Try PPC Adverts As Page Meta Description, If The CTR Justifies It!

Posted by Michael Benjmain [14 May 2010] | Category: Advertising | Business Press Releases

Have you ever had a great PPC ad that generated outstanding results? If so I’m guessing you modified your other ad-text variations to mirror it’s style but, did you ever consider using it as your page meta description? This is a great way to make your organic listing stand out from the crowd. A high CTR (Click Through Rate), is proof that the text in your ad is highly relevant and compelling, so why wouldn’t you use it as your meta page description if the wording is suitable.

How does this work? Well if you remember that often your page meta description is what the search engine will list in their search results once your web page is indexed. If you think back to the last time you searched for something on Google, I bet I’m pretty safe to assume that it was the two lines of meta description text which was the deciding factor in whether you visited the site or not. So by using proven effective text from your PPC ads as the page description you’ll effectively be promoting your site not only via the PPC ad, but also via the page description itself.

Getting this right means you need to select an advertisement that is optimized for the same central keywords as your webpage. This will already be the case for the majority of ads as careful analysis of your campaign should reveal your most effective ads include your targeted keywords within the ad-text, making for a more successful ad creative, driving more targeted and qualified visitors to your website. By optimizing your webpage for those keywords with outstanding click through rates as well as using the most effective PPC ad copy as your page description, you will benefit from greater organic search success.

When you essentially have the PPC ad appearing in the organic search engine results as a meta description you get more ‘bang for your buck’. The use of carefully chosen words put together to entice customers to click through onto your site within your PPC ad-text, used as your page meta description can be a highly effective way of enticing those same potential customers to click through onto your site when listed in organic search results.

Ensuring that different elements of your SEO and your SEM work in harmony can really help to achieve more targeted website visitors. I believe that using PPC ad-text for your page description is a logical step towards achieving a higher profit margin by reaching a more targeted group of prospective customers.

For further information: http://www.contextured.com/2010/05/use-ppc-adverts-as-a-page-meta-description-if-the-ctr-justifies-it/