PPC Ad Content and Landing Pages: Solving Problems to Generate Conversions

by Andreea Cojocariu on August 22, 2011



My post last week touched on picking keyword phrases for Pay Per Click ads.  Continuing the theme of creating successful PPC campaigns, let’s shift our focus on the actual ad content itself and even a little on the landing page because both are so very closely intertwined.

My approach to online content is simple: Messages, whether ads, website content, articles, press releases, etc, should provide a solution correlating your product or service to an issue your target audience may be facing.

So your PPC ad, although brief, should instantly capture a searcher’s attention and solve some sort of problem they might be having. You do have some limitations because you’re restricted to 25 characters in the title and the ad content itself is 70 characters (35 characters per line, 2 lines).  If that seems a bit daunting to create on your own, there is nothing wrong with outsourcing your PPC ads to an agency. Creating the ad itself is a special craft. You need to be creative and strategic at the same time.

One you’ve chosen your keyword, you’ll have to create a title. Don’t go overboard here. You want to grab the searcher’s attention, but you also don’t want a title that is too creative either, that it distracts from the product/service. It’s best to keep things simple, stating the solution. At the same time, you want to be as specific as possible to reach the right target market.  Easy as pie right?

Content is where you sell your product/service. Again, keeping it simple, using the keyword phrase, you’re trying to solve a problem, but you have about 70 characters to play with. I know it’s a given, but include a call to action.

In terms of types of content, obviously sales and promotions are pretty important. Shoppers want to save money. So mentioning the specific sale in the title and including a numerical value in the ad content is highly advised.

I also recommend geo-targeting your ad, especially if you have a brick and mortar location. Picking the right location makes a difference with conversions. One location maybe more active than others. Perhaps your product or service is more popular in one region versus others.

Landing Page

I wanted to briefly touch on this because your ad content should flow seamlessly to your landing page. If you mention a sale in your ad, make sure that it is the subject of your landing page. It sounds like a no brainer, right? But many small businesses make the mistake of directing traffic from a PPC ad to an existing page on their website. While that seems like a decent idea, your ad content may not exactly correlate to the landing page. So use the same keyword from your ad and generate copy is directly related to the ad content.

It sounds easy enough right? Google has the tools to create PPC campaigns, surely anyone can do it right? Here is where I say no. PPC (and online marketing in general) requires special skills that you may not have. You do a great job at running your business, but understanding online marketing strategy, much less concepts, may be too difficult to pile on your already mountain high list of tasks to complete. I strongly advise seeking professional resources and help either through an agency or hiring someone full time. Either way, someone specializing in PPC can help you create a successful campaign.


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    • Anonymous

      I agree with this article that small business firm use PPC for getting more traffic and they do not even take care that the ad may not be related to web page so take care about keyword and web page should be related to content when use PPC.
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