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Atricle Dump - Is your PPC or Adwords Campaign Crashing on the Landing Page?
Have you made the right choice? Before deciding to resign from your current position and move to a new employer, you should weigh up as objectively as possible all the relevant factors: remuneration, working environment, location, travel demands, training and development opportunities, promotional prospects, and your future bosses.Consider also what impact a job with the new company would have on your resume. Once you have received and accepted a formal written commitment from your new employer, you should serve notice immediately.It is important to behave in a professional manner throughout the resignation process. Your character and your personal integrity should never be in question. Be positive; be co-operative; and avoid recriminations.State that you are leaving the company and hand in your letter of resignation at the same time.Be prepared for a reaction. If your employer presses y
Remember, when you land on a page, you ask "WHAT'S IN IT FOR ME?"
Destination Page Construct
Part of the algorithms that most search engines use to determine the position of a page in your website in the listings analyze links back to your web page from other web pages. The term ‘web page’ is used, rather than ‘web site’ since search engines such as Google list individual web pages rather than complete web sites.Since Google is one of the more important search engines that is what will be referred to here, though what is written applies equally to the other engines such as Yahoo and MSN.Google make it clear that link density is as important as keyword density, if not more so now that the have introduced contextual analysis to their algorithm. However, not just any links will do, but links from sites that are regarded as an authority on the subject. For example, a link to your page from a web page with a page ranking of five is better than a link from one with a page rank of two.If y
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
Question: What is the number one need for success in business today?Answer: To persuade others of your value and the value of your ideas.So What Is Influencing?Influencing is getting your own way, especially unobtrusively.Most managers do it, most of the time.• You can influence others simply be being you (notice how easily children are influenced by the behaviour of those around them) • You can influence covertly, behind the scenes • You can use more open strategies and tacticsGreat influencers manage to get other people to go along with their ideas whilst maintaining the relationship. If people feel manipulated, relationships will be damaged. It is important to understand the different strategies available to you and to plan your approach.Mastering The Art:Increasingly today’s managers are measured by their ability to in
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
You are excited about your business and want everybody to know that you are there, you want to get it out to everybody. Slow down! When it comes to spending your hard earned marketing dollars you want to get the word out to your ideal customer.The only way for a small business to market effectively is to target market. The only way to be VERY effective in your marketing is to bulls-eye market.For example, a target market for a remodeling contractor that specializes in remodeling basements may be homeowners. But that covers a lot of ground, many of which have absolutely no interest. A better target market would be homeowners that have lived in their home less than 3 years. An even better target is people that have built a home within the last 2 years. Better yet, a two-income household that built a home within the last two years. But the bulls-eye may be a two-income household that built a hom
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
Too often in my many years toiling in the Corporate world I had to sit through poorly facilitated meetings that started late, ended late and had no clear stated purpose. Starting my career in the early 1980's, as a Professional Purchasing Agent, I was fortunate to have been trained in Kepnor-Tregoe methodologies at a time when the organization I was working for was investigating 'Consensus Decision Making'. I won't spend any time in this blog post speaking about consensus decision making except to say it does not work. Someone ultimately needs to make a decision or you will create an over budget camel when a cost efficient horse was the true objective. However, I was trained in problem solving and decision making systems as well as on being a meeting facilitator.A meeting facilitator works on the sidelines listening and aiding the participants in keeping focused on the agenda. They do not chair the meeting n
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
Change is the key to our success and to our financial future. Often in our own lives, however, change is something we fiercely resist. We can only become who we want to become through change.In spite of knowing this, we still often wallow in our comfort zone. Even when achievement sits on our doorstep, we're still too comfortable to make an adjustment. The irony is that if you want anything to change in your life, the only place to begin is with yourself. You are the only one who can exert complete control over and alter your destiny. Most people wish for things to change, but instead of doing anything to make that change happen, they sit back hoping and waiting for luck to knock on their door. Well the fact is, reality will eventually rear its ugly head and show you that life doesn't work that way. Waiting for the lottery, waiting for that long-lost inheritance or waitin
Remember, when you land on a page, you ask "WHAT'S IN IT FOR ME?"
Destination Page Construct
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.
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Related Articles:
Marketing Plan Tip: Create A Success Poster
Dealing With Public Service Ads on Your Website
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