It’s an all too familiar scenario. You’ve built the ultimate PPC campaign for a site, but the traffic simply isn’t converting.

Days spent labouring over keyword research. Hours spent crafting dozens of ads to test in the wild. Perhaps you even use a few of your tell-no-one AdWords tricks. But the all-singing, all-dancing site is doing little or nothing to make users buy or sign-up.

Rock-steady advice on how to improve conversion rate is hard to find. Here’s my roundup of must-read material on the subject:

• 101 Easy Ways to Use Google’s New Website Optimizer (Conversion-Rate-Experts.com)
• Google Conversion University
• Free Conversion Tactics Strategy Guide (Mind Valley Labs)
• Mind Valley Labs blog >> Conversion Rates
• 7 Rules for Landing Page Optimization
• “We Tried That Already” (Clickz)
• How Adjectives Can Kill Your Conversion Rate (Conversion Chronicles)
• Grok Dot Com on Conversion Rates
• How Much Has Free Shipping Affected Your Conversion? (WebmasterWorld)
• Increasing Conversion Rate: Your Tips (WebmasterWorld)
• Increasing Your Conversion Rate (WebmasterWorld)
• The Art of the Sign Up Page

Tools like Google’s Website Optimizer and Crazy Egg make split tests super-simple, so no excuses - make a (very late) new year’s resolution to split test everything.

Good news from the Microsoft adCenter team at SES London. There’s an adCenter update due in March, which promises speed improvements and easy importing from AdWords.

Update: The adCenter update beta is available now for all users.