Articles written in October, 2013

October 28 2013

3 Common Paid Search Landing Page Mistakes


A common practice for businesses that are utilizing paid search is to create landing pages specific for the content they are trying to engage searchers for. This is beneficial because it allows a business to focus on conversions instead of just having an information page.

Here are 3 common mistakes that businesses make when creating landing pages:

  1. Hidden or unclear call to action: When creating a landing page, it is very important for the searcher to understand why you would want them to click on the ad to land on your page. Once on that page, the action mentioned within the ad copy should be a prominent focus of that page in order to entice the searcher to continue through the funnel and convert. If the user is confused on the next step, they will typically leave the page immediately and select another result from the search engine results page.
  2. Most important information below the fold: When someone is searching the web for something specific, they have a very small attention span. If they do land on your website, they will typically make a decision to stay or leave within 3 seconds. Knowing this, it is crucial to put your best foot forward and have the most compelling information on the top of the page. If the searcher must scroll in order to get to the heart of what the page is about, you will lose them more often than not.
  3. Form/Conversion process too long: This step is probably the most common issue of them all. For ecommerce businesses, you want to make sure you don’t have a long tedious shopping process in order to check out with a product. If the user feels that steps are unnecessary, they are likely to move on to another site that is less arduous. For lead generation websites, the conversion process needs to be clear and easy to navigate through. You want to get enough information to understand what a searcher is interested in so someone from your team can follow up with the appropriate response.

The three mistakes mentioned above are just a few of many common errors. When creating a landing page, a great idea would be to show the page to someone unfamiliar with the website (or business) and see if they are able to navigate and understand what the page content is about. As they work with the website, see if they are able to identify what next steps they should take. This is helpful to see how others will view your site and give you a good indication prior to launch. Once you’ve launched a new landing page, it’s important to track the results of the page and test different variations in order to improve conversion rates.

By implementing these steps, you should be able to run a much more successful paid search campaign using landing pages.

October 14 2013

How “Real Time Bidding” and “Big Data” Are Changing Interactive Advertising as We Know It


Imagine the following scenario. An Internet user lands on a page on a website, which begins to load. At that very same moment the website sends out a “bid request” to thousands of advertisers saying: “There’s a user here who is a 36-years-old Caucasian female, lives in Pennsylvania, has two dogs, and who has recently searched for skinny jeans and fitness books. How much are you willing to bid to display your ad on this page?” In about 100 milliseconds an auction is run and the winner is allowed to place its ad on the page.

What’s staggering is that the whole process takes place in 300-500 milliseconds, causing no visible delay to the user, and that this same process is repeated every time a web page loads for every ad slot on the page.

If this sounds like a marketer’s dream come true, it’s because it is. Good news is, it’s not a dream anymore. It’s reality and, as technology improves, it’s changing interactive advertising as we know it.



The process I described above is called “Real Time Bidding”, and what creates the opportunity to serve ads that are so relevant to end users is known as “Big Data”. According to AdAge, “Big Data”, when applied to digital marketing, can include online searches, website log files, consumer-uploaded images, retail transactions, loyalty card information, email communications, mobile location information, and social media commentary, just to name a few. These are all different “channels” that consumers use in their quest to find solutions to their problems, make purchases, and more in general to improve their life.

Needless to say, the most popular example of Real Time Bidding meshed with Big Data is the Google Display Network, which is becoming increasingly more powerful in its targeting capabilities.

So, how is all of this information going to affect you and your business, and change the landscape of digital advertising as we know it?

Think about it. – The nature of digital advertising has long been “one-to-one”, that is, who clicked on an ad and who converted. The user goes online, runs a search, clicks an ad, and makes a purchase.

Not so anymore. – Often consumers are more complex than ever and use multiple channels either before and after running a keyword search, and the ads served to them while they are on those other channels are indeed very relevant to their needs.

I hate to say this, but keyword search alone may not be enough anymore to achieve the largest visibility and the best possible ROI from your marketing efforts.

As a marketer, you must take action now to leverage the power of Big Data in order to offer your prospects and customers a more “customized-to-their-needs” experience which will ultimately increase your ROI and profits.

So, when planning your next online marketing effort, ask yourself this question: “How can I have display, remarketing, video, and social media advertising work in synergy with my keyword search campaign?” – Being able to answer that question effectively could make the difference between a successful and a not-so successful digital campaign.

© 2016 MoreVisibility. All rights reserved