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28 Sep 2006   10:57:43 am
Get More Customers with Landing Pages
Get More Customers with Landing Pages
Right - so you've finally got someone to click on your ad, or they've
responded to an email you've sent. You've done all the hard work - and
spent your cash to get someone to your site.

If they don't see what they want within 8 seconds they're gone - bye!

This is why you need Targetted Landing pages, dedicated specifically to what
your visitors are expecting.

1-Don't Just use Your Homepage

Why force someone to go via your homepage and then expect them to flap about on
your site looking for what they want- when you can point them straight to the
relevant page about your product or service. Focus.

2-Use a Compelling Headline.

Time and Time we've said how important this is!.
Your headline can affect the attention
- and thus conversion - by as much as 80%. Ask a Newspaper Seller.

3-Repeat their Keywords in the Headline and/or Body Copy.

If your visitor sees the same or very similar key phrase immediately
your landing page - they'll read what you have to say. Relevance is everything.

4-Give Them what they Want.

Your visitors are always in a hurry.
No one likes reading or listening to loads of irrelevant stuff. Give them
as much information as they need to make a decision about your
product or service. Long copy is great - but only if it is interesting.

5-Define a Clear and Simple Action Path

To keep conversion high - keep your strategy aimed at leading the visitor to where
they can engage in your call to action. Links to other pages and and other
distractions should be kept to an absolute minimum. Think of steeping stones.

6-Remember a Compelling Call to Action.

Don't forget this one! The call to action is your salesman asking for the order.
Make it irresistible to your visitor and match it to what they are expecting. If it's a
product they've been reading about - offer a related bonus or deal.
If it's a service - offer useful information that will appeal to them.
Make any hyperlinks compelling. "Get your download now" for example is
100% better than "Click Here".
Include multiple calls to action if it helps or you have long copy.

7-Test and Measure.

As always - this is vital. Get some visits to the page then measure the
Conversion rate. Change just one thing(Play around with the headline first)
then test and measure.
Once you've got one area cranked up as high it will go - try something else
- e.g. the call to action. this way you will always be increasing your
personal best and drive up the conversion rate to much, much higher levels.

Want to know More about Google PPC?
Simply reply to this email, call me on 01454 852414 or visit my site
Receive Your Weekly Internet Marketing Tips...
AND get Your Free Seach Engine Ebook
- simply join our VIP newsletter now:
http://www.mklink.com/newsletter_signup.php?source=blog
Category : General | Posted By : mklink | Comments[0] | Trackbacks [0]
14 Sep 2006   09:39:13 am
More Google Tips
Even More Google PPC Tips

Your PPC Ad Position on Google is :apprx

PPC Ranking = Bid() x Click Through Rate %

(Click Through Rate = amount of people who see you(Impressions) divided by the
number of people who actually click on it(Clicks)

So, Your Ranking will be higher if You Bid Higher.

However, Your ranking will also be higher if your CTR is better.
So - what does this mean?

It means that you can either simply spend more revenue to get higher ranking
- or get the same results by writing better ads!!!

How much should you Pay?

It doesn't matter - as long as it is profitable. Start high to get a high position initially
- assuming this is practical and you can afford it.
This will increase your CTR(Click Through Rate) and then you can drop this to
get lower costs for the same spend.
(Not Surprisingly Your CTR is typically higher at the top positions)

If your campaign makes cash then you could spend a million a week
- if you get 2million a week back!

The main thing to remember with increasing your CTR is that you should always
run at least 2 ad variations.

This way, you can try changes in the ads and then test an measure the results.
You are always trying to improve your last score. Also - the effect is accumulative.
The better the clickthough rate
- the higher your ad will appear - resulting in a better clickthrough rate!
(Remember to go into the settings and put the ad servings as 'Rotate'.)

I mentioned this in the last newsletter but I'll mention it again. The more specific
the key phases you choose are - the more targetted(ie more focussed, qualified
traffic - hence higher conversion rate) and typically the less you'll pay.

Run Out of keywords?


Use Wordtracker.

Look at your website copy.

Read blogs.

Look at your competitors sites.

Google also have their own tool.





What Else Will Get me a Higher CTR or Save Cash?





Try Turning OFF - the content network - until you have calibrated your readings.
This will enable you to know what's really affecting your results.

Capitalising the words in your ad can make a surprising difference to your CTR.

Use The Negative Negative Keywords Tool So that you don't spend your budget
on unwanted words AND increase your CTR at the same time

Dynamic Keyword Insertion Tool.
This lets you have whatever keyword the user types in as the header of your ad.
100% relevancy!
How many times have you typed something really obscure into Google
- and there's an ad for it??? Very often - they're probably using this facility.

Use Proper Domain Names
Let's say you're selling general electrical appliances and you are setting up an ad for
toasters. Simply register a (cheap) domain e.g. www.toasters-and-sandwichmakers.co.uk
and make this your destination url. Watch the CTR SkyRocket!

Want to know More about Google PPC?
Simply reply to this email, call me on 01454 852414 or visit my site
Receive Your Weekly Internet Marketing Tips...
AND get Your Free Seach Engine Ebook
- simply join our VIP newsletter now:
http://www.mklink.com/newsletter_signup.php?source=blog
Category : General | Posted By : mklink | Comments[0] | Trackbacks [0]
 
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