Keeping The Ad Continuity
When focusing on the landing page’s ad continuity, often PPC managers home in on keyword matching. Do you have the same keywords built into the landing page that are displayed in the ads? Getting this right is a great way to start off as you can see with the screen shots below. 
However if you want to push conversion rates higher than the 4 per cent pay per click industry average you need to look further than that.
Messages are made up of more than just words. This is true of more than just website marketing. When talking to someone you make various verbal and non verbal cues which when taken as a whole provide you with the complete message. Verbal cues can include inflection, tone, speed and laughter for example. Non verbal cues cover body language, facial expressions and gestures. Although the non verbal cues are not on show from searchers when looking at a PPC ad you can identify certain factors by looking at those ads they do choose to click on.
You need to be able to match the mood and tone of visitors and reflect this in the graphics, copy and images used. You can achieve this when you project how your message would be conveyed in everyday conversation. What can you glean about your visitors which offers deeper insights than the superficial face value? If the tone of your ad conveys an urgency or excitement reflecting the attitude of your target audience then you can match the images, copy and colours used to keep the tone going from ad to landing page.
At Click Consult we offer a range of pay per click management services to our clients.
