Tags |
|
|
Links |
|
|
Actual for You - Is your PPC or Adwords Campaign Crashing on the Landing Page?
Most webmasters have visited Google's Webmaster Help Center: http://www.google.com/support/webmasters. Many of the suggestions are obvious: Don't use frames; Don't employ cloaking techniques or scripts designed to trick search engines; Create a search engine-friendly site map; Get incoming links from other quality web sites. But us webmasters can be a cocky bunch and will let our own pre-conceived notions get the better of us sometimes.This refresher is for all you (ie. us) webmasters and search engine optimizers who have a set method of designing and/or promoting web sites and who consider yourselves experts in your field. Experts you may be, but it is never a bad idea to review the basics from time to time.- Make sure your pages have less than 100 links. This won't be too difficult unless you display product lists without breaking them up into separate pages (which should be done for your visitors
Are you thinking about switching careers? If you are, you're not alone. Most Americans switch careers three times in their lifetime. Nevertheless, switching careers is scary. And it's especially paralyzing the older you get. But making a career switch is very possible and much more common than you might think. Before you're ready to leap, realize that it's a heavyweight decision that deserves some time and solid thought. Here are seven steps to help you on your way.1. Gain insight from your current situation.When considering a career switch, the first thing you should do is learn from your current situation. To do this, take a step back and study what you do for a living today and why you do it. Examine the reasons that you are in your current job or career. Was it what you went to school for? Was it what your parents wanted you to do? Was it the "hot career" at one time? Did you ju
Google Adwords, Yahoo (formerly called Overture Sponsored listings) and other Pay Per Click (PPC) companies give you the chance to get your ad or search listing at the top of the pack, right up front and perfectly matched to the searcher's query. With a clever and catchy, attention grabbing ad or headline you can win the viewer in that critical split second he has to decide to click.
He clicks, you score! Right? WRONG! If you can get that click on a focused, targeted keyphrase and ad headline, you should feel very good. You're halfway there. But, where does he land? On your home page? On the specific product page if you have an online store?
The page where the viewer lands is called a "landing page" or "destination page." It is equally as important as your ad headline and copy, if not more. Most sales, conversions, or leads that cost hard cash to Adwords or Yahoo are often lost because of poor, or non existent landing pages.
Why can't I just send my adword clicks to my Home page?
You can. But what if you walked into a five-story department store with no sales people-- You're looking for a very specific sweatshirt with a Penn State Logo that you saw at a football game. You know the sports shop out in the mall will have it, but you've got a store credit card so you'd like to get it here. You're also holding onto two toddlers who are losing their cuteness very quickly because they want the Happy Meals you promised on the way home.
So there you are in an endless sea of perfume counters. You want a sweatshirt. Maybe it's in the men's section...but where is that? Or maybe it's in Active wear... would that be with the men's stuff? And where are the escalators?!
"Forget it," you think, and walk out to the sports shop in the mall, buy your sweatshirt and are on your way to Micky D's in less than 10 minutes.
Your homepage is the department store. It doesn't matter if you're selling a product, service, or giving away free information. You have sections and categories which are probably very well marked and labeled.
However, your Google Ad or Sponsored listing was specific. It advertised a precise thing in about 70 characters or less. People don't care about your home page. They expect to see what they were searching for as soon as they click. Don't you?
So let's say your ads lead to specific destination pages of your site. What's on those pages?
Destination Page Overview
For Pay Per Click, your destination pages are absolutely critical. They are the second half of the sales pitch. Just having the adword or PPC land on the product page is not enough. First, you have to get someone to your site.
Remember the number of hits you get on a PPC or Google Adword is an ever- increasing expense if you don't turn that click into a sale and the only sales person you have is the page at the end of that click.
You've got to convince someone quickly, "at a glance quickly," why they should buy from you and not the ad above or below you. Think of your own web searches. You have seconds to entice that viewer to read more, or lose them.
Build the page around a SINGLE goal incorporating:
Remember, when you land on a page, you ask "WHAT'S IN IT FOR ME?"
Destination Page Construct
Four-thirty-five in the afternoon finds me once again waiting for a train, returning from another hair-done, pressed-jacket, best-shoes-and-smile Job interview.The last hour sits heavily on my mind and thinking about it, I don't know what the outcome of the interview will be. "After-interview syndrome" leaves me feeling either on top of the world, visualising how much I'm going to enjoy the job I think I've just won, or walking away painfully conscious of all the things I should have said and done, but didn't.PERSONALITIESI've had extensive "Employment Interview training" with various people. Private Agencies, The Employment Service, "Executive Job Club", and my fifteen years experience in professional sales gives me other skills to call on. But I still conclude that where interviews are concerned, it's down to personalities. Either the Interviewer likes you or not. If so, you're in with a
So there you are in an endless sea of perfume counters. You want a sweatshirt. Maybe it's in the men's section...but where is that? Or maybe it's in Active wear... would that be with the men's stuff? And where are the escalators?!
"Forget it," you think, and walk out to the sports shop in the mall, buy your sweatshirt and are on your way to Micky D's in less than 10 minutes.
Your homepage is the department store. It doesn't matter if you're selling a product, service, or giving away free information. You have sections and categories which are probably very well marked and labeled.
However, your Google Ad or Sponsored listing was specific. It advertised a precise thing in about 70 characters or less. People don't care about your home page. They expect to see what they were searching for as soon as they click. Don't you?
So let's say your ads lead to specific destination pages of your site. What's on those pages?
Destination Page Overview
For Pay Per Click, your destination pages are absolutely critical. They are the second half of the sales pitch. Just having the adword or PPC land on the product page is not enough. First, you have to get someone to your site.
Remember the number of hits you get on a PPC or Google Adword is an ever- increasing expense if you don't turn that click into a sale and the only sales person you have is the page at the end of that click.
You've got to convince someone quickly, "at a glance quickly," why they should buy from you and not the ad above or below you. Think of your own web searches. You have seconds to entice that viewer to read more, or lose them.
Build the page around a SINGLE goal incorporating:
Remember, when you land on a page, you ask "WHAT'S IN IT FOR ME?"
Destination Page Construct
For companies to be competitive, decisions have to be made faster than ever before, and expenses have to be lower. The hierarchical environment did not support fast decision making. Decisions flowed through a chain of command. If a decision was beyond your authority, you would have to refer it to your supervisor, who would then refer it to their manager, who would then refer it to ... and so on. The point is that decisions took too long. Further, considering the time required by the people involved in the process, it was also very costly.In a team based environment, the boundaries for making decisions and the necessary authority have been expanded tremendously. Now, in many environments, the person doing the job makes the decision. This change in the decision making process has resulted in faster, less costly decisions which, in turn, helps keeps a product or service priced competitively."Individual c
So let's say your ads lead to specific destination pages of your site. What's on those pages?
Destination Page Overview
For Pay Per Click, your destination pages are absolutely critical. They are the second half of the sales pitch. Just having the adword or PPC land on the product page is not enough. First, you have to get someone to your site.
Remember the number of hits you get on a PPC or Google Adword is an ever- increasing expense if you don't turn that click into a sale and the only sales person you have is the page at the end of that click.
You've got to convince someone quickly, "at a glance quickly," why they should buy from you and not the ad above or below you. Think of your own web searches. You have seconds to entice that viewer to read more, or lose them.
Build the page around a SINGLE goal incorporating:
Remember, when you land on a page, you ask "WHAT'S IN IT FOR ME?"
Destination Page Construct
There’s nothing more rewarding to an apparel retailer than a store full of customers. They’re shuffling through racks, swiping their cards, and lining up at the dressing room to try on merchandise. Some of those outfits will no doubt be going home with the customer, and that’s good news for the bottom line. But the bad news might lie in what’s left behind.It’s no secret to the apparel retailer that customers can be hard on the clothes they try on. Clothing is pulled off instead of gently removed. Instead of being put back on the hanger, pants and shirts are discarded in the corner of the dressing room for the next outfit. Between makeup stains, shoe prints and who knows what else, a busy day at the store can leave your inventory looking a little rough. The challenge is retaining the value of these garments, so you’re still able to sell them at a fair price.At the end of the day, it all comes ba
Remember, when you land on a page, you ask "WHAT'S IN IT FOR ME?"
Destination Page Construct
Putting together a resume is not an easy feat, and many job seekers are so relieved to be done with this arduous task that they can’t wait to be done with it. Recall though, that your resume is a marketing tool and is the first impression an employer gets of you. A great resume will entice an employer to invite you in for a personal interview, while a fair to average resume will get pushed aside and ignored. Therefore, it is in your best interest to make your resume as strong as possible.To help you in this task, review your resume against the following resume writing quick tips. These guidelines will help you evaluate your resume and identify those areas that may need more work.- Overall Resume Review:Is your resume well laid out? Is it pleasing to the eye?Is your resume less than one page if you are a student or new to the workforce? Is it less than three pages if you are an experi
Destination Pages and the Unique Selling Proposition
A concept developed in 1961 still holds merit today and is a great check for the underlying tone of your landing page. That is the "Unique Selling Proposition" by Rosser Reeves. The concept explains how every company should strive to show how it differs and surpasses its competition.
It consists of three concepts that should be applied to your advertisement (or adword) and your destination page.
"Buy this product, and you will get this specific benefit."
To be successful, you'll need to research and build a campaign, then watch and modify, test and retest different changes, words, prices, etc. I want to stress the importance of this.
The same testing, observing, tracking and revising apply to landing pages as they do to ads and headlines themselves. It can save you a lot of money. If you're not careful you can run up thousands of dollars in PPC and adwords with insignificant sales or leads.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.actual4u.com/article/72972/actual4u-Is-your-PPC-or-Adwords-Campaign-Crashing-on-the-Landing-Page.html">Is your PPC or Adwords Campaign Crashing on the Landing Page?</a>
BB link (for phorums):
[url=http://www.actual4u.com/article/72972/actual4u-Is-your-PPC-or-Adwords-Campaign-Crashing-on-the-Landing-Page.html]Is your PPC or Adwords Campaign Crashing on the Landing Page?[/url]
Related Articles:
The Eleven Attributes of a Great Salesperson or Top Producer!
Article Marketing is The Key to Building Targeted Website Traffic
Spam Filters do Generate False Positive
Bookmark it:
|