Align PPC Offers to Products Sold
Any offers you make in your pay per click ads should be aligned with the products you offer in the sense that the offer moves visitors forward in the purchasing process. Free samples, white-papers, and ‘how-to’ guides can all be used in this way. An example of a misalignment is offering a gift certificate or a prize draw for an unrelated product. For instance, giving away a big screen TV only really makes sense if you sell big-screen TVs – otherwise the leads that you capture as a part of the give-away may not be at all interested in your products, they just want to win the TV. Keep your pay per click offers relevant to your online products and expertise to give your campaign the best chance to succeed.
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