'Boost PPC conversions with high quality copy'

5th August 2008

Creating relevant and engaging website copy is essential for pay-per-click (PPC) marketers hoping to boost conversions from click-throughs, an expert has said.

Such copy is especially vital for those who depend on conversions from visitors who enter the website via its homepage or other main sections rather than from a true landing page, copywriter Karon Thackston said in the American Chronicle.

Ways in which PPC marketers could refine their website copy include inserting relevant text in the title and description HTML tags of the site and seeing how informative the pages that visitors are most likely to come to first are, she stated.

She said: "Are people dumping out of your home page? ... It could be that your copy didn't do a good job of describing the product or service, or that it left out vital information like 'free shipping'."

According to Rick Spence of the Financial Post, it is possible to dominate a search results page through keyword-rich organic search engine optimisation alongside a PPC campaign that also makes use of the same keywords.