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Let me enlighten
you about something you might not have considered. Ultimate conversions
from pay-per-click (PPC) ads come from a process, not a single event.
Oftentimes, online marketers focus on the effects of PPC copywriting
and the click-through rate it achieves. That click-through rate
is thought of as the end-all, be-all for the campaign. But, the
overall goal of PPC copywriting is not to get people to click to
your site. Clicking a PPC ad is merely step one. The ultimate goal
is to get visitors to take action once they reach your site.
is a vital attribute to successful PPC campaigns. Including the
same keyphrases you target in the PPC copywriting throughout the
rest of the steps in the conversion process can make or break your
end results. This really shouldn't be surprising, however. After
all, it's not a new development.
offline marketers have known that consistency was the key to profitable
multimedia campaigns. For instance, if you developed a promotion
for mouthwash that included direct mail, magazine, television and
newspaper, then you'd want the message to be consistent from medium
to medium. Offline marketers proved long ago that a single, repetitive
voice where one medium interacts with and/or reinforces another
brought about the best results. Let's look at an example.
For our fictitious
mouthwash (we'll call it Fresh Breath), a campaign might start with
television ads that show smiling people going through their morning
routines including swishing Fresh Breath after brushing. A slogan
or tag line could be used to help people associate a core message
with the product. The voiceover might also say something like, "Look
for money-saving coupons in this Sunday's newspaper." Great!
We've got their attention and offered something (coupon) that can
Next, we move
on to print. The newspaper coupon insert will feature a full-color
layout with the same smiling face, the tag line and $1.00 off the
customer's next purchase. But, what about people who don't get the
newspaper? We'll cover them in magazine ads that feature a duplicate
message. You might also consider sending out samples and coupons
via direct mail, too.
Do you see what's
happening? Consistency is foremost in the campaign. Everywhere the
customer looks, s/he sees the same core message about Fresh Breath
and relates her or his opinions with this message. The same should
be true with your PPC campaigns.
Copywriting Starts the Process
All a PPC ad
consists of is copy. VERY short copy. That means using successful
methods to develop your PPC copywriting is a vital first step. Blow
this part and the rest won't even get a snowball's chance to prosper
because the visitor will never make it past Yahoo! or Google's search
your core message. Develop headlines that attract visitors and pique
curiosity, so they'll want to click for more information. Don't
try to close the sale with your PPC ads. That's not their purpose.
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, joining or whatnot.
When you write
PPC ads, include the keyphrase in the headline, if possible. If
not, then you'll want to incorporate the keyphrase into the body
copy. Remember the tag line or slogan used in offline marketing?
The keyphrase you choose for this ad will act as your tag line and
will follow your copywriting efforts throughout the entire conversion
During Every Step
your landing page (the page visitors will land on after they click
the link in your PPC ad), use a headline that matches or is extremely
similar to the copy in your PPC ad. Experiments have proven time
and time again that the closer in content the two headlines are,
the longer visitors will stay on your landing page.
But, don't stop
there. If your sales channel is a multi-step process, then you'll
want to continue use of the keyphrase all the way to the end. Let's
look at an example using a Magnavox HDTV.
The PPC copywriting
might include the keyphrase "Magnavox HDTV." The headline
Save $$ on
The two lines
of copy might read:
HDTV models now on sale-
30% off. Free shipping over $200.
Anyone who types
the keyphrase "Magnavox HDTV" into a search field will
quickly be drawn to this ad because it includes the very item they
were looking for… Magnavox HDTVs. In addition, the copy piques
interest. All 26"-42" models are on sale for 30% off.
And, I get free shipping. Great! I'd be clicking over in a heartbeat
to see what was available.
But, what happens
if I, the customer, land on your home page where I find dozens of
DVD players and iPods and stereos? Huh? Where are the Magnavox HDTVs
I was just reading about? I'd be lost. I'd likely click back to
the search-results page and select another ad.
When I land
on a page after clicking a PPC ad that specifically mentioned the
very item I wanted, I expect to see a selection of Magnavox 26"-42"
HDTVs. What's more, I'll need to actually read the phrase "Magnavox
HDTV" to ensure me that I'm in the right place. Consistency.
And, when I
click the 36" model I think I want? What then? I'll expect
to see "Magnavox 36" HDTV" on the product description
page, so I can continue to know I'm in the right place. Consistency.
When I add the
item to my cart? Right… same keyphrase. And, when I check
out? Yep! And, when you email me my order confirmation? You got
it! Consistency, consistency, consistency.
Don't stop with
your PPC copywriting. It's simply not enough. That's a tragic 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!
proven methods for writing powerful PPC ads with Karon's latest
ebook How To Write Successful PPC Ads. This quick-read has easy,
tested ways to create PPC ads fast that get higher click-through
rates. Learn PPC
copywriting today at http://www.WritePPCAds.com.
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