Consistency is Key to Quality PPC

On January 2, 2010, in Advertising, by entmind

Online marketers often focus on the effects of PPC copywriting and the click-through rate it achieves. That click-through rate is not the be all and end all. The overall goal of PPC copywriting is not to get people to click to your site this is merely step one, the ultimate goal is to get visitors to take action once they reach your site. The sole purpose of PPC ads is to drive visitors to your site where they can collect enough information to take action, whether that means buying, subscribing or joining.

UK Internet Marketing know that consistency is an important characteristic to successful PPC campaigns. Including the same keyphrases in the PPC copywriting throughout the rest of the steps in the conversion process can make or break your end results. All a PPC ad consists of is copy. If you mess this part up the rest won’t even get a chance to boom because the visitor will never make it past the search results page.

When you write PPC ads, if possible, include the keyphrase in the headline. If not, then you’ll want to incorporate the keyphrase into the body copy. When developing your landing page, use a headline that matches or is similar to the copy in your PPC ad. Research has proven that the closer the page content and ad copy are the longer visitors will stay on your landing page. If your sales channel is a multi-step process, then you’ll want to continue using the keyphrase all the way to the end.

When I land on a page after clicking a PPC ad that specifically mentioned the item I wanted, I expect to see the product, or range of products, I have just searched for. What’s more, I’ll need to actually read the phrase, or a similar phrase, that I have just searched for to clarify that I’m in the right place. When I click onto the item I think I want I’ll expect to see the phrase that I have just searched on the product description page, so I still know I’m in the right place. When I add the item to my cart I still expect to see the same keyphrase, just like when I check out and when I’m sent my order confirmation.

Don’t stop with your PPC copywriting. It’s simply not enough. That’s a mistake most online marketers make. You have to convey a uniform message all the way from beginning to end to get the highest conversion rates possible from your PPC campaign. When you do, your sales will flow in with more consistency!

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