Magicwords,
You can have the best-organized Google campaigns in cyberspace, with sky-high Click Thru rates, thousands of great keywords and sensational ad copy...
...but if your new visitor doesn't say 'That's for me!' when she lands on your website, then AdWords was nothing but a sophisticated way to max out your credit cards.
Some people (and especially big companies) honestly do not get this at all. But even most people who do understand this don't really recognize how little traffic you need if your website is really doing its job for you. The 'point' is not getting traffic, it's getting people to take action.
Today, some tips from landing page ace Mark Widawer about making your landing pages more effective.
*Targeted landing pages: 'If someone is searching for Kodak DX7590 Camera, don't take him to the home page of your digtal camera mega store. Take him directly to the Kodak DX7590 page. It's harder and it takes more work for you to do, but it's an entirely worthwhile investment in time.'
*Make broad topics narrow: Let's say you sell a book that covers personal finance from A to Z. It's got chapters on insurance, asset protection, CD's, stock options.... in Pay Per Click the same one landing page will NOT work for each of those keywords.
If you're bidding on 'stock options' then that's the topic that needs to come first on your landing page. THEN, after that, you can talk about the other topics. But scratch the itch first.
Just by re-arranging your description to put a specific keyword topic first, you can double your sales or more.
*Split Test: Those who follow my advice on Google AdWords have discovered the enormous power of split testing ads. Change one word, double your CTR, right?
Split testing landing pages is equally powerful. True pros *always* do it!
*Taguchi Test: If you've already been split testing and you get a lot of traffic you may be ready for Taguchi, where you can test dozens of things simultaneously.
*Mark Widawer tells a story of a fancy-schmancy site built in Flash during the dot-com era. Artistically, it was a triumph. But as Mark wryly says, 'I'm sure the website had nothing to do with the demise of the company just two months later...'
The point: Flash is great - IF it genuinely serves the purpose of selling something for you. But the tool must be subservient to the job it's supposed to do. It is not a toy. Art is great for galleries, but it's a low priority for websites that are supposed to sell something.
*Track conversion of keywords to sales. I can't tell you how many thousands of people make money on one keyword and lose it all on another - and NEVER EVEN KNOW IT. Google makes money but you don't, isn't that nice?
Fix that problem with conversion tracking. At minimum, put Google's conversion tracking code on your Thank You Page.
Mark Widawer's landing page handbook is jammed with results-driven, actionable, simple tips that will help you squeeze more pennies out of every click to your website:
http://LandingPageMachine.com
Perry Marshall
**NOTE: Please do not reply directly to this email. Instead, visit http://perrymarshall.com/support with any questions or concerns.
Update subscriber options
 | Free Video We manage our emails with Infusion. Guide and Video explain my secret marketing sauce. |
Perry S. Marshall & Assoc
159 N. Marion Street #295
Oak Park, Illinois 60301
United States
(312) 386-7459
No comments:
Post a Comment