If you’ve been involved in any way with a Pay Per Click (PPC) campaign, you are doubtedlessly familiar with its major concepts, including keywords, the text used in your ad and of course, the landing page. Although getting any of these three just right can result in succesful results, it is only when you optimize all three, for each other, that you can experience truly impressive improvements in your conversion rates as well as your cost per conversion.
In the creation of a PPC campaign, one of the first steps is the research of keywords most probably used by potential customers in their search for the product or service you provide. A lot of time and money can be spent researching the keywords which fit the demographics of the ideal buyer and once found, profitable keywords are practically considered trade secrets. A good keyword will attract a buyer looking for your product and will deliver him to a Search Engine Results Page (SERP), where he will see both organic and paid results. The paid results are the text ads, usually found at the top or the right hand side of the results page.
Several paid text ads are usually found on each SERP, each vying for the attention (and hence the click) of the search engine user. The choice of words for an ad, combined with its placement on the page will determine how often an ad is clicked. There is a whole science and art behind the creation of text ads, but for it to be successful, it is vital that the ad maintains a continuity of concept, not only with the keyword, but with the future landing page that the visitor will be taken to if he clicks on the ad.
The landing page is of course where the visitor lands on your website. With few exceptions, this should be a page, deeper within your site which very specifically answers the question the user asked when he typed in his query into the search engine. A very common mistakes is to have visitors land on the home page, and this is rarely specific enough to maintain the interest of the visitor and he will simply leave the site.
As mentioned previously, you may be able to increase your conversion rate by having one great component, such as the keyword, while the other two components are not quite up to par. Having two is clearly better, but when all three align, you can achieve serious improvements in your conversion rates and of course, your cost per conversion as well.
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