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.
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.
The idea for this case study was born in January of 2009. That date may not seem significant to you until I mention the fact that this was the day that USAir Flight 1549 ditched in the Hudson River. The accident was especially significant to me personally because I had written and published a book about a lesser known airline ditching that had occurred in 1970. My book 35 Miles From Shore: The Ditching and Rescue of ALM Flight 980 tells the true story of the first and only open-water ditching of a commercial jet and the efforts to rescue those who survived.