AdWords isn’t an appropriate advertising medium for every business, but the truth is that many advertisers give up on AdWords way too soon.
Articles by Howard Jacobson
Businesses can inspire honest feedback from customers in part by giving their requests human touches and by explaining why the feedback is important.
These three steps, iterated until you get what you're looking for, can get you to the stage where it makes sense to invest in the creation of your Minimum Viable Product, at which point you can start using PPC to see if anyone will buy.
Instead of trying to motivate your prospect to do something hard, why not work the other part of the equation? Next time you're trying to increase your conversion rate, try this: make one thing easier for your prospect.
Sometimes we get stuck. Our ad tweaks all start looking the same. We obsess over punctuation rather than significant differences in messaging. If you've tried everything without making progress, here's one way you can escape the mental quagmire.
While you know meaningful change takes a long time, and requires patience, commitment, and effort, your search prospects are secretly longing for magic. Show prospects that with your help, they can improve that number quickly and dramatically.
Your website may not be as popular as Khan Academy, and you probably aren't teaching math, but you can use valuable principles of gamification – namely, instant feedback and cumulative rewards – to connect with your audience.
The act of searching Google is indicative of a motivational peak in a searcher. To earn that prospect's business or get the opt-in, you must learn how to harness a motivational peak now to make that sale more likely or to make it come sooner.
If you sell in a market where safety must precede enticement, then you must be sure to soothe potential clients and built trust prior to sharing expertise and offers. How? By showing prospects your human side and not overwhelming them.
A searcher who lands on your landing page will give you a couple of seconds with your headline to tell them why they should stay. Here's a primer on constructing three headlines types corresponding to three different prospect levels of awareness.
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.