| Excerpt: "o Narrow down your extended keyword set and focus on the keyword groups you have polished content and landing pages for, especially when you have a complex product. o Use an awareness ladder to inform keyword segmentation by purchase stage but revisit it often to validate and adjust. o Do not use the same landing pages for different steps of your awareness ladder. o Do not wait for leads to become paid users to decide on the quality of paid ads campaigns: focus on quick metrics and tailor experiments to one step of your funnel at a time. o Take a test-and-learn approach with small budgets to quickly fine-tune campaigns, focusing on page quality and clickthrough rates. o Run tests to optimize page content, which will reduce your cost per click. o Once you find your winner, you’re ready to go all-in. Now’s the time to pass it off to an agency to scale things up, if you are contracting out campaign management." |