I'd like to share some information that can
help you DOUBLE YOUR SALES or LEADS from your website.
Most
website owners are aware of Google AdWords Pay Per Click
Advertising and Yahoo Search Marketing (previously Overture).
Not everyone uses them but most of you know about those
little ads on search engines that come up when you do a
search. See the image to the right, look familiar?
How does PPC work?
Simply put the website owner signs up for
an account with AdWords and chooses a variety of keywords
that her prospective customers use to find services/products
that she has.
She creates a couple of ads that get displayed
whenever her prospects search her keywords and she only
pays Google when someone clicks on one of the ads. Make
sense?
Adwords remains the most effective,
cost efficient and fastest method of driving traffic to
your website. You won't find a better method of
driving more targeted traffic to your site.
I’ll keep it at that for now because
I have a great article about PPC on my site if you wish
to learn more (http://www.exante.ca/internet-marketing/google-adwords-payperclick-strategies.html).
What happens when someone
clicks on the ad?
Great question! When someone clicks on your
ad you have a CHOICE of where to send them
or where they ‘land’. This is where landing
pages comes in. A landing page is the destination a search
engine user will land on when they click one of your ads.
Most people don’t realize they have
a choice and send visitors to the home page of their site.
You are one of the lucky ones that gets to learn why sending
them to your home page isn’t the best thing to do
and what you could be doing to significantly improve
the results you get from your advertising dollars.
You should use a different landing page for
every type of ad you create. For Product A, let’s
say a Camera, you should send them to your camera page.
For Product B, let’s say a Digital Memory Card, you
should send them to your Memory Cards page on your site.
Continue the Conversation
Let’s backtrack a little to help you
understand why. When your prospective customer goes online
to search for a product/service like yours they are having
a conversation in their head. Don’t
you have a conversation going on in your head when you’re
searching for something you need on the internet?
For example, “It’s been a while
since the last time we decorated and designed our salon.
I think our customers want a change – something new,
chique, & modern. Let’s see if we can find anyone
in the area to design it for us.”
That’s what’s going on in their
head before they come to Google. Then, once on Google’s
page, they use a variety of keywords and phrases to find
what they’re looking for – continuing the conversation
in their head.
You, the marketer, have a great opportunity
here to jump into the conversation they’re
having. You write an ad based on the keywords that people
will use and you send them directly to your Salon Design
page. It works the same if you were a lawyer that had a
variety of services. Send people directly to the page that
has the information they're looking for.
If you don’t have individual product
or service pages, then create them, it’ll be worth
it.
Most people (not you of course) are lazy and
don’t want to go clicking around your site trying
to find what they originally thought they’d find when
they clicked your ad.
8 Seconds is All You
Have
Your ad is costing you money when they click,
don’t waste their time and your money by sending them
to your home page so they can look around. They’ll
be gone in about 8 seconds if they don’t
find what they’re looking for. That’s money
down the drain.
Send them instead to an intelligently crafted
landing page that continues the conversation they were having
in their head.
You’re giving them convenience = what
they want, when they want it (now), making for a happy customer,
which drops the abandonment rate.
What to put on your landing page to grab their
Attention? Pique their Interest? Fuel their Desire? Move
them to Action?
Those answers revolves around copywriting
strategies and I’ll save them for the next issue.
For now, if you're using PPC advertising,
create different ads for different themes/services/products
and send the clicker (prospect) to the right page on your
site. It can double your sales or lead generation.
Good luck and speak to you soon,
Guy
