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Now back to that
luncheon ...
As soon as I got back to my office, I did a search on the keyword phrase
that I overheard them talking about. These guys were paying a premium
for that phrase, while my research showed that a similar, slightly less
searched-on keyword phrase was going for a fraction of the bid.
Next, their ad copy read “Leaders
in our industry for over 30 years. Click here to learn more”.
Hmm, not sure that motivated me.
And when I clicked, I saw pretty pictures and 3 paragraphs
about their “industry leadership”, and a small reference at the
bottom of the page to call their 800 number. Under normal circumstances,
I never would have gotten that far.
And finally, they were not measuring the effectiveness of
the ad. How did I know? Well they had 2 different ads for 2 different
keyword phrases, but clicking either of them brought me to the same URL.
So how did they know how each one was working? There are easy ways to
name those pages to track click-throughs.
Here’s the bottom line.
Just like any other means of marketing, pay-per-click can be an
effective tool, but you must understand how the channel works and follow
the same proven marketing principles that apply to offline marketing:
competitive and market research, effective headlines, copy, creative,
offer, strong call-to-action, timely measurement, analysis and
follow-up.
So remember, first, be wary of what you overhear at
marketing luncheons, and second, when you test a new marketing channel,
be sure to employ the same marketing fundamentals that have proven
successful, and
you’ll reap the benefits of experiencing the growth in your
business you’ve been dreaming about.
Cheers,
and hoping you Realize Your Market PotentialTM.
Brian
Lewis
Solutions
Insight
www.solutions-insight.com
4919
Colusa Drive
Oceanside,
CA 92056
760
207.3101
P.S.
Recent studies show that 30% of all search engine visitors click on
“Sponsored Links”. So, if you haven’t tested the effectiveness of
pay-per-click, you could be missing out on upwards of 30% of the
response you get from search engines. Give me a call at 760 207.3101 and
I’ll show you how easy and essentially risk-free it is to get started
testing on pay-per-click sites.
© 2004 Solutions Insight, All Rights Reserved
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