The other day I did an hour session on the use of Google Adwords and like most of my explanations related it back to conventional marketing practises and thinking about purchase process.
So, it is an extremely large subject and some might say its an art to perfect pay per click for a particular industry, product or brand. For more specifics on keywords and your campaigns see this article. If you break it down to it’s absolute basics and suggest some theory that could be applied to any campaign and in fact could be used to refine or revisit your existing campaign. The aim is to pick up your potential customer from an online space where you know they are specifically looking for something. Your advert should then suggest to them that you have what they are looking for, in as few steps as possible the customer will arrive in front of your product where they will find the right price and enough information to make a purchase decision. Of course it’s not that simple, product awareness often happens way before the online experience, the competing ads on the search engine may grab their attention more, they might feel you have the right price but not enough information to make an informed purchase decision or visa versa, they might research the product on your site but purchase from the cheapest vendor, they might even drop out during the checkout process. The point is that the drop out could occur at any point in the purchase process and so they are many important aspects to consider when designing your pay per click adverting and it’s not just about cleverly chosen key words and advert. You should also be looking at your SEO, landing pages, website content, price reviews, targeting, the list goes on! One is not successful without the other so think of PPC as a small part of your Digital Marketing Strategy.
I’ve written some beginners guides to SEO to here, which should also help with your landing page content.