded with keywords, their work is
finished. It’s not. There’s more to do. You can’t just throw your keywords into
PPC advertisements and expect them to do well. There’s a fine science to writ-
ing the ad.
Then, when site visitors do see your ad and they click it to go to your site,
what’s going to greet them? Your landing page is as important as the text that
you place in your advertisement. And sometimes, choosing the right adver-
tisement text, based on the right keywords, requires some comparison testing.
Keyword advertising is not a simple process. It’s also not a process that you
can do once and forget about. To be truly effective, you should be working
with your keywords all the time. Only through regular, consistent attention
can you increase your keyword success and maximize the return on your key-
Return on investment (ROI) is a term that you’ll hear frequently associated with
keyword advertising (and most other types of advertising and technology, but
we’re not interested in those right now). There is more detailed information
in Chapter 9 about PPC ROI, but for now you should understand that PPC
advertising is getting more and more expensive.
IN THIS CHAPTER
Writing keyword advertise-
Creating great landing pages
Understanding and using
Avoiding keyword stuffing
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