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Showing posts with label keyword sucess. Show all posts
Showing posts with label keyword sucess. Show all posts
  • Create Great Landing Pages Landing pages are those pages that potential site visitors reach when they click your PPC (or other)advertisement. These pages are usually not connected to your web site in any way. They are not linked through the site map, nor are they linked through the body of your web site. And to ensurethat they’re fully disconnected from all other methods of discovery, landing pages should also not be spidered .

    It sounds like a disaster in the making right? It would seem that it would be. But the truth is, these landing pages are designed for two things: first, a landing page is designed specifically to reach a goal conversion when someone clicks your link; second, landing pages are designed as a way for you to keep track of how well your PPC ads draw not just qualified traffic, but converting traffic. If the goal of SEO is to draw more qualified traffic that converts more often than organic traffic, landing pages are your way to monitor whether or not that’s happening. A landing page also gives you an opportunity to create a relationship with a new site visitor who has clicked your link for one specific purpose. You meet that person’s needs, and then you can funnel the user into the remainder of your site to see what else you have available.

    There is some debate as to the value of landing pages that don’t link to any other source on the
    web site. Some experts think that once you’ve pulled visitors to the landing page, then the more
    you engage them, and the more likely they are to return to your site and eventually reach a goal
    conversion. That may be true. Using that assumption, there would seem to only be one kind of landing page: the landing page (like the one shown in Figure7-1) associated with a PPC campaign. However, there is a second type of landing page — organic — that’s primarily for users within your own web site who click through a link or advertisement you have created. These pages are designed a little differently than the landing pages used for PPC ads. Essentially, however, these pages require the same efforts during creation and testing that landing pages for PPC ads require.


    The landing page shown in Figure7-1 actually does have live links that allow visitors to interact
    further with the site. However, notice that the URL for the landing page:
    http://www.ftd.com/5970/?campaign_id=google_yellow+rose&KW_ID=p36936100

    is different than the URL that appears when the user clicks to another page in the site:

    http://www.ftd.com/5970/catalog/category.epl?index_id=occasion_birthday

    This is your indication that the page is actually the landing page for a PPC ad. It would appear,
    then, that FTD has another way of tracking conversions from that page rather than from other
    pages on the site.


    One more tidbit about landing pages before going through the list of elements that should be included in such pages. It’s usually a wise idea to create several different landing pages and test them to deter- mine what type of page works best for your PPC ads. It’s even possible you’ll learn that your PPC landing page should be a dynamic one that changes with each visitor who clicks through the link in the PPC ad. This is a determination that you make only through testing.
    When you’re creating your landing pages, you want them to be an extension of the PPC ad for which they are designed. For example, if you’re advertising Navajo turquoise jewelry, your landing pageshould first be targeted to the correct market. It will only confuse visitors if they’re expecting Navajo turquoise jewelry for people and they find turquoise jewelry for (or on) dolls. To further extend the concept of understanding your audience, your landing page should also provide what’s promised. If your ad promises Navajo turquoise jewelry and your visitors find anything else, they’re not going to stick around to learn about what is there. Finally, just as you would use a call to action with your PPCadvertisement, you’ll want to also use such a call on your landing page. The purpose of the landing page is to create conversions, and you have to ask for the sale (or other interaction) to receiveit. Keep in mind that your call to action might actually be for the user to sign up for a newsletter, or to participate in a survey. Whatever that call to action is, present it to your visitor on the landing page.

    Here are some additional tips to help you design landing pages that convert visitors who click
    through your PPC ads:
    • Create specific landing pages for each PPC ad. Individual landing pages allow you to tailor the pages to specific audiences, which can increase your chance of conversion.
    • Quickly orient the visitor with the purpose of the landing page by using direct and concise headlines. When users click through an ad to your landing page, they must immediately see that the page will help them reach whatever goal they have in mind. If they don’tsee this, they’ll just click back to their search results.
    • Don’t overcrowd your landing pages. Too much information, too many graphics, and too many multimedia elements can make it difficult for users to load your landing page. Even if they do load it, they’re likely to become sidetracked by overstimulation. Keep pages clean and include plenty of white space.
    • Include everything that visitors need to complete a conversion. That means users should be able to sign up for your newsletter, make a purchase, or fill out a form, all on the landing page. If users have to click much deeper into your site, you may lose them.
    • Test, test, test. You’ll hear hat mantra over and over again associated with many different SEO strategies. For landing pages, you may have to test several versions before you find one that works for the ad you’re currently running. Then, when you change the ad, the landing page will need to change, too. It’s an ongoing process that’s never quite finished.

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  • Writing Keyword Advertisement Text Before you can even begin to write your keyword advertisement text, you should have a finalized
    list — or even multiple finalized lists — of keywords selected. If you’ve used a keyword research worksheet (like the one included in Appendix D), you can easily use this list to group your keywords according to topic. For example, if your keywords include dayspring, spa, aromatherapy,
    lavender soap, relaxing herbal wrap, and mud bath, your groups will look something like those
    shown in Table7-1.

    It’s important that you keep your keywords grouped together, especially because they associate with the different pages of your web site. It’s these words that you’ll be working with as you create your keyword advertisement text. According to research done by major search engine companies, using keywords in your advertisement text can increase your advertisement click-through rates by as much as 50 percent. Keywords are important to your advertisement text, and the right keywords for the advertisement are vitally important.

    Another thing to consider before you begin to write your keyword advertisement text is what you hope to accomplish with the text. Do you want visitors to buy something? Do you want them to call your office for more information? Do you want them to sign up for a newsletter or some other service? It’s important to know what you want users to do when they see the advertisement, because you’ll use some form of this in a call to actionin the advertisement.

    It helps if you clearly write down several different sentences that express what you want the visitors to do. You don’t have to worry about writing the sentences in short form right now. Just get the ideas down on paper. You can whittle away unnecessary words as you move forward with writing the text.

    Related Keyword Groups

    Group 1 Group 2
    Dayspring Aromatherapy
    Spa Lavender soap
    Mud bath Relaxing herbal wrap

    One last thing to consider before you begin writing your PPC ad text is what the immediate bene
    fits of your product or service are. These, too, will be used in ad text, so take the time to write out several benefits that you might draw from as you’re writing your ad text.

    Once the preliminaries are done, you can begin to write your text. This job starts with your audi-
    ence. Very often, when someone is writing ad text, they fail to take into consideration the udience they’re trying to reach. Each generation of people communicates differently, so different tones and styles of writing will be needed to reach them.

    A good example is the difference between today’s teen generation and the senior generation. If
    you’re trying to reach teens with your video editing software, you’ll want to write your advertisement in a language that will catch their eye and be understood. So, if your advertisement includes the call to action, “Show the world you’re an emo!” those teen users will immediately understand it means, “Show the world you’re part of the emotional crowd.” Senior visitors would not get that unless they happen to have grandchildren who have explained that the term emo in teen-speak is a designation for a group of people who openly share their emotions (incidentally, emo can also be a sub-designation for groups like Goths, Punks, and Metal Heads).

    On the other hand, if you were trying to reach the seniors, your slogan might be something like,
    “Share your precious memories.” To a senior, this says, “Hey, we can help you share your recollections with anyone you want.” To a teen, it says boring!

    If you know your audience, you can write ad text that is specifically targeted to the most ualified potential visitors for your site. Sometimes, you’ll want to reach more than one group of people. In this case, you’ll want to write different ads for each group of people. Don’t try to reach everyone with one ad. You won’t. Instead, you’ll come closer to reaching no one at all.

    Each PPC program has its own unique requirements for ad text, so take the time to learn the
    requirements for the PPC program that you’ve selected. Also, the only PPC programs that rank
    advertisements solely on the amount that the ad’s owner bids on placement are with secondary
    search engines like Marchex and Kanoodle. Most PPC programs from major search engines use an algorithm that combines the amount paid for each click with the relevance of that ad and how
    compelling the position of the ad is to the user. Ad position is everything. For example, Googleranks ads appearing in different places either at the top or side of a page. How relevant and compelling your ad is, combined with the amount that you’re willing to pay per click, will determine where in that placement scheme your ad will land.

    The take-away is that if your ad text is well written and performs well, you could potentially pay
    less for the ranking you want, or pay the same and achieve a better ranking than you expected.

    There are, however, a few ad text requirements that will apply to nearly all PPC programs:

    Include keywords in your ad text.As you’ve already seen, ads that contain keywords can perform up to 50 percent better than ads that don’t include them.

    Make your offer.Tell potential visitors what you have and why they want it. Just be care ful not to exaggerate claims about the benefits of your products and services. Keep your claims accurate and compelling.

    Call visitors to action.Study after study has proven that using a call to action actually does work. Include a call to action in your ad text to motivate the potential visitor to click through the ad to your web site to accomplish whatever it is you want them to do. One word of caution, however. Many PPC programs will not allow, or strongly recommend against, using the phrase, “Click Here Now.” It’s a seriously overused phrase that conveys no motivation at all.

    Include keywords.Keywords should be used in both the ad title and in the body of the ad text if possible. Keywords are what make PPC ads relevant and compelling. And when your ads are relevant and compelling, you get far more exposure for a smaller cost per click.

    Create a sense of urgency.It’s one of the oldest sales tricks in the book, but it still works amazingly well. Create a sense of urgency in your potential visitors by using words such as “limited availability,” or “expires soon.” Have you ever been told by a salesperson that you’re looking at the last or one of the last items available, whether it’s a car or television or something else? Did you feel a sense of urgency to make the purchase much more quickly than you would have if there were many of that item left? That’s the purpose of creating urgency — it drives the user to take whatever action is your ultimate goal with the advertisement.

    Draw clicks, not views.Write your advertisement with the intention of enticing users to click on it. Though you shouldn’t use the phrase “Click Here Now,” that shouldbe the goal of your advertisement. The purpose in PPC advertisement is to draw potential visitors to your site. With that in mind, you should design your PPC ads to draw clicks, not simply impressions.It’s not enough for users to see your advertisement. You won’t build any brand recognition, and users won’t see it now and return to your site later. They’ll view it, forget it, and move on. Be sure that your ads are designed to collect clicks, not eyeballs.

    Write your ad long and cut it.Writing your ad long is a copywriting trick that helps in reducing the ad to only the most relevant and enticing ad text. Begin by writing your ad in full sentences, using each of the preceding elements, and then cut those sentences down to only the strongest words that will entice potential visitors to click on them. Look at the ads that already appear in the PPC program that you’ve selected. This will tell you how long your ad should be and what works for others. You can then build on that to create ads that work for you.

    Use strong, powerful words.Because you’ll have a very limited amount of space in which to write your ad, be sure that you’re using the most powerful words that you can conjure up. For example, instead of using the word “skilled,” use the word “professional.” And instead of “markdown,” use “discount.” Strong, powerful words convey more meaning and emphasis, and they do it in less space than other words or phrases.

    Experiment tirelessly. Experiment endlessly. If your PPC ad is perfect right out of the gate, it will truly be an anomaly. What’s more likely to happen is that you write a PPC ad, it performs okay, and then you try something a little different. That’s how it should be with PPC ads. It akes constant attention and testing to find the right combinations of words, punctuation, keywords, and placement to hit the “sweet spot” in PPC advertising. And even once you do, you’ll likely find yourself having to readjust the ad frequently because of changes in your products or services. Plan a little time (an hour or two) to put into your PPC ad campaign. Only through experimentation and testing can you achieve PPC success.

    PPC advertising has plenty of appeal. It’s quick, it’s effective, and it’s nowhere near as expensive
    as other types of advertising. But don’t be fooled. PPC advertising isn’t all sunshine and light. It requires work and commitment to find the methods and combinations that work for you. Once
    you’ve done that, you have to make the click worth the visitor’s time. And you do that by creating great landing pages.

    by:bijesh kawan
    Writing Keyword Advertisement Text

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  • intro to keyword sucess It would seem that picking out the right keywords and then employing them in keyword advertisements would be an easy enough task. But don’t Ilet the simplicity of the concept fool you. There is much to learn about how to use your keywords effectively to draw traffic to your web site.

    One of the biggest mistakes web-site owners or designers make is to assume that once the site is properly tagged and seededwith keywords, their work is finished. It’s not. There’s more to do. You can’t just throw your keywords into PPC advertisements and expect them to do well. There’s a fine science to writing the ad.

    Then, when site visitors do see your ad and they click it to go to your site, what’s going to greet them? Your landing pageis as important as the text that you place in your advertisement. And sometimes, choosing the right advertisement text, based on the right keywords, requires some comparison testing.

    Keyword advertising is not a simple process. It’s also not a process that you can do once and forget about. To be truly effective, you should be working with your keywords all the time. Only through regular, consistent attention can you increase your keyword success and maximize the return on your keyword investment.

    Return on investment(ROI)is a term that you’ll hear frequently associated with keyword advertising (and most other types of advertising and technology, but we’re not interested in those right now). There is more detailed information in Chapter 9 about PPC ROI, but for now you should understand that PPC advertising is getting more and more expensive.

    It is by no means as expensive as more traditional methods of advertising have been. If you have a small advertising budget and think that PPC advertising is going to be the best way to maximize it, you could be correct — if you keep up with the maintenance and ongoing efforts that are required for keyword advertising. However, it all starts with your PPC advertisement, so that’s where you must first concentrate on maximizing your return on investment.

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