ROARlocal Ecommerce Agency

How 1 Letter Can Lose You £100K

A quick but important lesson in PPC strategy for you.

One of the services we offer is mobile website design, we’re very good at building mobile optimised websites and then driving a ton of local traffic to them, in fact our mobile campaigns are our best performing landing pages… I’ll show you one of the landing pages in a mo and indeed the story of the landing page and how we got it to convert so well is an article in and of itself.

Anyway I digress.

Lets talk about keywords, I think for this article and in fact for all your online marketing it would be best to think of keywords as search intentions.

So what is the intention or the intended outcome of the person who is typing something into Google in the hope of finding something.

Still with me?

Ok, so now lets look at 2 keywords that look the same BUT have very different intentions behind them, to illustrate this lets take a search:

“mobile website”


“mobile websites”

So I’ve added an ‘s’ to this and made it a plural (something Google VERY naughtily does for you unless you stop it).

Notice they are phrase matches meaning my ads will show up if someone types in to Google:

“how do I get a mobile website”

and it will also show up for the search term

“what’s the big deal with mobile websites?”

now one of those is going to result in a sale for me and the other is not.

And it’s because (in general) the plural of any word is used when the searcher is gathering information and the singular of a word is (usually) used when you’ve done your research and you’re ready to buy.

So as you can imagine it’s a bit dumb to send these 2 very different people to the same place.

Now you could reasonably argue that negative keywords and/or exact match keywords are the way to go, but that’s a rookie error that will result in you missing out on a HUGE chunk of money.

That’s because searchers are not good at searching, they don’t know what to type in to Google to get exactly what they want so they type in a crappy search term “mobile websites” and click on 2 or 3 ads and if those ads don’t yield what they’re looking for then they try a different search term… BUT the damage to your ad budget is already done.

So no, you must be much smarter than that.

You’ve got to isolate the intention of the searcher based on the keyword and deliver (as closely as possible) what they’re looking for.

In fact one of our recent clients was doing his own PPC and asked us to look after it for him instead along with his web design, conversion optimisation etc. Bottom line for him was we added £100K to his business bottom line in just 3 months… it pays to get good people to work on your marketing for you.

So lets go back to our keyword:

“mobile website”


“mobile websites”

Here’s our landing page for the plural “mobile websites”

and for the singular “mobile website” (that page converts at 21.6% which is unheard of)

So if you’re running PPC you’ve gotta take into consideration the intention of the searcher and create their experience accordingly.

Would you like us to add more money to your bottom line?

Then check out our services here



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