Emotional Intelligence & Empathic Inspiration Officer
A keyword's value depends on what kind of value you can extract from it – by repelling unqualified leads and attracting qualified ones. Through steady improvement, you can achieve market domination in one, and then an entire family, of keywords.
If you're using PPC to generate leads, then an effective landing page is critical to converting visitors. Use this template that you can adapt to most markets in which your prospects are just becoming aware of a problem and potential solutions.
Most people don't search for a solution to their problem until something triggers them to do something about whatever pain or longing they've been suffering. By understanding these common search triggers, you can make your paid search ads stand out.
When Google AdWords ceases to be a Wonka-esque mystery machine and instead matures into a transparent pipe through which messages travel from merchant to market, what’s at the ends of the pipe will become far more important than the pipe itself.
Your goal as a marketer in high-stakes situations is to reduce the perceived risk of “worse.” To offer the best escape route to the fearful. One of the best ways to do this is to be the anti-Yoda, to offer fully the commitment-free concept of “try.
Once you grok the basic Google concept (a win for the searcher is a win for Google), AdWords becomes not easy, but simple. Write ads and create landing pages and websites that serve your prospects’ first and your business second.
One important element of any search-based lead generation campaign is the offer – what does your prospect get after you get their contact information? A good offer can bring in oodles of qualified prospects, but a poor one can kill your lead flow.
If you don’t set up your website to capture your visitors’ contact information and follow up with them over time, you’re missing the lion’s share of leads and sales. Here’s how to construct and fill an effective follow-up system.
Because people are most often and powerfully motivated by some combination of fear and greed, we focus their attention on the various negative feelings that accompany their unmet needs. While this tactic can be effective, it has serious limitations.
When you focus on direct marketing rather than brand advertising, permission rather than interruption marketing, and exact rather than broad keywords, you get to expend less than 1 percent of the effort and reap over 50 percent of the rewards.
What do you do if you’re in a market in which all the ads are saying more or less the same thing? Choose a niche to target. Be willing to serve a few people extremely well, rather than serving a lot of people in a mediocre fashion.
As an advertiser, your challenge and opportunity is to claim a piece of territory in the search results page fray. Once you’ve identified your ideal customer, here’s how you can use the principles of choice architecture to get the clicks you want.
Desperately seeking inspiration or to obliterate writer’s block and create relevant and engaging PPC ads? Creative breakthroughs generally come from two places: empathy and context. So let’s talk about empathy and how to generate it for PPC.
Advertisers spend way too much time and energy trying tricks to increase their quality score in the hopes of reducing cost per click. Just stop. Turn off the quality score column. It doesn’t correlate at all with profitability or better ROI.
Our subconscious has habit of predicting what is just about to happen, or "nexting." So it's critical for search marketers to create “nexting-friendly” landing pages that match prospects expectations, based on the promise of the ad they click.
High quality feedback has three essential qualities, summarized in the acronym RAT: it’s relevant to the goal, actionable, and timely. PPC is overwhelming when you don’t apply the RAT filter to the feedback with a vengeance and cut out the noise.
Many PPC advertisers are willing to spend tens of thousands of dollars a month on clicks. Equally important are new landing page designs, strategies, and copy. Here’s why you should match your click budget with your conversion optimization budget.
Think you’re stuck with a not-so-great market or competitive environment? In search marketing, you often have a lot more control over those factors than you might think. Here’s how you can create an environment in which you can thrive.
No question that Google AdWords is, as Ash Maurya says, the perfect traffic source for optimization and scaling. But it’s still the quickest, fastest, and cheapest way to get your prospects to tell you honestly what they think of your offers.
Don’t rely on your AdWords, adCenter, or Facebook PPC data exclusively for data on the health of your account. Instead, achieve feedback redundancy by incorporating at least two independent data sources by adding analytics and business results.
