It's a major mistake in pay-per-click (PPC) copywriting. Writing general ads aimed at large groups of unidentified people that are directed to all-encompassing home pages is a sure-fire way to lower your click through and conversion rates. So, why does it happen more times than not? Because people begin writing PPC copy and landing pages without giving any thought to the searchers or the path that leads from search engine listing to order page. Real estate professionals have a well-known mantra: location, location, location. PPC copywriters should adopt one, in my opinion: specific, specific, specific.

Can't Afford Not to Do it

The primary excuse for lumping all people, key phrases and clicks together is that it costs too much to create separate campaigns along with specific landing pages for each. Truth be known, for all the sales you're missing running a generic campaign, you can't afford *not* to narrow your focus. For example, imagine developing PPC copy for a digital converter box that sells for $40. In essence, when using a government-issued coupon, shoppers would get the box for free. Read More>>