Keyword Integration and PPC
Pay per Click keyword integration throughout the advertising campaign in the, ad title, ad copy and all pages used in the conversion funnel have the power to attract the attention of the targeted market, and to encourage the completion of the desired business conversion.
Keyword research will have provided numerous keyword groups and sub groups which can now be integrated into your overall PPC program.
The keywords you select are important to your Pay Per Click Campaign, in the first place the keywords and how they are integrated into your advertisement is crucial to obtaining the Searcher's attention, and encouraging them to click your ad and visit your web site.
Once the advertisement has been clicked and the Searcher arrives at the designated landing page your, keyword and phrases are not used so much to attract but to inform.
Once your web site visitors arrives on your landing page and start the conversion funnel, the keywords must be integrated in such a way as to provide visitors with the right information at the right time to assist them through the decision processes and empowering them to complete the desired conversion.
User your keywords consistently in the following PPC program elements:
Advertisement Headline
You have 25 characters to work with in the ad's Headline. Be sure to include your keyword phrase. These are the terms which are going to attract the searchers attention, after all, these are the terms Internet Users have selected to find what they require.
Description Area
The description area offers you 70 characters to work with. An important consideration when developing your ad content is to integrate your keywords into a powerful call to action to encourage searchers to select your ad over the other available options.
The Display URL
The Display URL is another opportunity to use your keyword phrase. Although the display URL and the destination URL are different, it is good practice to use a relevant keyword based name for your landing page file names.
Keyword Integration and the Conversion Funnel
The advertisement's landing page and any additional conversion funnel pages are crucial to obtaining a successful conversion of your web site visitor.
It is imperative that the Landing Page is relevant to the very specific topic of the keyword phrase used in your ad copy. Anything other than highly relevant content to the topic is not what the user is seeking therefore, you will have paid for a click, that bounced straight back to the Search Engine results pages.
Remember as you develop your ad copy that your target audience has identified the keywords you are targeting as those which most accurately describe what they are searching for. Don't disappoint these visitors by displaying any content that is not relevant to their search. Match your keywords to your promotional offer to improve web site conversion rates
The Last Word
The importance of consistency and relevance of keywords must be a constant consideration when preparing the ad copy and web content of your Landing Pages. The research and application of keywords in PPC is the foundation of the entire program.
