Why Thought Leadership is a Key Marketing Tool
When marketers think of thought leadership, there are names rather than ideas, that tend to spring to mind.
Read moreIn any PPC marketing campaign it is important to ensure that your adverts are tested and optimised on a regular basis - according to Search Engine Watch, Bryan Eisenberg once stated that "successful companies run at least 30 tests a month."
Not all companies will be able to run this many tests each month, but Noran El-Shinnawy has pinpointed six elements that you can focus on testing without a great investment of time.
Here are just a few of the elements she suggested:
Element 1 - Strong Headlines - Usually the first element of a PPC advert that a searcher sees, the headline needs to be strong enough to draw them in.
El-Shinnawy provides an example of a recent test; she writes: "In one recent test, the same exact body and URL of an ad remained the same, but the headline changed from "Does your CTR Suck?" to "Your CTR Sucks." The result? A 52 per cent increase in click-through rate."
The example shows that just by making a statement - rather than asking a question - click-through rates can be improved upon.
Element 2 - Include Keywords when Necessary - El-Shinnawy states that Dynamic Keyword Insertion (DKI) can be great when creating PPC adverts, however it shouldn't be abused.
She writes: "Mirroring keywords in your ads creates a tighter and more relevant search experience and increases your chances of winning more clicks."
News brought to you by ClickThrough – experts in SEO, PPC, Multilingual Search Marketing and Website Conversion Enhancement services.
More articles you might be interested in:
When marketers think of thought leadership, there are names rather than ideas, that tend to spring to mind.
Read moreThe UK market has been waiting with bated breath for Google’s Vehicle Ads release – so where is the update? Learn more.
Read moreWith the release of GPT-4, how revolutionary will this tool be? Alan Rowe takes us through it...
Read moreTo help prompt you to consider your approach to organic search integration, Dr. Dave Chaffey gives some practical tests you can apply to review your...
Read moreLearn more about the importance of understanding the user journey to create a content strategy that is on point.
Read moreWhat are thank you pages, and why are they important for monitoring performance? Find out more about thank you page best practices.
Read morePerformance Max is one of the easiest ways to tackle the full Google network, but are you maximising results? Dr. Dave Chaffey explores. Read more.
Read moreGoogle's change in guidance could transform the way content is created in the future, but how does it affect SEO and content creators going forward?
Read more