When you write PPC ads, include the keyphrase in the headline, if possible. If not, then you'll want to incorporate the keyphrase into the body copy. Remember the tag line or slogan used in offline marketing? The keyphrase you choose for this ad will act as your tag line and will follow your copywriting efforts throughout the entire conversion process.

Consistency During Every Step

When developing your landing page (the page visitors will land on after they click the link in your PPC ad), use a headline that matches or is extremely similar to the copy in your PPC ad. Experiments have proven time and time again that the closer in content the two headlines are, the longer visitors will stay on your landing page.

But, don't stop there. If your sales channel is a multi-step process, then you'll want to continue use of the keyphrase all the way to the end. Let's look at an example using a Magnavox HDTV.

The PPC copywriting might include the keyphrase "Magnavox HDTV." The headline could read:

Save $$ on Magnavox HDTV

The two lines of copy might read:

All 26"-42" HDTV models now on sale- 30% off. Free shipping over $200.

Anyone who types the keyphrase "Magnavox HDTV" into a search field will quickly be drawn to this ad because it includes the very item they were looking for… Magnavox HDTVs. In addition, the copy piques interest. All 26"-42" models are on sale for 30% off. And, I get free shipping. Great! I'd be clicking over in a heartbeat to see what was available.

But, what happens if I, the customer, land on your home page where I find dozens of DVD players and iPods and stereos? Huh? Where are the Magnavox HDTVs I was just reading about? I'd be lost. I'd likely click back to the search-results page and select another ad.

When I land on a page after clicking a PPC ad that specifically mentioned the very item I wanted, I expect to see a selection of Magnavox 26"-42" HDTVs. What's more, I'll need to actually read the phrase "Magnavox HDTV" to ensure me that I'm in the right place. Consistency.

And, when I click the 36" model I think I want? What then? I'll expect to see "Magnavox 36" HDTV" on the product description page, so I can continue to know I'm in the right place. Consistency.

When I add the item to my cart? Right… same keyphrase. And, when I check out? Yep! And, when you email me my order confirmation? You got it! Consistency, consistency, consistency.

Don't stop with your PPC copywriting. It's simply not enough. That's a tragic mistake most online marketers make. You have to convey a uniform message all the way from beginning to end to get the highest conversion rates possible from your PPC campaign. When you do, your sales will flow in with more… consistency!

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