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YOU ARE HERE: Home > Marketing Tips > PPC & Landing Page Relevance

How To Use "Relevance" To Make Your Google AdWords Campaign Generate 70% Or More Qualified Visitors To Your
Website And More Sales Conversions

Are you frustrated with your PPC campaign and feel like it’s draining your budget each and every month? Want your Google AdWords and Yahoo! PPC campaigns to start paying you big dividends in increased sales and leads so you’ll be excited about the results (and maybe even want to increase your budget)?

If this sounds appealing to you, then here are the 2 main things to fix…

Mistake #1 – Low Relevance between PPC Keywords and Ads

I advise business owners and marketers everyday about their web site optimization, and 90% of the time they’re frustrated with their PPC results. But when I review their PPC campaigns the reason is usually very obvious.

The biggest mistake I see businesses and marketers making with PPC is low “relevance.” For example, they throw way too many keyword phrases into one (or just a few) “ad groups” or “categories” within their PPC campaign. Then they make it even worse by only running one ad within each ad group.

Why is this bad?

Because it makes it impossible to write laser targeted and relevant ads that closely match each keyword phrase you’re bidding on (and searchers are searching on). The result is that there is just not a close enough match or “relevance” between the keyword used in the search, and your ad that is displaying on Google search engine where your target market sees it.

In fact, this is exactly why your cost per click remains sky-high and your click-thru rates (CTRs) and traffic are so low. You’re only getting a little traffic, but you’re paying top dollar per click and they’re not converting into enough sales or leads! This is a classic case of low relevance between PPC Keywords and Ads and it’s not the way to run a successful PPC campaign!

Mistake #2 – Low Relevance of Landing Pages

The next problem comes from the actual web pages, or “landing pages” that web site marketers send their PPC traffic to. Usually, the landing page is just not relevant enough to the keyword the searcher used at the search engine. As a result, over 50% of their PPC traffic (and monthly budget) is wasted as a majority of visitors “bail” within the first 8 seconds while you rack up big PPC bills.

Here are some examples:

Don’t send your PPC traffic to your web site’s home page, because 95% of the time the home page will generate terrible conversions. Why? Because usually it’s just not relevant enough to the keyword your visitor searched on.
In other words, if the searcher types in “blue widgets” don’t send them to your home page. They don’t want any widget, they want a blue widget! It’s much better to send them directly to the blue widget product page.

Even if you’re a savvy marketer who’s already sending traffic to individual landing pages that correspond to the keyword, you can get much higher conversions if you make additional landing pages that precisely match the keywords in your PPC campaign.

The Solution:
Strive for High Relevance and Watch Your ROI from PPC Skyrocket!

The solution within your PPC campaign is to build more ad groups and have less keywords within each ad group. In fact, your highest traffic/most in-demand keyword phrases should have their own Ad Group! This enables you accomplish two important things that will raise your conversions and sales:

Write precisely targeted ads that are 100% relevant to your tightly clustered keywords;
Send these visitors directly to a perfectly targeted landing page.

Keywords and Ads
For example, instead of putting all your colors of widgets into Ad Group #1 like this:

Keywords:   Ad:
blue widgets
green widgets
red widgets

Buy Widgets
Choose aluminum or titanium
Get free shipping on $100 orders

Put your keywords and ads in closely clustered Ad Groups and Categories so the ads closely match each of your keyword phrases:


Keywords:   Ad:
blue widgets
dark blue widgets
light blue widgets

Buy Blue Widgets
Choose aluminum or titanium
Get free shipping on $100 orders


Keywords:   Ad:
green widgets
dark green widgets
light green widgets

Buy Green Widgets
Choose aluminum or titanium
Get free shipping on $100 orders


Keywords:   Ad:
red widgets
dark red widgets
light red widgets

Buy Red Widgets
Choose aluminum or titanium
Get free shipping on $100 orders

Landing Pages:
As for your landing pages, write a page for each individual product and then quickly and easily build laser-targeted landing pages for your PPC ads by copying and editing them to exactly match the PPC keywords and ads your visitors are coming from.


The reason you’re not getting the results you’d like from your PPC campaign is because your PPC ads and landing pages are not relevant enough for your visitors. Strive to achieve as close to 100% relevance as possible and watch your traffic and sales go through the roof!

About the Author:

Matt Hockin is Owner of Interactive Marketing., an Internet marketing company specializing in boosting sales and leads by maximizing web site search engine visibility and "sales-ability." Click here to download your free guide to Web Site Optimization.

Contact us now for a free price quote on our PPC Optimization and Management services by calling Matt Hockin at 541.280.3363 or by clicking here.

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