Articles in the Search Engine Marketing Category

Search engine marketing is still the “bread and butter” of many digital marketing strategies. Learn about platform features and practices that will make your cost-per-click campaigns successful through their lifecycles – from impression, to click, to conversion. Our experts explore keyword strategy, ad copy, campaign structure & organization, bid strategy and more on our blog.

October 28 2013

3 Common Paid Search Landing Page Mistakes

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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.

September 13 2013

What Digital Marketers Can Learn From Steve Jobs

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One thing’s for sure: Steve Jobs was a brilliant marketer and knew how to sell. Just think for a moment of what he did with the iPod: before Apple entered the market, MP3 players had been around for years, but nobody bought them, as they were considered clunky and “uncool”.

Then came Steve Jobs. Unlike all his competitors, who had tried to sell MP3 players by promoting their features, Jobs introduced the iPod by simply describing it as “1,000 songs in your pocket.” And that simple statement changed the business of MP3 players forever, and with it the entire music industry.

Here are some of the most invaluable lessons from one of the greatest marketers ever that business owners should keep in mind when planning a digital marketing campaign.

First and foremost, make sure you know who your customers are. The more you know about what’s in your customers’ minds, the more you’ll be able to identify the keywords they type when searching for your products or services or, in the case of a display campaign, the websites they are most likely to visit.

Then, when you have identified who your customers are, make sure you attract them at the emotional level. In other words, sell benefits and not features. Steve Jobs was a true master of this craft. He believed you can attract customers at the emotional level in two ways: by inspiring them, or by addressing their pain points. For digital marketers, this means writing better “benefit-driven” ad copy, or banner ads that speak to the heart of your target customers.

Lastly, Steve Jobs knew how to “keep it simple.” He delivered presentations that were short but incredibly powerful. – Remember, people have increasingly shorter attention spans, so make sure to keep your message brief and engaging. In the digital world, this lesson can be applied to landing pages. Does your landing page convey a brief, engaging, and powerful message that converts a prospect into a customer? If that’s not the case, then remember Steve Jobs.

The next time you plan a digital initiative, make sure to remember these timeless lessons from a true marketing genius, as they may help your business to earn a higher ROI on marketing dollars spent.

To learn more about how we can help your business succeed online, contact one of the qualified Marketing Professionals at MoreVisibility.

August 13 2013

Online Remarketing Growing As Perfect Complement To Traditional Search

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Search engine advertising is one of the easiest and most powerful ways to market your business online, thanks to its cost effectiveness, speed of implementation, and its ability to track and measure results.

As recent research shows, online retailers are allocating more marketing dollars to remarketing campaigns to complement traditional search and as a tool to target consumers who have already visited their website.

According to leading market research company eMarketer, there is in fact evidence that consumers do notice and act on remarketing advertising: nearly three out of five US online buyers surveyed in 2013 said that they had noticed ads for products they previously looked up.

The major takeaway finding from the research is that half of those surveyed said that they went to two or more sites in order to research their last purchase, which suggests that they took their time before buying. In those cases, a retargeted ad may have helped by keeping the product and retailer in mind while they conducted their research online.

In conclusion, remarketing advertising can be a powerful way to keep your target audience engaged as it goes through the purchasing process.  To learn more about how remarketing advertising can help your business earn a higher ROI on marketing dollars spent, contact one of the qualified Marketing Professionals at MoreVisibility.

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