Reverse-engineer your marketing from the results you want to achieve, not from the keywords you’ve chosen. Most PPC campaigns build out from a keyword strategy. Flip this idea on its head by starting from the leads or sales you want to make, backing into your ads, then advertising platforms and keywords.
The resulting ad campaign will be stronger from start to finish because you’re considering all angles from the customer’s perspective. You’ll focus first on what motivates the conversion, which is really the key to boosting conversion rates.
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