The Key To Ppc Conversion
Pay-per-click, or PPC, copywriting is not about
how many clicks an ad gets. The click-through rate is not the ultimate
goal of the marketing campaign, even if the marketers might think
otherwise. No, what they should really want is for the visitors to do
something after the click.
Consistency is the watchword when it comes to PPC
conversion. The keywords used in PPC copywriting
should be echoed in all the marketing associated with the product or
service. This isn't just something that internet marketers should know;
it is a standard practice for advertising professionals in any medium.
Products that cross media into television, radio, magazine, newspaper
and so forth give the same message to every consumer. This
repetitiveness reinforces the image.
PPC Copywriting is the Beginning
A PPC ad is merely a small amount of copy. A PPC
copywriter has to be able to get to the point really quickly. If this
isn't accomplished, no one will click on it or any other links leading
What is the core message that best expresses the
product or service? The copy should get readers to do something, namely
to click on it. It should at least engender curiosity. It isn't the job
of PPC copy to sell something, but to interest someone enough to click
on the link. Once that's done, the landing site can do the rest of the
work, convincing the reader to buy, join or subscribe.
The key phrase of the headlines should be in the
PPC ads whenever possible. This is much the same as a tagline or slogan
used in other media advertising. A key phrase should be something
memorable, repeated over and over to brand the product in the mind of
potential buyers or clients.
Consistency Holds It All Together
The landing page should have a headline that is
very much like the copy in the PPC ad, if not exactly the same. The
more similar those two are, the longer a visitor will stay on the
landing page. That's not the end of everything; the key phrase should
be used all the way through the entire process.
When the key phrase is typed in, it should lead to
a page that displays that key phrase. The best way to get the visitor
to trust enough to buy something is to fulfill the promise laid out in
the PPC copy. If it offers ‘cheap fast computers', then there should be
plenty of cheap but fast computers on the landing page. There shouldn't
be DVD players and televisions and other electronics. Links for those
can be included on the page, but the ad should take the visitor to what
PPC copywriting is the beginning, but it is only
the beginning. Don't make the mistake of making the PPC copy
everything. Carry the little message of that first step throughout
every step to create a sense of reliability for potential customers.
Article Source: http://www.articlesbase.com/copywriting-articles/the-key-to-ppc-conversion-2091313.html
About the Author
Melissa S Sequeira ~~
is a talented and creative copywriter adept at writing copy to suit
your requirements. She has an excellent grasp of SEO and works, in
particular, on eBooks, ghost writing, academic writing, copywriting and
sales writing. Contact Melissa at http://www.freelancewritingdesk.com