It doesn't matter how much traffic your ads are driving, if it is the wrong traffic, the ads will never convert. The first step in a successful paid search campaign is to define the appropriate keywords and bidding strategy. This will ensure that you are paying the right price for the correct words. The next step in qualifying your traffic is to continuously test your ad copy. Your base ad copy should always be tested against one or two "copy challengers".

Ad positioning is based on your quality score, which based how well your landing page is optimized. Once you have your keyword density and page copy optimized, you should be presenting different variables to your visitor. The process of presenting different variables on a landing page is called landing page optimization. This can be done through A/B or multivariate testing. Sample variables to test are your page's copy, layout, "hero shots", calls to action and many more. Your paid search conversion rate can be positively effected by a well optimized landing page.

Your paid search campaign could always be better, even if you are receiving a good conversion rate. BigTuna Interactive continuously monitors steps one and two and makes the necessary adjustments to improve.