Often you'll have three or four things you want an ad to accomplish in a PPC campaign. But to target your Google AdWords ad for success, you need to be crystal clear about what your goal is. In this brief video PPC expert Melissa Mackey explains why this is so important.
If you don't have a clear goal, for example, you may end up bidding on keywords that don't really advance your business. So you need to think about what you want people to do when they search for your product or service. A clear goal provides focus for the ad copy and landing page, and helps you measure if you've been successful.
Melissa Mackey is Search Supervisor at gyro, the largest independent B2B agency in the world. She also blogs at Searching Beyond the Paid where she writes on the topics of pay-per-click marketing and other aspects of search engine marketing. This interview was recorded at the SES Conference in Chicago on November 15, 2011.