I think that in cases like this, it's more of a "product side" optimization rather than a campaign stand-alone thing.
A few things that comes in mind are:
- The course need to have a great content
- It has to be useful
- It has to be payable (not too cheap or too expensive)
- It need to have a preparation period
- and of course, you product page should be truly prepared to engage and retain user attention
Hope it helps.
Leandro Martinez | Basta1Click
Re: PPC Strategy[ Edited ]
July 2015 - last edited July 2015
There are a lots of points keep in mind for PPC strategy,
Most impotent point of PPC ad is targeting, Define your targeting that show your ads to reach people with specific interests — namely, people who are interested in your products and services — and show them relevant ads
There are different ways of targeting,
Keywords - Do keywords research about product and service that user most likely search in search engine.
Negative keywords - Don't want to show your ad which is not relevant to your product ant service
Ad location: Show your ads on search engines, commercial sites, or personal sites.
Age, location, and language: Choose the age, geographic location, and language of your customers.
Days, times, and frequency: Show your ads during certain hours or days of the week, and determine how often your ads appear.
Devices: Your ads can appear on all types of devices, and you can fine-tune which devices your ads appear on and when.
Advertising networks - Determine to reach to show ad via search network and display network.
Search Network can help you show text ads next to search engine results and Reach customers actively searching for their specific product or service.
The Display Network can help advertisers do the following:
Use appealing ad formats to reach a wide range of customers with broad interests.
Build brand awareness and customer loyalty.
Increase engagement with customers.
Choose more specifically where their ads can appear, and to what type of audience.
The quality of your ads - Higher quality ads can lead to lower prices (CPC) and better ad positions. Improve CTR and quality score of Ad.
Bidding strategy -
Try choosing a bidding strategy based on your goals, such as whether you want to focus on getting clicks, impressions, or conversions.
Evaluate metrics relevant to your goals -
Here are some important things you can measure to help you track and improve a campaign focused on traffic:
- Clicks and clickthrough rate (CTR): These two metrics help you understand how many people found your ad appealing enough to actually click on it and visit your website. You can use your CTR to gauge how closely your ad matches your keywords and other targeting settings.
- Keywords: You'll want to monitor your keyword performance with the following strategies:
- Pause or remove words or phrases that aren't working well for you and add new ones. You can use columns and segments to review your keywords' clicks, CTR, Quality Score, and more.
- Use keyword match types to control who sees your ads. With some match types, you'll get more ad impressions, clicks, and conversions and with others you'll get fewer impressions and more narrow targeting.
- Run a keyword diagnosis to get more information about your keywords' Quality Scores and whether they're triggering your ads.
- Search terms: Use the Search terms report to review the list of searches that have triggered your ad, and identify the relevant terms that are driving traffic to your website and add them as new keywords. You'll also want to add terms that are irrelevant to your business as negative keywords so they won't trigger your ads.