The campaign
The PPC campaign for this case study was setup and made live today, November 22, 2010, at 5:00 pm. Here are the steps I took:
Benchmarks
One of the great things about search advertising is the ability to measure performance. Purchase an ad in a magazine or newspaper and you’re only guessing what impact your advertising efforts are having on sales. With search advertising, you can drill down all the way to the keyword level to find out what’s working and what isn’t.
Creating the squeeze page
In order to get the most out of any PPC campaign, it’s important that the ad and landing page contain some or all of the search terms being used. Since I’ll be setting up a campaign that targets people searching or browsing for information on Laura Hillenbrand’s new book Unbroken, I need to create a specific landing page that contains these search terms.