PPC Success depends on how well you know your target market
June 8th, 2009 by Alan
Everything you do during your PPC campaign builds up to get those clickers to become paying customers. Everything, from your ads to what you put on your landing page culminates in the call to action. This makes that call to action crucial and you must write an affective one that will be the final piece in the puzzle that converts the searcher.
This is the reason why so many marketers agonise for hours on end. They need to write the perfect call to action that results in effective action from the searcher. It does not really matter what your personal writing style is, or how you word your ads. In the end it boils down to whether your call of action is effective or not.
Knowledge is power
For your call to action to be successful, you must convince the reader to perform the action you wish him to do. The call of action could be to convince him to click through to the landing page or opt-in to your regular newsletter. You could be asking him to become part of your community or buy your latest product or use your services. Your goal is to get a response through your call to action.
The only way to do this is to know your target audience. Know exactly what your customer is looking for, know who your target market is, their likes and dislikes. Know how they think and what makes them tick.
Without knowing these fundamental facts about your target market, you do not have any hope of success. Only once you understand the motivations that drive the person reading your ads can you target. Only then can appeal to them through your call to action.
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[...] is possible yes, depending if you really know your target audience. Sometimes clickers are simply hesitant about online purchases. Run an A/B test on the aspects of [...]
You made some good points on this topic.