1. Choose what you're promoting
Most people will want to target BoFu offers and demos with their paid ads, but you should strongly consider diversifying what you feature on paid. Paid ads are a great channel to promote content that doesn’t rank well organically.
2. Write compelling ad copy
Entice readers with details of your offer's benefits while targeting your landing page keywords. Include the most relevant terms in the headlines and don't forget a call-to-action.
3. Research keywords
You likely already have identified some keywords to target with your offers, but you should conduct research on tools like SEMrush and Google Keyword Planner to find related terms. When in doubt, try the Autocomplete feature on Google Search.
4. Create landing pages
After researching keywords, it’s common to want to jump right into building ads. But first, you should consider where your audience will actually convert — landing pages. If you iron out end content first, you’ll be able to produce relevant ads.
5. Build campaigns and ad groups
The way you structure your campaigns and ad groups will have a significant impact on the performance of your ads and keywords. We recommend building campaigns around a single offer with ad groups consisting of 10–15 keywords and 2–3 ads. This structure can ensure that your keywords and ads are closely aligned and highly targeted.
6. Perform A/B testing
Each ad group should include two different ads so you can test which one performs better. In order to pinpoint the reason for performance differences, only alter one thing at a time. Then, be patient before making changes.
7. Monitor results
You should judge your campaigns on conversions, not impressions and clicks. You need to think about the ROI you’re producing. Focus on the cost per conversion and track if leads are actually closing.
8. Adjust as necessary
Your campaign won’t run perfectly right out of the gate. Ask yourself: Are your ads garnering clicks? Is your cost per click optimized? Is each keyword contributing to ROI? From there, try to make improvements. Since the Internet is ever-evolving, you’ll need to consistently iterate to find success.
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