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3 ways for better PPC optimization

Marketers realize the challenging atmosphere of creating ads for Google, Facebook and Bing, but online marketing is a tricky game that needs constant attention. When addressing PPC optimization issues, it's important to look at what's not working and why it's not working.

If a recent PPC campaign didn't show as positive results as expected, it's time to look at the fundamentals and tweak them to grab online consumers' full attention. Here are 3 ways to better optimize PPC:

1. Target certain audiences
The point of optimizing PPC is so it reaches the desired audience; therefore, companies should clearly define their audience and choose the correct advertising platform as well as use proper keywords that will attract attention.

2. Test different options
Search Engine Journal offers the idea of running two versions of ad content and seeing which one fares better online. This strategy involves coming up with various versions of the same message that will reach different lead personalities.

3. Tailor to different visitors
Marketers should define different visitor types, as SEJ does and create various options for each type. For instance, SEJ offers the phrase "Call today" for potential talkative clients, or "Explore Your Options" for courageous people looking for a new product or service.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.