In the field of advertising, the golden rule is putting yourself in your prospects’ shoes by thinking like them. If consumers are searching for a product or service like yours, which words or phrases would they type into their favorite search engine?
The most frequent (and costly) mistake is choosing keywords that you use yourself on a daily basis, or which you think are logically associated with your product. Try to let go of your own perspective and be mindful of the jargon and core industry-specific terms you use with your colleagues, vendors and staff. Your potential customer has no clue about your “second skin” the environment in which you live and breathe.
For example, at SiteWit we use the word “conversion” among colleagues to refer to a “sales lead” (a visitor who completed the desired action on the landing page such as a purchase, a free trial, a sign-up for membership).
While the internet marketing world refers to “conversions”, for the small business owner trying to launch his service, the appropriate word is simply “customer”. So, the delivery of the messaging, whether verbal or in written form, is strategic to your success.
If you found an article on our blog titled “Tips to Increase PPC Conversions ” you may not want to read it. This is understandable as such a title is indicative of an article targeting readers interested in more complex strategies to rocket their sales.
However, if our article was titled “How to Rocket Your Sales Using Paid Search Advertising”, you might feel comfortable with the title and feel inclined to read it. So, the key is to understand what words will resonate with your potential customers and entice them to take the desired next step.
To illustrate my point, let’s use this ad I saw recently written by a provider of software solutions:
This technical jumble required me to research the acronym SaaS, what it does, and whom it is intended for. After the necessary research, I learn that Software as a Service (SaaS) allows small online retailers to open functional online stores with a minimum expense. However, if you were viewing this ad from your perspective as a potential customer, would you be inclined to spend time to research what the advertiser is offering?
So, good choices of keywords for this ad would be: “Shopping cart software” “e-commerce solutions for small business” “tracking online transactions” “e-commerce software for small business” “integrating mail-order” “managing online subscriptions” “automating billing for online business” “tracking online orders and payments” ….
Here are 2 improved versions of the ad:
So, don’t try to shove your geek-speak about your product or service on your customers by picking the keywords you think they should use to find you. That never works in advertising. You can educate them as to why you’re different, and why they should care once they have arrived on your site.
Imagine a life in a world of perfect landing pages. All you have to do is get visitors to click on your ad and ~ poof ~ once they arrive on your landing page, they become customers.
That’s a dreamland scenario. Let’s get back to reality. Approximately 5% of visitors take the intended action once they arrive on the landing page of a PPC ad.
So, what stops 95% of visitors from becoming customers once they arrive on the landing page of your ad?
The reasons why visitors might take some action when they land on your landing page are as varied as the people who land there. If you want your visitor to take the desired action (newsletter sign-up, sales lead, purchase), you should consider the following:
- Solve a Need – What Can You Do?
As long as consumers have problems, they will always search for solutions. First-time visitors want to know how you have solved problems for others and are overwhelmed with the amount of choice on a daily basis. In our age of constant distraction, attention spans are short, so you have only a few seconds to get noticed. If it is not quickly obvious on your landing page that your offer will solve their need, your visitors will leave. So, to grab your visitors’ attention, start by solving a need. Then clearly demonstrate the benefits they will get from your offer. The more value they perceive, the more likely they are to remain on your site and take some action.
- Build Instant Trust – Who Are You?
Don’t take for granted that first-time visitors to your site know exactly what your business is about. First time visitors may like your offer, but they have trust and confidence issues because they don’t know you. To establish trust, use symbols that are familiar to them, such as a BBB or Angie’s List logo. Reassure visitors by displaying customer reviews or testimonials. Testimonials will act as a “risk-reliever” and might encourage a visitor to contact you for an estimate or more information.
- Remove Any Doubts!
Errors on a Web site can crush a visitor’s confidence in a flash. Examples of such errors are spelling mistakes, broken links, error messages, etc… Also, take care to notify visitors how you will handle their personal information. Will it be tracked? Will their payment information be stored? Is your site secure? Ease their fears by including a clearly identifiable privacy statement.
- Show Them The Way
It could be a button to take the user to the next page, a form to fill to issue a coupon, a box to sign up for a membership. Use a call to action to engage your visitor or to guide him to where you think they should be heading.
We get it … You loaded up your new campaign, it all looks good, so you rush over to the Google or Bing search page and type in a keyword, waiting eagerly to see your own ad show up. Voilà! there
it is for everyone to see!
You know what? Don’t do that.
By performing searches that trigger your ad, you’ll accumulate impressions (how often your ad is shown) without clicks, which can prevent your ad from appearing as often as it should.
Why? Based on how many clicks your campaign can afford in a day, your ad will participate in only a percentage of searches. So if your small business’s budget can only afford to access 7% of the available traffic in a day, do you really want to waste an impression on yourself?
While you may see your ad, a potential customer who searches for it 30 seconds later may not get the chance! So, when your ad is triggered, you want it be triggered by a customer.
Also, if you repeatedly look for your own ad using Google but never click on it, you might stop seeing it entirely. That’s because Google will stop showing you Ads which it thinks you aren’t interested in.
The fact that you don’t see your ad at some specific instant during the day doesn’t mean it’s not active. If your goal is to measure the impact of your Ad and view website traffic, you may view its performance from your SiteWit account. As always, SiteWit is delighted to explain that jumble of information to facilitate your success in today’s marketplace.
It’s the end of your work day and you decide to check on the progress of your PPC campaign. You search for your ad on Google (or Bing), and find it missing from the search results. Panic mode sets in, just like when you drive home forgetting today was your turn to pick up the kids. Don’t worry, when it comes to your pay-per-click campaign, your ad probably wasn’t lost in cyberspace or eaten by your dog.
If you find yourself asking “why is my ad not showing up?” we’re here to make it easier with the top 3 reasons your ad isn’t showing up:
1. You have run out of budget
Let’s say your monthly marketing budget is $150. When divided evenly over 30 days, this gives you a daily budget of $5. Let’s say your average cost-per-click of $1, and you have already received 5 clicks today. In this case, your ad will stop showing until the next day because you don’t have the daily budget for even one more click. If you search for your ad after you have exhausted the budget, consider increasing your budget to maximize your potential with pay-per-click.
2. Is that keyword in your campaign?
Remember to use one of the keywords that are in your SiteWit campaign in order for your ad to appear in search results. Sometimes the reason your ad does not appear in search results can be simple—that keyword is not in your campaign. If you enter a keyword for your search query and don’t see your ad, head over to your SiteWit account and check that you have that keyword active in your campaign.
3. Your competitors are out-bidding you
The paid search arena gets more competitive every day. You may achieve top ad position today, but you can’t predict when your competitors will start out-bidding you. If the product or service you’re advertising for has a high number of competitors running PPC campaigns, it may be challenging to maintain a consistent ad position. SiteWit monitors your average position and your visitors’ engagement level to avoid being pushed to a less than ideal ad position.
As you can tell, a lot of work goes into ensuring that your ads will show up on Google or Bing search results. If you’re already stress-eating chocolate cupcakes because your ad is not showing up, give us a call!
We’re very excited about being an exhibitor at the 2014 cPanel Conference starting on Tuesday 9/30 in Houston at the Westin Galleria.
As part of our business development initatives, we want to partner with hosting companies to offer hosting providers and website owners alike an easy and effective way to market their websites online. We have some incredible partnerships in place with website builders so now it’s time to tap into the hosting companies. This will be our first time at the cPanel conference and we can’t wait to talk marketing, showcase SiteWit and make new friends.
cPanel is a web hosting management company with one of the best reputations in the business. They offer a variety of services, from hosting to developer resources. We’re thrilled to be part of their integrated services having recently launched our SiteWit cPanel plugin. As the hosts of the conference, I know we can expect to see nothing but great things, from the other exhibitors to the keynote speakers. There’s going to be some great networking events each day after the main show is over so look out for the guys with the SiteWit shirts making the rounds.
If you’re attending the show, make sure to stop at the SiteWit booth and say “Hi.”
We just got a new display so you can’t miss us. Just look for the SiteWit bubble! We’ll be providing demos and talking about how SiteWit can improve any web hoster’s customer retention by adding easy and affordable paid search to their product line.
See you in Houston!
SiteWit partners with Arvixe to integrate web-hosting & search engine management, saving customers time and money.
SiteWit is pleased to announce that it has partnered with Arvixe, a provider of the common type of hosting expected by SiteWit’s paid search customers. Arvixe is the host to many small to medium enterprise-level websites, as well as blogs and personal web sites. Arvixe offers hosting plans which are ideally suited to SiteWit’s customer base, aligning hosting packages with unmatched reliability, affordability and value which SiteWit’s customers have come to expect.
To learn more about the SiteWit and Arvixe partnership, Click Here.
Find out more about Arvixe hosting plans here.
And if you haven’t already done so, go to www.sitewit.com to open an account now and get your free analytics.
Hello, I’m Brigitte!
I’m the newest member of the Customer Service team. You will see me addressing various topics on SiteWit’s blog, keeping an eye on continually improving your marketing campaigns, and reaching out to you with recommendations and suggestions for increasing the effectiveness of your ads.
I’m joining SiteWit after working as a Search Marketing Advisor on the Yahoo Bing Network in Europe, enabling brands to engage with an audience in six European markets. Most recently, I became a French/English Web Search Evaluator for Google, assigning quality ranking scores to web pages.
My interest is global search marketing. I aspire to design campaigns for SMB who are ready to tap into foreign markets to increase their marketing reach.
As long as you promise not to tell anyone, I’ll admit that I’m addicted to Dancing with the Stars and Downton Abbey.
I am very excited to be here, and I look forward to contributing to your success!
And if you haven’t already done so, go to www.sitewit.com to open an account now and get your free analytics. Brigitte will be happy to help you!
You’ve decided to enter the exciting world of paid search
Congratulations, you are on the road to creating a more successful business. However, in order to succeed in the world of paid search, careful planning of your campaign structure and analyzation of its progress are required.
The structure of your campaign should reflect the overall goals of your business so the campaign will give you the best possible return on investment. The campaign should have very relevant keywords to your business, compelling ad copy and a well designed-landing page. There should also be some sort of bid optimization to make the most out of your budget. SiteWit and it’s automated bidding engine can help with that. Keep tabs on your campaign because if it’s neglected, the ads and keywords can become disconnected with the goals of the business and lead to a less than optimal return.
Analyzing keywords and their performance will allow you to see what’s working, what can be nixed, and give you insight on how to save on your average cost-per-click. This knowledge can help you foreshadow trends-to-be and stay ahead of the game. Thorough analysis of keywords metrics and stats can go a long way. Knowing which keywords perform best in terms of conversions is important in developing new keywords that are closely related to that keyword, and shutting down keywords irrelevant to that keyword.
Another thing business owners need to be aware of is the difference in search engine. Google and Bing have a wide variety of different users and your campaign will perform differently based on which engine you use. Google has a much higher search volume but has higher competition and tends to have a higher cost-per-click. Bing and Yahoo have a lower search volume but there tends to be less competition and in turn a lower cost-per-click.
“You get out what you put in,” rings true in the world of paid search advertising
Careful analysis of keywords, using bid optimization to maximize ROI, and constantly working on the structure of your campaign will lead to positive results and getting the most out of your advertising budget. SiteWit is here to help, and our team of professionals can guide you in every step of the way to having the best performing campaign and maximizing your ROI.
And if you haven’t already done so, go to www.sitewit.com to open an account now and get your free analytics!
Photo by Tsahi
In the “Age of information”, paid search ads are the billboards of the future.
With paid search ads, you can drive relevant traffic to your website from major search engines such as Google, Bing and Yahoo in order to increase conversions and grow your business. Paid search ads are listed above organic search results and are typically the first three results. They are also all the ads that you see on the right-hand side of the search results. Companies are paying for clicks to these ads and they are seen when searchers are looking for something that is relevant to that advertiser’s website. Organic search is free and results are listed below the first three paid search ads. Paid search ads are shown based on the keyword that triggered them and Organic results are based on relevancy to the search phrase.
Now, the big question you may ask as a business owner is whether or not paid search is right for you? The simple answer is yes because paid search will help your company be found by people looking for what you have to offer and be one of the first results potential customers see. The ability to generate sales leads through paid search will give you a huge edge on your competition and make the customer interaction better since you are offering them what they’re looking for. Assuming you are confident in your products and your business, paid search will aid you in turning the kind of profits you want. When it comes to the internet and potential customers, you have to think in terms of “quality vs. quantity” or both.
Paid search delivers quality traffic to your site and, depending on how much you’re spending, it can deliver it in quantity.
Bottom line: paid search is so effective because it puts you in front of an audience that wants what you have. Paid search is looking to be the future of advertising and the new way a business sees growth. Paid search is something that you as a business owner can use to give yourself an edge on competition, driving relevant traffic to your site and increase sales leads. In the “Age of Information” getting listed on paid search is simply a no-brainer to any business owner.
And if you haven’t already done so, go to www.sitewit.com to open an account now and get your free analytics!
Your website can make or break your online business
You have to think of your website as your storefront. If you had a brick-and-mortar store, how clean and organized your store is has a huge impact on whether people are going to shop there. The same goes for websites. It has to look clean and organized for people to think of it as a credible place of business. If it’s has uneven formatting, fuzzy pictures, confusing navigation and/or bad grammar…you can’t expect people to take your business seriously.
You’d think this would be common sense in the online world but many people don’t take the time to treat their website as a gateway to their business. Here are some tips to make your website into a cash cow and not an ugly duckling:
- Use the easy-to-read text fonts. The more effort a visitor has to make to read something, the less likely they’ll read it. You can do different texts for different areas, just don’t go overboard (different texts for every paragraph).
- Choose one color scheme for the entire site. It keeps things uniform. Stick with colors that compliment each other. Red text on a blue background just hurts the eyes.
- Make sure objects line up. Paragraphs and titles should line up with one another. Same goes for pictures. You want everything to be uniform and orderly. Make use of margins to keep text away from borders.
- Use clear pictures. Pictures a great way to showcase what you have to offer. A blurry picture is worth no words (except maybe some bad ones that can’t be said here).
- Make the site mobile- and tablet-friendly. It’s a mobile age where an ever-growing percentage of people are browsing on their phones and tables.
- Ask for feedback. Just because you like it, doesn’t mean the site is designed for the masses. Get input from family and friends that are going to be honest with you.
These tips may seem basic but they’re essential to building an awesome site. So take a look at yours and see where you could improve. Look to the web for help. There are many free resources and tips on how to make a great website.
And if you haven’t already done so, go to www.sitewit.com/get-started to open an account now and get your free analytics!