Monthly Archives: October 2016

Finding a Place to Land

Let’s start by getting right to the point – landing pages are an essential part of your marketing strategy. Period.

Why? A landing page is a single purpose page, one that’s typically separate from your website, and the one that visitors should see after clicking on your ad or a link in your promotional email. Again, it’s a single purpose page. Its purpose is to get visitors to engage in a specific action, and its single purpose is what makes it essential and effective. Without a landing page, you’ll be sending visitors to your home page, a page filled with information, options, images, distractions, and …. a reason for your visitor to forget about that one reason they clicked that ad in the first place.

Your landing page is key to the success of your ad campaign. Here’s a simple formula: effective landing page = ROI

So what makes your landing page effective? First, it needs to be clear, simple, and relevant. Visitors will only visit for a few seconds. If they don’t find what they’re looking for, you’ve lost them.

Second, it needs to be interesting and attractive enough to keep visitors just long enough to do what you want them to do. A common goal is to get visitors to subscribe to an email list. So make it easy, make it quick, and make it enticing. That old expression, “you catch more flies with honey”, totally applies here. Getting an email is an exchange. In other words, the visitor gives their email, you offer something in return. Even the most minimal offer can be enticing enough. After all, it’s free.

At Brickworks, we sing the praises of landing pages. We know effective and we know enticing. And we know how to pull it all together into one neat and tidy, soft place to land. After all, isn’t that what everybody wants?

AdWords: Keywords 101

Managed well, Google AdWords is a highly effective way to drive traffic to your website. The key phrase in the previous sentence is “managed well”. Using keywords effectively is one aspect of effectively managing your AdWords campaign. Let’s look at a few strategies to keep these critical keywords working for you.

First, let’s get negative. In other words, use negative keywords. Using them allows you to exclude keywords that, while they might be related, aren’t a good match for the services or product you offer. For example, if you own a cycling shop that specializes in road bikes and accessories, but you don’t venture into mountain bikes and apparel, you don’t want your ad to show up when someone searches “mountain bike accessories”, but you do want it to show up when someone searches “bike accessories”. Simply add the word “mountain” as a negative key word and your ad won’t appear for searches that include it.

Next, focus on grouping words correctly. Because AdWords allows you to create ad groups to manage different types of campaigns, within each campaign you can breakdown your keywords into ad groups. The key is to match your ads with the keyword being searched. It’s common sense – if the ad matches the keyword being searched, there’s a good chance the consumer is going to click on it.

Let’s say your cycling shop sells a variety of products – bikes, apparel, bike parts, and pre-packaged health foods. If you didn’t break these products into groups, you wouldn’t be able to show specific ads based on what people are actually searching for. Instead, you’d have to rely on generic ads about bike products rather than showing consumers where to find exactly what they want.

And last, use the keyword match that fits your business best. With AdWords, you have three basic choices: broad match, phrase match, or exact match. Here’s how they work:

  • Broad Match – Your ad appears if the keywords are used in the search, in any order, and with extra words in the search.
  • Phrase Match – Your ad appears if the keyword phrase is used in the search, in its correct order.
  • Exact Match – Your ad appears if the keyword searched matches exactly.

So you might be thinking that your best bet is to simply aim for broad matches. But wait – there’s more to it than that. The type of match you choose has a big impact. Sure, a broad match will deliver more impressions, but they’ll be imprecise. Conversely, phrase and exact matches will deliver fewer impressions, but a higher conversion rate: click, click. If you limit yourself with exact matches, you may not get the traffic you want. But if you use too many broad match terms, you may not get your desired ROI.

So what you really need to do is tweak the campaign based on what works for your business and your objectives. A good place to start is to use some exact matches, then extend your reach with phrase and broad matches if needed.

It’s a lot to think about. But you know it – at Brickworks, we’re here for you. Give us a shout anytime you’re ready to optimize your marketing efforts.