People might be searching on information on this or that degree program, but getting information isn’t their end goal.


Their end goal is to BECOME a working professional in whatever field to which the degree serves as an entryway. This isn’t a merely academic (pun intended) distinction when it comes to PPC Ads because ads that fullfil searcher motivations tend to beat out ads that only focus on keyword terms. Case in point, this recent competition:


The winning ad’s headline focuses on “Nursing Assistant Course” whereas the losing ad focuses on “Free CNA Courses Info.” Which one of these puts you closer to the goal of becoming a nursing assistant?


The course puts you closer than merely having courses info, right?


I think it’s also important to note that aspiring Nurse’s Assistants talk about becoming a Nursing Assistant rather than becoming a CNA. People within the medical community may use the handier CNA acronym, but that’s not what searchers probably use in their internal dialogue.


In other words, the language that better matches the searchers language usually wins.


So how much of a difference do these things make? In this case, the winning ad boosted CTR by a truly astonishing 417%


Yup — it matters big time!


What about your ads? Are you just matching up keywords or are you looking at searcher motivation?