Posts Tagged ‘pay per click campaigns’

Jul

Does Your Landing Page Hook ‘em?

Posted by: Judith in Musings | Blog

If you have Pay Per Click campaigns you are most likely frustrated by your lack of ROI or conversions. You aren’t getting the contacts, orders or results you desire. I hear this daily from folks just like you who contact me. While each site and site owner is different, for the most part, their frustrations all boil down to the same core issues. Campaign quality, testing and tuning and… landing pages — or lack thereof.

Most site owners who delve into setting up their own PPC campaigns dive in head first without thought our knowledge as to what best practices are to ensure, for the money spent, that they are actually benefiting.

Benefiting is also subjective. Some site owners only want to build mind-share or visibility, while some want folks to contact them and others want site visitors to place a order while on the site. Being most onliners have the attention span of a gnat and many are “shopping around” without thought as to what that click just cost you, that’s where having relevant effective landing pages are crucial to any level of measured success.

Landing pages are the page folks land at after clicking on your PPC ad. Once they land there, you had better have the info they are seeking, great copy and a call to action — because if they click that back button, not only can your ad quality score be affected, but that visitor may never come back — that’s called lost opportunity.

I can’t tell you how many times I’ve clicked on an ad to end up on a page — the landing page — that in no way matches the ad I clicked on or what I am looking for. The landing page is either the home page, where the item or topic I am seeking isn’t mentioned relegating me to have to search the site, or I land at some corporate blah-blah-blah sales pitchey page that just has me jumping for the back button. That site just paid for a click that hand no chance of converting — all because the landing page was not considered.

Check out this great article: 5 Copywriting Keys to Landing Page Credibility. Each “key” is required to having effective landing pages and in turn productive PPC campaigns. Read, learn and then apply. (Also click on the link below to review the Landing Page Checklist I discussed earlier!)

And, one last bit of advice… you may want to suspend your PPC campaigns until you get these keys in place on your landing pages so you are not throwing more good money after bad.

At your service,
Judith

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Apr

Put on Your Customer Hat!

Posted by: Judith in Marketing, Musings | Blog, SEO | SEM

When I work with clients on their projects, we have to discuss SEO from the start. Search engine optimization is the at the core of and the actual fiber of every site and needs to be seriously considered before a single bit of code is created or modified.

I’ve always cautioned clients that when determining and choosing the keyword phrases for their project that they need to put on their customer hat. Determine and target the phrases that your customers will actually be using to find what you have to offer — not how you want or think or prefer they find you. Two different lists altogether!

Industry terms you may use may be unknown to your target customers. Terms you would prefer to be found by may not actually be considered as terms to search with by your target market. This is where doing your keyword due diligence is so critical to your online endeavor. Guessing or thinking doesn’t make the cut — knowing what folks use is imperative to your findability! You need to determine what phrases are actually going to be used (based on tons of relevant data and services available to you that reflect what is actually being searched for) and how best to integrate your targeted phrases throughout your site.

I tripped on an article today that basically confirms what I’ve been advising for all these years. Check it out: What Are The Right Keywords? Anyone? Anyone?

Then when you are done reading that article, check out my article on Bullseye Marketing that includes a link to my favorite keyword data service to help you accomplish this task.

At your service,
Judith

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Apr

Online Quantity vs. Quality

Posted by: Judith in Marketing, Musings | Blog, Online Business, SEO | SEM, Web Design

Online there is this misconception that more is always better. More times than not, more can be ineffective and have a negative impact on what you may be ultimately trying to accomplish.

When does quality outweigh quantity?

… when it comes to the incoming one-way links to your site.
… when it comes to all the junk search engines index.
… when it comes to your Blog postings.
… when it comes to your per page keyword targeting.
… when it comes to your Meta title and keyword tags.
… when it comes to sharing personal information.
… when it comes to length of pages.
… when it comes to Web site inquiry form fields.
… when it comes to the number of clicks to get to a desired point.
… when it comes to the keywords in your PPC campaigns.

Of course this can all be subjective and include exceptions. What do you think?
Where do you see quantity being served up rather than quality in the online world? And where should quality be considered before quantity?

At your service,
Judith

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