Optimization Tips
Our Optimization Tips are designed to help our advertisers create the most effective pay-per-click advertising campaigns to connect with business decision makers searching for their product or service.
Ad Copy — Relevant ad copy is a vital part of your pay-per-click campaign. Make sure you depict your product and/or service benefits with clear and concise ad copy.
- Think like your ideal buyer - what do they want to see in your ad to know you have a great solution for them?
- Include promotions, special offers and pricing in your ad to help distinguish you from your competitors.
- Use our multi-link feature to drive traffic to transactional areas of your site, such as: Contact Us, Downloads, etc.
- Include keywords in your ad title and description so they appear more relevant to the user.
Conversion Tracking — Visibility into the performance of your pay-per-click campaigns is crucial in maximizing your search marketing ROI.
- Implement some type of conversion tracking tool for your pay-per-click campaigns to track the performance of your ads. Business.com Conversion Tracking is one option that is available for free to all Business.com pay-per-click clients. It is simple to set-up and use, taking just a few minutes to implement.
- Be aware of the capabilities and shortfalls of your conversion tracking tool. To learn more about the gaps of some of the most popular conversion tracking tools, download our latest whitepaper Unlocking the B2B Web Analytics "Black Box" .
- Monitor the performance of your search campaigns based on your conversion metrics. Identify key areas for improvement and optimize as needed.
Keyword Selection — Your keyword choices have a major impact on how much exposure your pay-per-click ad receives.
- Choose descriptive keywords that are relevant to your product or service. The more specific the keyword phrase, the more qualified the user.
- Use multiple-word keywords. One word keywords tend to be too general and may result in irrelevant clicks.
- Always make sure to select top-level category keywords on Business.com. These keywords are tied to our most popular pages and receive the most traffic.
Traffic Maximization — Driving qualified traffic to your site is key in achieving ROI goals from pay-per-click advertising.
- Increase your keyword cost-per-clicks (CPCs) to help achieve your optimal page placement. The Top Three ad positions on the page receive the most exposure on Business.com and across the Business.com Advertising Network.
- Carefully plan and monitor your monthly cap to ensure your ad campaigns remain up throughout the month. Once your cap is reached, your pay-per-click ads will be removed from the site and will not have the opportunity to be distributed on the Advertiser Network.
- Add additional keywords to your pay-per-click ad campaign that describe your product or service.
Looking for tips on how to create and manage internet directory listings to drive more traffic to your site? Take a look at our Directory Submission Vitals & Checklists for advice on how to evaluate an internet directory and to effectively manage your directory submissions.
For more information on getting the most from your search engine marketing and optimization efforts, check out Business.com how-to guides. Stay abreast of all the latest business information and guides by subscribing to the WhatWorks for Business weekly newsletter.
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