Look further than keywords

A research paper called The Future of Search Marketing by Forrester reveals that there is a need for PPC managers to act as business planners instead of thinking as a channel manager. It also goes on to discuss how important it is for people to optimise landing pages to increase conversions. The paper states:



"Potential customers can’t convert if their post-click experience isn’t relevant."



The most straightforward way of ensuring the landing page is relevant is to use a concise message that matches the ad to the page. This will also help to ensure a decent Quality Score from Google and a good conversion rate. However to excel in both these areas and to ditch the ‘average’ and the ‘decent’ for more outstanding rewards PPC managers need to look beyond the actual copy.



This can be done by looking at the overall tone of the ad and the type of target customers you are seeking. By looking at elements in addition to the copy such as graphics and images you can further synergise the message you send from ad to landing page. If you are offering an informational product or service in the ad then the landing page may be better suited to a serious, formal business page with corporate images and formal colours that reflect this. Colours can be used expertly to reflect any particular mood you want to communicate on the landing page.



The words you use to convey your message should be chosen with care. Although persuasive language is best you need to think about the type of person you are trying to persuade. The different personas and their stage in the buying cycle will affect the language you use. Although matching keywords is fundamental look beyond that to get the optimum conversions.



At Click Consult we offer advice on all aspects of web marketing including pay per click advertising.

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