Before you write your ad content or even set up your pay per click campaign you need to first build your landing page. Make sure that you optimize your landing page completely and effectively. The success of any PPC campaigns you run for your landing page depends on how well optimized that landing page is. Your quality score is directly related to your optimization success and the higher your quality score the lower your bids for your keywords will be.
One strategy that I’ve found effective in choosing keywords for landing pages is to make sure the keywords I want to rank for appear at least four times. My primary keyword will appear the most and the secondary keyword right after that. But three or four other related keywords can appear on the page 4 times. I’ll take each of those keywords and put them into the keywords meta tag field with no other additions. Those are the keywords that I use to build my pay per click campaign around.
MSN adCenter has a cool tool for helping advertisers extract the right keywords for their ad campaigns. Using such a tool can be helpful, but if you do it the way I just described then you should never go wrong in your pay per click campaign optimization efforts.
