Continued from the previous post.
You can think of a "slider" (a lever that can be moved along a track) as a way of adjusting your PPC Search Marketing Ads. If your slider is horizontally oriented, the far left position of the slider would represent no clicks. The far right position of the slider would represent that 100% of the viewers of the ad would click on it (100% CTR). You do not want to set the slider on the far left position and you do not want to set the slider on the far right position. You want to find the correct position somewhere in the middle to produce enough clicks for your campaign to work, without atttracting a lot of clicks that do not convert on your landing page.
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In order to do this, you have to know two things. First, you must know how to target your ads - to design your ads so they selectively induce clicks from those people most likely to convert on your landing page. Second, you must know how to adjust your ads to increase or decrease the number of clicks that they attract from this target audience.
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More in the next post
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