Granted, there are exceptions. Some of the Stompernet guys–I think originally it was a gal–found that an exceptionally high percentage of people who type in the words “baby gift” into a search engine actually do so because they want to buy a baby gift.

But for most searches, people are looking for information. So Chuck’s take was to use the magic word “free” in one’s advertisement and offer some decent value, in this case a pdf, video, software, or mp3 with valuable information. It may be an overused hook, but still a good one that may give the searcher what he or she wants. Or a piece of it.

Chuck’s other point was less common: Write an Adwords ad for each and every keyword/keyword phrase. Most people use a long list of keywords for each ad. But search engines like a close correspondence between the words people type in and what they see in results. Its called relevance. Relevance tends to keep the searchers happy with the search engine.

Chuck’s idea was to maximize the relevance in three ways: (1) as mentioned, write one ad for one keyword in every case, (2) include the keyword in the ad two or more times, (3) include the keyword more than once in the landing page to which the link in the ad goes.

To facilitate points (2) and (3), Chuck as developed some software that dynamically inserts keywords into ads and landing pages. His new product will be launched next week at keywordesp.com, and no, I am not affiliated with Chuck and don’t benefit financially from telling you about this.

I just think it is a great idea and a good lesson in relevance for PPC.