This week we will start with a simple question that is remarkably overlooked. Many PPC users spend all their time tweaking their ad copy to maximise their click thrus. Good move! However what happens in the transition between PPC team and web developers is the fact that the copy on the landing pages is not updated on the same time. Small changes from Register VS Sign Up could mean the difference between 1% click thru, and even a larger difference in conversion rate. But imagine a user who goes to register, but instead is requested to sign up – there is the chance they could feel mislead and bounce. And now your data says that Register might not work as well.
They have Walked into a Conversation
When someone clicks on a paid search ad, they have decided to enter into a conversation between themselves and your organisation. They stumbled across the conversation (via a SERP) and deemed it worthy enough to spend a bit more time getting to know you. So they believe the conversation to be about how they can start a successful business online, but the landing page says different.
The landing page says that we can help you with doing that, but first you need a website, and hence, you should click on this button (or even worse – fill out an enquiry form) that will put them in touch to a website designer. Was the landing page copy relevant? Yes, you can’t run a business online without a website that is common sense. But we all know there is no common sense in the buying/conversion process.
What would have been more important is to outline to the visitor the steps involved in running a business online, and providing them access to a document or a check list of points to work through. By doing that, you provide the visitor with value, relevance, and a qualified lead that will return once they have met the said criteria.
How can you Perfect it?
The easiest way? Just avoid laziness…
A more relevant answer though is to make sure that each modification and edit of the ad copy is reflected in the landing page as well.
The purity of your data is at risk!
