Its a simple, 3 step process.
Make a list of search phrases (keywords) you want your ad to be associated with.
Create an ad with enticing text that will encourage people to click and go to your web page, the landing page.
Your landing page should continue the message started in the ad and have a clear call to action (CTA), fill out a form, buy a product, follow a link, etc. These actions are known as conversions.
Google displays your Ad.
Based on the search phrase entered, Google displays your Ad in their search results, the user clicks, Google charges you for the click then links the user to your landing page or website where the user will read your message and hopefully follow the call to action presented. If everything works as it should PPC Ads are very efficient.
A couple of simple mistakes can effectively double or triple your cost
So what can go wrong that can make PPC advertising a very expensive process?
Keyword choices, are they the right ones, the ones that will lead to the eventual call to action on your landing page?
An Ad that is not written to entice the right, people to click, is worthless and may result in a lot of wasted clicks, the ones that do not result in the call to action.
A landing page that does not fulfill the promise that was started in the ad or loads to slowly to maintain the attention of a mobile user until your message is presented is a total waste of your advertising budget.
At the bottom line, the whole process must result in a reasonable percentage of users following the call to action. If it takes 50 clicks, at $2 each, to sell a product with an $80 gross margin, the ad is a big looser.
Think through the whole process, with your call to action being the goal.
Keyword selection. Focus your keyword selection to those most likely used as search terms by people who are good candidates to execute the call to action presented on your landing page, any other person is wasting your money.
Writing your Ad
Write your Ad with the mindset of someone who will likely-follow the process through your landing page's call to action. You want to discourage all others from clicking on your ad. Keep in mind Google charges you for the click when it happens, not when people select your call to action.
If you are buying pay-per-click ads you are losing money unless you have a very fast landing page. Mobile users are impatient and they represent 60% of search engine traffic. Google's statistics say if a page takes 3 seconds to load 53% of the mobile visitors have already abandoned it, even though you have already been charged for the click.
Very fast landing pages are imperative for success.
I build very fast landing pages using the Google-developed, Accelerated Mobile Page (AMP) framework. My pages are guaranteed to load in less than 2.5 seconds and score in the high 90% range on the Google quality/speed test. Pages pass Google's AMP validation test and are eligible for inclusion in the Google AMP page cache for instant delivery as search results.
Unique content for Mobile and Desktop users
Premium landing pages support dual header graphics and dual content sections allowing delivery of unique versions of your header graphics and body content for mobile and desktop environments. When writing content I frequently format it differently for mobile devices because people are often distracted while reading mobile content.
The best way to work with me.
Sketch out the look of your landing page, number each text block and photo. Take a photo of your sketch or scan it then send it as an email attachment with your numbered text blocks and photos.
When your landing page is ready I will send you're a link so you may review it and make revisions. I will also send you a zip file with everything you need to host on your server.