Increase ‘Readiness To Buy

16.6 Increase ‘Readiness To Buy’

Advertisers prefer websites that qualify visitors for the purchase. Allow me to explain with this simple example: A search for "cell phones" can throw up a page about the perils of cell phone radiation, a university professor's treatise about messaging technologies and a buyer's guide that compares features and prices of top-selling cell phone models.

For an advertiser looking to target cell phone buyers, the buyer's guide offers the most relevant (and therefore valuable) advertising space.

This is part of targeting your content.

You want people to click on your ads. So do your advertisers.

If you can keep your content focused on the products your advertisers are selling then you should be able to increase your CTR.

Of course, it’s also Google’s job to make sure that your ads match your content, but if you’re writing about DVD’s it makes sense to produce content that encourages people to buy DVD’s because those are the sort of ads you know you’re going to be served!

If you were writing about homebuying, you can be sure that you’d get ads about mortgages and real estate agents. Put up pages about finding the right mortgage or how to pick a real estate agent and not only do the ads look even more relevant, they’ll also appear more attractive.

Fig. 16.2 What the advertiser wants! Tim Carter is a living example of how content relevance builds loyalty. As an expert in his field, he adds relevance and credibility to the ads appearing on his pages.

Check out this example at: http://www.askthebuilder.com/535-Installing-Large-Ceramic-Tiles.shtml