"o Narrow down your extended keyword set and focus on the keyword groups you have polished content and landing pages for, especially when you have a complex product.
o Use an awareness ladder to inform keyword segmentation by purchase stage but revisit it often to validate and adjust.
o Do not use the same landing pages for different steps of your awareness ladder.
o Do not wait for leads to become paid users to decide on the quality of paid ads campaigns: focus on quick metrics and tailor experiments to one step of your funnel at a time.
o Take a test-and-learn approach with small budgets to quickly fine-tune campaigns, focusing on page quality and clickthrough rates.
o Run tests to optimize page content, which will reduce your cost per click.
o Once you find your winner, you’re ready to go all-in. Now’s the time to pass it off to an agency to scale things up, if you are contracting out campaign management."
"o Narrow down your extended keyword set and focus on the keyword groups you have polished content and landing pages for, especially when you have a complex product.
o Use an awareness ladder to inform keyword segmentation by purchase stage but revisit it often to validate and adjust.
o Do not use the same landing pages for different steps of your awareness ladder.
o Do not wait for leads to become paid users to decide on the quality of paid ads campaigns: focus on quick metrics and tailor experiments to one step of your funnel at a time.
o Take a test-and-learn approach with small budgets to quickly fine-tune campaigns, focusing on page quality and clickthrough rates.
o Run tests to optimize page content, which will reduce your cost per click.
o Once you find your winner, you’re ready to go all-in. Now’s the time to pass it off to an agency to scale things up, if you are contracting out campaign management."