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An important aspect of any pay per click advertising campaign is the landing page. You’ve written a compelling ad; it’s been found by the search engines; then suddenly - CLICK - and that potential customer has arrived on your landing page.

Let’s hope you’ve done a good job to convince him/her to fill out the form or dial your phone number.  Here are some tips to help make that happen.

Deliver the Message

•    Know your audience.  What do they need?  Build a page that helps potential customers solve their problem.

•    Write copy that demands your readers keep reading; then punch out your message in a clear and concise manner. And don’t forget to incorporate your keywords.

•    Use good quality images that support your message to make an emotional appeal to the reader.

•    Make a compelling offer.  Tie it to your business objectives.  State the value of the offer.  Make sure it is noticeable on the page.

•    Design a page that is both attractive and functional.  A good functional design means that the page is uncluttered and easy to read; your message is clearly understood; and it is easy for the reader to take action (i.e., find the phone number, fill out the form, download an article or brochure).

•    Add testimonials.  Testimonials are great ways to convince the reader of the value of your product or service.  Written, audio or video testimonials will reinforce your message and give it credibility.  Again, these need to be easy to read, listen to, or play.  If you add an audio or video testimonial keep the length between 1-2 minutes.

Send Them On Home

•    Make the submittal form simple and easy to use.  In some cases you may need to gather more than the basic contact information.  This is OK, but make the process as clean and straight forward as possible.

•    Consider adding a trackable phone number.  This is a very inexpensive way to gather more leads.  Many people prefer to pick up the phone rather than send an email.  This way you’ll be able to track their calls.

•    Don’t forget to say thank-you.  You need a thank-you page that is returned to the searcher once they’ve submitted the form.  Be sure to include your search engine conversion codes so you can track your submittals.

So there you have it:

•    Lots of information,
•    Only one page,
•    Many potential customers,
•    Lots of competition,
•    Not much time,
•    A tough economy and
•    You’re in charge.

All the information you need for a perfect landing is in your control.  If Captain Sullenberger can successfully land an airplane in the Hudson River, surely you can create a landing page that drives in qualified sales leads and sends them on home!

Some examples can be found on our work portion of our website.

There are a lot of theories on the best practices to manage a pay-per-click (PPC) advertising campaign from how to target keywords, what ad text to use, and what to put on your landing page.  Many of these theories pose good arguments and it’s almost impossible to nail down “the perfect” strategy.  Therefore, I thought I would spend some time on identifying some techniques that, I believe, haven’t been done to death and are great resources to use when every thing is not all rosy…negative keywords.

In short, negative keywords are keywords that you can add to virtually any PPC campaign that you don’t want your PPC advertisement to appear in your search results.  In general, most of the PPC campaigns that businesses set-up (and what most PPC vendors want you to use including Google) utilize broad matching.  Using broad matching simply means that your chosen keywords may appear for more key phrases that searchers may use to find your website.  For instance, if you chose to broad match the keyword “minnesota resorts,” your PPC advertisement may also show up for “best minnesota resorts,” another relevant keyword that you likely would want your ad to show up for if you were a Minnesotan resort owner.  Unfortunately, if a searcher also searched for “best alexandria minnesota resorts,” your ad may show up and get clicked on even if you don’t service that area.

To avoid this above scenario, you can add negative keywords to your PPC campaign that will restrict your ad from showing up in search results for which you do not wish to pay.  In most search engines, you can do this by simply adding a keyword to your list with a
“-“ in front of  them. For example in the scenario above the negative would appear as
“-alexandria.”  There are likely some very obvious keywords that you may want to negatively target such as but not limited to: free, ideas, information, guaranteed, jobs, etc.  However, to be really successful, you’ll need a little help from your website analytics.  If you don’t have website analytics installed on your website, there are many great solutions on the market that are free.  If you need some help, I have a post on how to choose website analytics here.  Simply put, I suggest using Google Analytics because it’s not only a great free resource, but also a solution that many businesses have chosen to use  because it integrates well into Google’s popular PPC Adwords program.

Regardless of what analytics provider you choose, you’ll need to know how to identify which keywords you are paying for.  In Google analytics, you can do this by clicking on Traffic Sources => Keywords => Paid.  Typically speaking, I suggest using a quarters worth of data (3 months) to analyze your results so that you get enough data to determine what to negatively target.  Now here’s where the secret is revealed!  From this screen, you will be able to see what keywords are actually clicked on…not just what you intended to purchase.  Look at this list to see what keywords may potentially not be good keyword buys.  There will also be some keywords that are no-brainers.  However, some may not be so obvious.  So, to drill down deeper, you can review each keywords “bounce rate,” “page views per visit,” and “time on-site” to determine if the searcher actually found what they were searching for was relevant to your website.

The bounce rate is a percentage of how many people went deeper than the page they landed on and went back to the search engine.  A percentage of 100% means that all the people that clicked on the ad didn’t go further than the landing page.  Typically speaking, you should look at analyzing keywords that exhibit bounce rates over 30%.  However, two other numbers are also as equally important to factor into your analysis.  They are “pages view per visit” and “average time on-site.” Page views per visit, generally refers to how sticky your content is.  A number over three (for sites that aren’t image heavy) generally means that people are finding the content to be relevant.  Another statistic that also relates to relevancy is how long the visitor stays, AKA- the average time on site per visit.  Unfortunately, there is no secret formula for using these three statistics, so you will have to rely upon your own expertise to find which keywords don’t best represent your products or services.  Always remember, that paying for search engine traffic is not as much about quantity as it is about relevancy.  The longer searchers remain, continue to view pages, and don’t bounce back to where they came from, means that they are engaged and that they are likely finding the information, services, or products for which they were searching.

Your job as the PPC ad manager is not an easy one.  As you can see, to determine which keywords are not worth spending your advertising budget on goes farther and deeper than your pockets or just using your intuition.  However, if you can find the bulk of these non-desirable keywords and put them on your negative keyword list, you will be able to reduce your waste coverage while increasing your ROI.  Best of all, your website visitor experience will increase as more of these searchers find the target at which they are aiming.

If you are currently using Google Adwords, you may be interested to hear that Google just made some improvements to its quality score algorithm. In case you are not entirely sure, Google Adwords quality score is a major determinant in how much an advertiser ranks and pays for their keywords relative to competitors. Google’s quality score is based on several factors including but not limited to:

1. Click Through Rate (CTR)
2. Relevance of keywords in relation to its Ad Group
3. Quality of your landing pages
4. Account history, which is measured by the CTR of all the ads and keywords in your account
5. Relevance of the keyword/ad to the search query

Essentially, the new quality score adds several new components to increase the relevancy of Google’s search and content network results:

1. Real-time calculation of relevancy of keywords/ad to search queries
2. Keywords will no longer given “inactive” status
3. First page bids will replace minimum bids

Probably the most notable variable above is the real time calculation of keywords and ads because campaign optimization enhancements will have an immediate effect within Google’s network. As the landscape of PPC advertisers is highly dynamic, changing ad text and keywords will likely occur more frequently as competitors will want to continually want higher positions and strive for a lower cost per click. In addition, “first page bids” will enable advertisers to see how much it will cost to receive first page exposure without too much guessing with max bids.

There are a lot of mixed opinions on how the above will benefit an advertiser. Over at the Marketing Pilgrim, Andy Beal has a humorous ending to his post in that he claims these new changes will immediately translate into more revenue for Google. I have to say that although I agree with that statement, I believe that there are many positive outcomes for SEMs that keep a watchful eye on their PPC campaigns. Moreover, I look at these changes as weeding out lesser experienced campaign managers or do it yourselfers that don’t understand the importance of a well structured and organized Adwords account, one of the most critical components in setting up a PPC campaign in my opinion.

In any regards, if you haven’t read about these recent changes and are a Google Adwords advertiser, I would take a moment to familiarize yourself with these recent enhancements.

I have always found humor in how things sometimes get their name. For instance, do you know what the difference is between an herb and a spice? Do you the people that know the difference say, “Hey honey, can you pick me up some spices at the store?”

In any regard, I’ve always struggled with the notion of search engine marketing (SEM) actually being labeled “marketing” when most companies/professionals refer to it as search engine optimization and pay per click advertising. These alone are great mediums for marketing products and services, however, aren’t enough when you consider all the elements that are involved in really marketing online.

Developing solid search engine marketing strategies involves more than a process of getting high search rankings and managing a pay per click budget. To really market and be successful online, you need to know your customers and how your company’s offerings will solve their problems. Once these important questions are answered, they need to be communcated in a way that not online increases traffic, but also communicates how the company competes, the kind of demographic that uses their products, and how to get them. These are done in a variety of ways:

• Web Design & Development- you website needs to look in keeping or better than its competitors as consumers re savvy and will likely shop around before making a decision. It should present a compelling story that answers “Why should i buy from you.” Additionally, your website should include vital information that makes it easy to understand how to purchase or get in touch with your company.

• Website Content- your website content is the voice of your company and should be written in a way that communicates value to your target market. This is definitely not as easy as it sounds, as web objectives do vary company to company. As a general rule of thumb, starting from the end result you want is a good point of reference. For instance, a technical company that markets to electrical engineers may want to place more emphasis on finding spec sheets so that they can determine if your products fits their specifications.

• Interactive Features- using a video or a flash demo can do wonders for waking up a website and make it convert. Those companies that offer complex products and services usually benefit the most out of these features since consumers are increasingly demanding easier ways to disseminate information.

To put it clearly, i don’t deny search engine marketing as a marketing practice. However, achieving high rankings or buying keyword traffic alone is only a component to the above equation. To really be successful, fundamental marketing principles apply. Use you website as a tool for your target audience and you’ll reap all the benefits of what search engine marketing as to offer.