• High Rankings Advisor , Friday, April 4, 2008 12:30 PM

Consistency is key to increasing paid click conversions. Say that three times fast. It's the mantra that Karon Thackston uses when crafting PPC ads for clients of her copywriting firm, Marketing Words. "Including the same keyphrases you target in the PPC copywriting throughout the rest of the steps in the conversion process can make or break your end results," Thackston says. It doesn't seem like rocket science, but you wouldn't believe how many marketers using search don't keep consistency in mind.

Offline marketers have had a few decades worth of trial and error to learn that the messages in TV ads need to match the ones in print, on billboards and even in-store. With paid search, that translates to using the same keywords in an ad's title, in the body copy, on the landing page and even to the shopping cart and support pages.

But take it easy when it comes to the actual ad itself. "Don't try to close the sale with your PPC ads. That's not their purpose," Thackston says. "The sole purpose of PPC ads is to drive visitors to your site, where they can collect enough information to take action--whether that means buying, subscribing, joining or whatnot."

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