With the right keywords, you ensure that the right person (target group) will see your campaign.
The campaign texts need to approach this target group and is crucial to getting click troughs.
Finally on the landing page, the user needs to complete the transaction, this is the so-called conversion.
The user journey through these pillars needs to be monitored and adjusted constantly, therefore a running optimization of the campaign is very important to improve the performance continuously. To make sure all pillars interact with each other, we have summarized the most important steps in our own whitepapers.
You can order the whitepaper for free here:
Whitepaper Google keyword creation
Whitepaper Google ad texts writing
Whitepaper Google campaign optimization
Whitepaper Landingpage for Google AdWords campaigns