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February 17, 2005
The Mising Link of Paid Search
After managing over 200 pay-per-click campaigns across diverse markets with varying objectives including lead generation and product sales, I became aware of the surge in performance gained from consistency and relevancy.
My recent article describes what I refer to as the "path of consistency." Basically it means building a consistent and relevant message that connects a search user's expectation based on the keyword they selected to your ad and then to your landing page. The higher the consistency and relevancy from keyword to ad to landing page the greater the conversion result.
The challenge is understanding your target market. Consistency and relevancy only affects user behavior when it connects to the user's preconcieved expectation or an expected value generated before the search was performed. If you connect the dots effectively, your website conversion rates will skyrocket from satisfied customers.
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