Goal- to build an auto-pilot salesman for the company
Ad Structure (general ideas)
Relevant title, benefits on second line, what can I do for you on third.
Use exact match and negative key words to weed out unwanted visitors
Split test your ads continually. If your CTR increases from 1% to 1.5%, thats a 50% increase!
Best positions for ads- away from very top, and away from very bottom- just right for the eye!
Organize like keywords in the same ad only- you want relevant ads to show up only for relevant keywords!
Strategy-----
· Start with a killer copy. Good and bad copywriting make a world of difference to your potential visitors. Always ask the question, "what can you do for me?"
· Best keywords are often not the most expensive ones. Why compete with everybody else with generic keywords? Create a niche market for yourself. The most searched for search phrases on google are from 2- 5 words. Start thinking of combinations!
· Know your visitor value, bid the price where most profitable.
·G Get the customers that big boys cant or don’t want. Take for example you are in the insurance industry, bid on keywords like wheelchairs and rollators, create a landing page for each and link them to your site!
Move people by their senses- evoke taste, sound, wordplay that catch the eye
Get your URL noticed- capitalize some URL letters
Use Punctuations wisely
Special claims and offers- be honest
Make your terms of business unequivocal
Take advantage of controversy
Be a help in crisis
Market to people who are looking in other subjects
Sell results, not just procedures
Be contrarian and controversial
Compaign research:
Adjust daily budget
Adjust ad rotation
Time and date research
Bid separate price for content networks
Continually monitor and adjust ads
The perfect campaign:
Start out with more keywords than competitors
Know when your prime hours are for visitors
Know which ads are turning more conversions
Know which keywords are selling the most
Bidding a separate amount for content traffic
Know what page are exit pages and improve those pages
Keyword ranking formula
1. Historical keyword performance on google
2. Keyword to adtext match
3. Other factors
4. CTR (yours)
Edit URLS and CPC for individual keywords
I hope this brief post in search marketing basics can help you start your marketing campaign today. We will get into SEO basics and landing page design next week.
C
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