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Let me enlighten you about something you might not have considered. Ultimate conversions from pay-per-click (PPC) ads come from a process, not a single event. Oftentimes, online marketers focus on the effects of PPC copywriting and the click-through rate it achieves. That click-through rate is thought of as the end-all, be-all for the campaign. But, the overall goal of PPC copywriting is not to get people to click to your site. Clicking a PPC ad is merely step one. The ultimate goal is to get visitors to take action once they reach your site.

Consistency is a vital attribute to successful PPC campaigns. Including the same keyphrases you target in the PPC copywriting throughout the rest of the steps in the conversion process can make or break your end results. This really shouldn't be surprising, however. After all, it's not a new development.

For decades, offline marketers have known that consistency was the key to profitable multimedia campaigns. For instance, if you developed a promotion for mouthwash that included direct mail, magazine, television and newspaper, then you'd want the message to be consistent from medium to medium. Offline marketers proved long ago that a single, repetitive voice where one medium interacts with and/or reinforces another brought about the best results. Let's look at an example.

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