Rocky Fu’s Blog

I was looking for information regarding the latest IPO offerings the other day. I simply searched in Google with keyword “ipo offering”, WSJ jumped out on top PPC position:

The title “Ipo Offering” told me that this PPC guy knows about dynamic keywords insertion (in case you don’t, this simply means advertisers can display in title and/or description what you searched for). I read WSJ quite often and it’s one of the best websites in my list. “IPO News” seemed to me that I found a good source to look for IPO information.

I clicked through and found this landing page:

Do you know what I felt? I felt being cheated. I was looking for information and WSJ asked me to subscribe without showing me any related information. I immediately closed the windows. Cost occurred, but no conversion.

Don’t just use some general keywords for the campaign. Group your keywords by searchers’ objectives and convey the relevant message through the creative text. And, show the searchers on the landing page what they look for. Before you ask for any money, show them why they should buy from you.

Lesson: keep the searchers’ need in mind.

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