Generally you make a promise in the ad. You offer some free ebook or whitepaper download. Or may be offer a 30 days free trial account. Whatever you offer, your landing page must fulfill this promise. And it should highlight this fact prominently.
If you don’t, your website visitor feels cheated and thinks you are indulging in bait and switch. The visitor will bail out as soon as possible costing you a lead. Not only that, Google thinks you have a poor landing page and slaps you with poor quality score resulting in higher cost per click.
If need be, you can create several landing pages, each with a different message that is in sync with the ad that brings him there.
This simple change is bound to increase your website’s performance by several notches. Try it.
Are you advertising with Adwords but not happy with the ROI? People are clicking on your ads but not opting in for your demo or newsletter? May be they need to see your message more number of times. But how do you get them back to your site?
Remarketing is the answer. Here is the plan:
1. Setup a remarketing list on Google Adwords called all visitors. This list will contain all the people who have visited your site. You can directly form this list if you use Google Analytics or you can create a tracking pixel and insert it in your site code.
2. Setup a Google display Network campaign which shows your ads to this remarketing list only. The CPC in this can be as low as 10% or 20% of your regular ad CPC. You should add graphic ads in this campaign in different sizes recommended by Google.
The message in this ad should relate to the landing page for maximum impact.
WedPlan uses the remarketing strategy to get more prospects in its leads pipeline and has lowered the cost per lead by 55%.
Once you apply this strategy, you will see more and more people coming back to your site and the lead volume will go up while reducing the per lead cost.
Note: For even better results, you should reconfigure your remarketing list to exclude people who have already opted in (visited the thank you page).
I found this article on Adwords script on Search Engine Land very useful and recommend you start playing with the Adwords scripts system as soon as you can.
You might have noticed already that a growing number of people are now accessing the Internet from their mobile phones. They are searching for information about services, locating restaurants and hotels, checking weather and doing many other things.
If you want to reach these people with your sales message, consider using Adwords for mobiles. It is available right there, in your control panel in the content network section. You have the flexibility to really focus your campaign based on the type of devices, networks and location. This helps you to reach out to the relevant people only.
However you must be careful to avoid an important mistake made by most of the advertisers. When they create their ads for the mobile users, they send the clicks to a regular web page only. When the user clicks the ad, they land up on a web site that does not render well on their tiny screens and bail out, wasting your precious advertising dollars.
It is important to have a mobile version of the landing page so that the entire lead generation process can be completed on the mobile friendly screens only. The webile people design landing pages for mobiles – feel free to contact them if you want to get started with improving the response rates from your mobile ad campaigns.
When you use Adwords or any other PPC program for generating leads, form size plays a vital role in controlling your lead volume. I am often asked “Shall we have more fields or less in the lead generation form?” My answer is simple – “It depends”.
When you are just starting out and have few leads to handle and enough resources (callers, salespeople), you should strive to get as many leads as possible. Some leads will be junk, some will be borderline cases (need more work to convert) and some will be more qualified (sales-ready). However your sales team will be busy and they may even be able to convert some of the borderline cases resulting in higher sales.
In these situations, you should ask the bare minimum number of questions in the form to increase the form-completion rate.
However when you have got busier and do not want to waste your valuable and scarce sales resources on junk or less-probable leads, you should turn the dial a bit and ask for a few qualifying questions in the lead form, as is being done by this Atlanta Web design company. This will improve the lead quality as tire-kickers won’t bother to fill up your detailed forms. This will help the sales team to close more cases more quickly and will protect them from unduly following up the hardly interested prospects.
As you know, you should include lots of negative match keywords in your keyword lists. You have to think about the terms that will indicate a mismatched prospect type (one who is not probable to buy your product/service). If you can avoid showing your ad on such queries, you can save yourself a nice chunk of wasted advertising dollars.
Recently I came across a huge list of keywords that you can include in your keyword lists as negative match terms. Select the ones that apply to you and save yourself a bundle.
Note: Many of these terms might actually be useful to you and may indicate a higher quality prospect for YOUR products. So check the list carefully before using that.
I have planned to release several small guides and reports to cover the various aspects of Adwords in particular and Internet marketing in general. These will be concise reports (you can read them in less than 30 minutes) and easy to act upon (specific ideas covered in each).
Here is the first one – Are you making these Adwords mistakes? (PDF format, right-click and choose Save-as).
Your comments here will encourage me to release the future reports quicker and I can also make it more like how you prefer it. So please post your comments here.
This is old news but needs to be retold umpteen times because we just tend to forget this and run after the high traffic words. While reviewing the site of a client, I noticed that while he is getting much more traffic from a single word keyword, the conversion rate of the more accurate long tail term is much higher. Here are the exact figures:
1. sunglasses – conversion rate – 0.71%
2. wholesale sunglasses – 3.42%
(That is 481.69% better).
Keep looking for the more accurate terms that describe your exact product offering and if you can match your landing page well, you can look forward to some excellent ROI.
Fatal mistake: Setting the destination URL of your Adwords ads as your home page where the keyword you chose does not even appear!
Simple solution: Have the destination URL contain your targeted keyword a couple of times. Here’s how it works–
I was recently reviewing a new client’s Adwords campaign for locating improvement possibilities and realized that one ad group is costing him $5.15 per click. Whoa! Sounded like too much for this keyword. On close inspection, I found that he is sending the visitors to the home page. What? No special landing page!
Wait, there’s more to this. When I visited that home page, I had another shock waiting for me. This page had absolutely no reference to the term he has targeted. But why would he do that? When I asked him, he replied: "This product is also called by this name in some countries."
After editing the home page copy to include a couple of references to this new term also, we saved the campaign and by the next day, we saw the cost-per-click drop to 41 cents. Yes, straight from $5.15 to 41 cents. Just because the destination page now became more relevant for this term.
Are you doing the same fatal mistake? Visit your Adwords campaign now to locate such moneysuckers and kill them.
Did you know that small changes in your keywords strategy at Adwords can save you tons of money? Adding some variations of your basic keywords to the list of keywords in your ad group can increase the focus of the ad group, reduce your cost per click and help you identify the terms which you should focus on. Let us understand this with an example:
Say you are advertising on adwords tool (keyword 1). Now if you add 2 more keywords – "adwords tool" (keyword 2) and [adwords tool] (keyword 3) to your keyword list, you will find that the matches have been segregated among the three.
When people search for the exact term – adwords tool, they are put under the keyword 3. Similarly when the terms adwords and tool appear in the exact order and next to each other (as in adwords tool download), they are put under the 2nd keyword. For all other terms like adwords improvement tool, the terms are matched with the keyword 1. This can get you more accurate statistics and a better CTR for the exact match because those searchers will find your ads to be really relevant, lowering your cost per click.
Now if you are having several keywords in your ad group, you will find it very time consuming to create the 3 variations for each term. Don’t worry, you are welcome to use our FREE Adwords tool to create the variations for each term automatically with no effort. Just copy and paste the basic keywords list in the left column, tick on the required options and click on Generate. You will get the big list with all combos ready to copy-paste in your Adwords campaign.
Please leave a comment if you use it and like it or have suggestions for improvement. The tool does many more things which we will be discussing in the next few posts.