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It Pays to Pay Per Click – Part 2: Consistency

In my previous article, I talked about the importance of Pay Per Click (PPC) segmentation. PPC plays a vital role in online marketing and has several moving parts, so to speak. One of those parts is segmentation, another is consistency.

When I say consistency, I’m talking about providing users with a positive, consistent experience when it comes to your pay per click campaign – from beginning to end. Let’s use an example to illustrate. Say you’re interested in getting a folding treadmill. You want a treadmill, but don’t have a lot of space, so something you can store away is ideal. You jump onto Google and start your search for a folding treadmill and see an ad with “folding treadmill” in it. You make a decision to click on that ad, only to be taken to a page that just says treadmills, not folding treadmills. Out of sheer frustration, you bounce off of that page as soon as possible and begin your search again.

Needless to say, you just had a very unfulfilling user experience. The keywords on the web page suggested something entirely different once the visitor clicked through from the ad. Yes, you want users to click on your ads, but baiting them with keywords that aren’t consistent with what is offered on your website landing page is not the way to do it. Once a user has this type of experience, it’s very difficult to get them back again. Using the right keywords, the right call to action and the right terminology will provide a great user experience, from search to landing page.

Here are three ways to be consistent with your Pay Per Click campaigns:

  1. Make sure your keywords in your ads line up exactly with the keywords on your landing page.
  2. Create different or dynamic landing pages that specifically match your ad copy and keywords.
  3. Ensure your ads and landing pages are relevant, informative, convincing and have some substance; both textually and visually.

When all of your moving parts are working together, PPC marketing can be a well-oiled, money making machine.

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