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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns by Lori Calcott, Bart Weller

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C H A P T E R  7

Creating Ads and Landing Pages

Selecting the best keywords for your campaign is only the first step. Getting users to click your ad and convert are the essential next steps. Finding the right message that attracts the attention of your audience is an important piece of a successful campaign, as is addressing your audience’s questions and needs with well-crafted landing pages.

The search intent of a user is generally categorized as navigational, informational, or transactional. We are primarily interested in the transactional category here, since advertisers are promoting products or services. The average amount of time the user spends looking at a search results page is different for each category. One study showed that searchers ...

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