In getting the best out of PPC is not only to know the best methods to employ, you need to know why those methods were formulated. AdWords freelancer explains those methods in this blog post. Let’s take a look at the methods.
The search engine is specific, searcher forms a keyword phrase based on the concept they have been programmed. It’s a function of language, words which is a specific representation of concepts. The searchers type the words into the search engine and expect the concept to link with the search results thus the search environment is considered to be active and solitary.
Concept to Keyword
Within the same concept, the numbers of keywords phrases are virtually endless. Though people might share exactly the same concept but find different ways of expressing it, some may be specific why some may be general. Everyone will refine their search query in a bid to force the search result to link up with the concept in their head.
This is the purpose why we need to vary the copy of Ads and landing pages. For PPC to function effectively, everything must link up with the concept in which the search users hold in their head at the particular time the search take place. The Ads text, the landing page, and the offers. This is a very big task because it’s hard to read people’s mind.
Enough of this theory and let’s translate this to useful methods from the prospective of a PPC freelancer.
- Mirror the Concept
Make your keyword prominent by repeating the term in the Ads copy and also on the landing page. The purpose of doing this is that it serves as an affirmation i.e the searcher had located the right place.
- Bring User to the Most Relevant Page
Your home page is often not the most relevant page; this is a page that relates directly to the keyword query. It might be possible you use many different landing pages, aiming at people who express their concept in different ways with different needs.
For instance, traveller searcher might be going through a research. They aren’t willing to buy. So Ads copy aiming at searcher making purchase won’t work out well and is same applicable to the landing page. A traveling merchant might offer this type of searcher a free guide book, or detailed info in which the searcher is encouraged to bookmark. The traveling merchant then has a chance to sell to the searcher at a later date.
The alternative is a click-back because the travel merchant has provided this searcher with nothing useful. We align our offer with the concept in which the user holds in their head.
- Assume Nothing
The searcher may possibly never see your site and may also know nothing about your company; they should be able to grasp what your company is all about immediately.
Strip all navigation out and leave only the option that is directly related to the query. Searcher needs to understand your page at a glance. Do not assume the searcher will read, they will probably scan through it.
- Think Visual
The searcher is likely to scan, so think visually. The searcher is not in a relaxed reading mode when they come for search they are in a hunting mode. They are in the active process of separating the wheat from the chaff. They can be on any one of millions of other pages within a click.
The quick hit they request from you in order to pay attention to you is for you to be visual. Use big headings, use images and use a layout that can easily be glanced through and avoid the use of dense text in your Adwords ads.
- Double Use Landing Page
Most times it is a big task to pin down what the user wants. Do they want more info? Do they want to purchase now?
You can present both options on one landing page. There are many cross-over in the search type as people’s intentions can be fluid.
- Don’t Advertise At, Talk With
This is not an intrusion medium such as radio and television media. It’s all about alignment. It’s about aligning what you have with what they need. Failure to do this result to click back or no click.