Optimize your PPC campaigns

2008.
The year is coming to an end.
How much are you spending on search marketing ?
Are your marketing dollars well spent ?
Or are you throwing your $ out of your window ?

So how do you better optimize your ppc campaigns ?
Enough said, here's some quick tips to implement now.

PPC elements optimization:

Negative keywords
* Removal of non-performing keywords which are not converting but costing $

Split testing
* Any split test conducted on a on-going basis ?
* Which ad group is converting better ? In individual countries ? In seasonal period ?
* How long is the test conducted ? Too long ? Too Short period ?

Historical keyword performance
* What's the historical keyword performance of individual ad groups / campaigns ?


Other on-page elements to test:

Call to Action Button
* Colour - which colour on the cta button converts better ? In different countries ? In different seasonal period ?
* Copy on cta - which copy on cta converts better ? In different countries ? In different seasonal period ?
* Shape - Which shape coverts better ? In different countries ?

Web Form
* Which part of your web form field is actually necessary ? Or which part of web form fields are hindering conversion rates ?
* Shorter web form field, have you tried testing the conversion after alteration ?

Landing Page Load Time
* How fast is your landing page loading ?
* What is the landing page individual document size ?
* What is the average Internet connection speed of your visitors ?

Landing Page Copy Font
* Is your landing page fonts visible ? (Even though visitors / potential customers scan web pages)
* Which Font size / colour converts better ? In different countries ?

Landing Page Friction Elements
* Which element of your landing page is actually hindering conversion rate ? (Don't make the visitors / potential customers think !)
* Are there any substantial claims or testimonials to support your copy content in reducing friction,thereby increasing trust factor ?

Implement this:
> Try using Google Website Optimizer, let the consumers test / decide for you, which on page elements work best at which country, for which seasonal period, for which promotional campaign, etc.

Test, Test, Test
Learn.
Optimize.
Re-Test, Re-Test

Are you testing ?