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If you want to make a success at your pay per click campaign, the competition is getting fierce so it is important to understand what your customers are looking for. The customer that walks through your shop door can be very different to the user searching online.

The online customer may be looking for different features and benefits and you have only a few words to grab their attention and get them onto your site.

Try different ad texts with different calls to action to see what works. Check out what your competitors are doing – if the user types in a keyword and all the ads offer the same thing, why should they click on your ad above everyone else’s?

If you sell a product where all your competitors have the same price, then the only differential is your service or added value so if you’re using call to actions such as ‘free delivery’ or ‘price match guarantee’ then be sure that these offers are easily found from all pages on the site. You can lose a customer over something as simple as that, even if you had the product they wanted at a competitive price.

When at last they do click, bear in mind they may have already been searching for a while and they won’t want to start searching through your site now, so be sure to take them as close as possible to the item or service indicated by their keywords. If they searched for ‘mp3 player’ then take them to the mp3 players in order to maximise your pay per click results.

Lianne
PPC Account Manager

Those of you who regularly use Google to find what you’re looking for on the web (and to those who don’t – where have you been the last few years?) may have noticed how a Wikipedia article nearly always shows up somewhere on that first page of results.

Not long ago an experiment was done to get a measure of just how powerful Wikipedia pages are in Google results and the results were quite surprising. Of the 600 Wikipedia articles chosen, a staggering 580 (97%) showed up on the first page of search results for their titles.

To be fair, a lot of times the article will be highly relevant to what you’re looking for and should rightly be where it is found in the SERPs. On the other hand, at what point does Google want to go from being a strictly impartial search engine to effectively a middleman for Wikipedia?

I suppose the other thing you can take from these findings is just how much weight the phrase “Content Is King” holds in Google’s algorithm. So to all you webmasters and blog writers… get writing!

Rik
SEO Programmer