Here's a summary of key points for the "Paid Advertising" tag, with relevant internal links:
Optimize landing pages: Create dedicated, conversion-focused landing pages for each main ad campaign or keyword group. This improves relevance and can boost conversion rates. For more on landing page optimization, see On-Page SEO.
Expand keyword targeting: While bottom-of-funnel keywords are important, consider expanding to top-of-funnel keywords for brand awareness. This ties into the broader Keyword Strategy discussed in the audit.
Implement retargeting: Set up retargeting campaigns to re-engage users who visited but didn't convert. This can be an effective way to increase overall conversion rates.
Align with organic efforts: Ensure paid advertising efforts complement your organic SEO strategy. This includes targeting keywords that are difficult to rank for organically and using ad data to inform Content Strategy.
Monitor and optimize: Regularly review ad performance and adjust campaigns based on data. This aligns with the overall recommendation to Monitor and adapt your digital marketing efforts.
