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 advertisement
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 keyword
investment.
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.
It is by no means as expensive as more traditional methods of advertising have been. If you have a
small advertising budget and think that PPC advertising is going to be the best way to maximize it,
you could be correct — if you keep up with the maintenance and ongoing efforts that are required
for keyword advertising.
However, it all starts with your PPC advertisement, so that’s where you must first concentrate on
maximizing your return on investment.
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