Master Marketers understand the use of keywords & smooth, seamless transitions — from a thought in the prospect’s mind to an ad, then to a landing page, then to a “thank you” page, and finally to entering their credit card details 
The essence of success with online marketing requires the ability to define our business and/or its benefits clearly in a very small space with a very concise and simple statement. What does this process “look like” in an Adwords campaign? Like this…
*Person thinks to him/herself… “I want X” Person then goes to Google and types in… “I want X”… or “X”.
*Person sees an Ad that you’ve written and your ad says… “You want X? Good, we’re going to give you X”.
*Person clicks through and the landing page says, “You want X? We are here to give you X. Now, let me tell you exactly what steps you will need to take in order to get X. Fill in the form at the bottom and that will be step number one in you getting X.
*It’s really that simple. If they want X, you echo that right back to your customer. X might be anything from “red shoes” to (in our case) “network marketing”, “business opportunity” or “work from home ideas”, etc.
Now, a smooth transition process will also include a landing page that repeats what the Google ad said.
That’s what I call a keyword chain. Here’s how the whole process might “play out”… it all starts with a thought in your prospects head.
*Thought in person’s mind: “home based business”
*They type in to Google: “home based business”
*Your keyword: “home based business”
*Hey presto: The keyword they typed into Google matches the keyword you nominated in your campaign. This magical “match-up” triggers your ad. That’s great, but, here’s where a lot of people don’t go far enough. Your “ad” should ALSO contain the keyword “home based business”. Why? Because that’s what the prospect is desperately searching for.
That’s exactly what is on their mind. So you want to give it to them in your ad so they can see the words written before their very eyes. They will be many times more likely to click on your ad if your keywords are in it.
So, let’s continue with process…
* Person sees “home based business” in your ad.
* Person clicks on your ad and is sent to your “landing page”.
Now, here again is where a lot of people get it wrong by not going far enough. Your landing page should ALSO contain the keyword “home based business”, thus completing the “keyword chain”.
Why? Because, again, that’s what they’re after and because that’s what you promised in your ad. So give it to them on your landing page. It will be more congruent for them. They will know they are in the right place when they see your reference to home based business (or similar). It is what they are expecting to see. It is an answer to their problem/query. Also, importantly, Google will give you a higher quality score and ad rank because it will rate your page as “relevant” because it contains the exact keyword the searcher is looking for… “home based business”.
For example (this is a crude example for demonstration purposes. The keywords are too broad and competitive. So don’t necessarily use this as it probably won’t work. The purpose here is to demonstrate the process)…
Example Keyword: mlm
Example Ad: Still Failing in MLM? Learn to Soar in a Volatile Economy. Proven System. Recession Proof. YourDomainName.com/?site=MLM Landing Page
Now, at this point “most” people might send them to a landing page like “100Millionaires” which begins with the headline: You’re About To Learn How This “Muffler Salesman” Raked In Over $143,220.00 In A Single Month. Now this is a “good” landing page for our ad.
But a “better” landing page from this ad would be one that “transitions” the prospect more seamlessly. One that repeats what I said in the ad and really “speaks to” our prospect’s query. So it leaves the prospect in no doubt that I am talking “to them” and talking about their concerns. That’s why I would use the “MLM” landing page, available in the back office. Because in the headline it repeats the wording “Still failing in MLM”.
Perfect… Are YOU Still Failing In An MLM Or A Network Marketing Company
Now, the person who clicks on the ad knows they’re in the exact right spot. They’ll think to themselves. “This is exactly what I was looking for. This page was custom built for me”. The transition is smoother, their initial interest – conveyed by the keyword they typed in – was matched by our keyword, reinforced by our ad and then repeated again on the landing page.
I am promising to deliver exactly what I said I am going to deliver. That is, information about their specific problem (still failing in MLM). All they have to do is give us their name and email address. That’s the power of the keyword chain.
cheers,
Terry
You also have to ask yourself whether the people criticizing are trying to sell their own opportunity.